What makes a home desirable? Who wants to Grow Best Life Stage?

最近、不動産関係のコンサルティングをさせていただいているので、都市開発の魅力について考えています。東京の高級住宅はよくカタカナ英語を使います。けれども、日本のお客さまへのものなので、和製英語が多いですね。

Recently I am consulting for one of Japan’s largest real estate companies seeking to attract residents to a waterfront area that many might not have considered before. What makes an apartment or a neighborhood desirable? What architectural and landscape choices are most important? What are the trends today and in the future that drive consumer choice?

As an English speaker in Tokyo, I am also always drawn to the selective English language marketing, often an odd English name for the property. This building advertised in the Sendagaya JR station has a name that has a certain logic, but which also completely fails as an English language name.

Yes, Gro-bel is a shortened form of “Grow Best Life Stage.” It’s also the Japanese pronunciation of the word “global.” What was meant as optimistic, modern and international, instead comes off as bizarre, stilted, and heavy handed. In this context, using English is more decorative than functional or expressive.

“Masters Garden” phrase makes odd sales pitch

不動産の広告で、「Masters Garden」という英語が使われていました。イメージはオフィスみたいだけれど、贅沢なマンションです。英語で「master」は奴隷所有者かs/mの感じです。この和製英語は変です。

In this real estate ad, the building looks more like a corporate office than a place anyone wants to live. But the phrase “Masters Garden” in English seems particularly inappropriate, as if they are advertising to former slaves the opportunity to move into the Big House. Or maybe it’s meant to appeal to the S/M buyers of luxury apartments.