, Salem, MA


August 15, 2012

A passion-driven project

Penguin Hall being converted into luxury senior condos


Why focus on the story of the original owner?

“The thing I learned from (working with) Disney is it’s stories people remember,” said Mullen, the owner of Penguin Hall and its 50 acres. “People don’t remember facts, but they remember stories. What you always want to do is tell a story.”

The question now for Mullen is how to transform Penguin Hall from the headquarters of one of the nation’s top 20 advertising agencies, a place where 500 people once worked, into condominiums where those 55 and older can live in luxury and continue to be cared for as they get older.

What Penguin Hall will not be, Mullen said, is an old-age home.

“It’s for people who want to get rid of the hassle of homeownership,” Mullen said, “and who want to live in a beautiful place and who want to have activities and who want to do things and who want to travel.”

Love may be the way Penguin Hall gets a new lease on life, not the love between Miller and Byrd, but the passion Mullen has for his property, one of the last parkland estates left to be developed on the North Shore.

Penguin Hall served as Mullen Communications’ headquarters for 20 years before the company moved to downtown Boston in 2009. In 1999, Mullen and the other owners of the company sold the ad agency to Interpublic Group. Mullen later retired, but he continued to own the property at 36 Essex St. (Route 22) and lease it to the ad agency, which, in 2007, announced its intention to move to Boston.

Mullen and Wise plan to demolish the large brick buildings that were built in the 1950s. New buildings with a 1930s feel will extend out of the back of the property and down a slope. The parking lots will be removed, with garages placed under the homes.

Text Only | Photo Reprints

AP Video
Six Indicted in StubHub Hacking Scheme Trump: DC Hotel Will Be Among World's Best AP Review: Amazon Fire Adds Spark to Smartphones All Aboard! LIRR Strike Averted Microsoft to Cut Up to 18,000 Jobs Time Warner Rejects Murdoch's Takeover Bid Yellen Says Economy Still Needs Fed Support Cleveland Expects Economic Boom From Lebron Justice Dept. Fines Citigroup $7 Billion Justice Dept. Fines Citigroup $7 Billion Downside of Low Mortgage Rates? Less Selling Cupcake Shop Crumbs Shuttering All Its Stores San Francisco Prepares for Soda Battle Dow Breaks Record 17,000 GM Crash Compensation Could Top $1 Billion GM Won't Limit Crash Compensation Funds Justices Rule for Broadcasters in Aereo Fight
NDN Video
LeBron James -- Dropped $2k On Cupcake Apology ... Proceeds To Benefit Charity Snoop Dogg Says He Smoked Weed at the White House Raw: Fight Breaks Out in Ukraine Parliament Chris Pratt Interrupts Interview To French Braid Intern's Hair Shirtless Super Mario Balotelli Dances While Ironing - @TheBuzzeronFOX Whoa! Watch "Housewives" Star Do the Unthinkable LeBron apologizes to neighbors with cupcakes Justin Bieber In Calvin Klein Underwear Shoot Samsung Pre-Trolls The IPhone 6 With New Ad Jimmy Kimmel Introduces His Baby Girl Swim Daily, Nina Agdal in the Cook Islands Guilty Dog Apologizes to Baby for Stealing Her Toy Prince George Turns 1 and is Already a Trendsetter Train Collides With Semi Truck Carrying Lighter Fluid Kanye West Tells-All on Wedding in "GQ" Interview Tony Dungy Weighs in on Michael Sam Scarlett Johansson Set To Marry In August New Star Wars Episode XII X-Wing Revealed Obama: Putin must push separatists to aid MH17 probe Michigan inmates no longer allowed to wear orange due to 'OITNB'
Comments Trcker