Look out for Montevetro - the ad campaign. Already, postcards have been dropping on to the doormats of businesses across the capital (sourced from the riba mailing list) featuring a moody profile of Lord Rogers. 'We need opinion formers, the decision-makers, those who are the creators of the new Britain, to live in the heart of London,' he implores. Developer Taylor Woodrow must be hoping that, more particularly, those with £455,000 up to £1.45 million and beyond will be beating a path to London's 'boldest new residential development', designed by the Rogers Partnership and rising by a floor every two weeks. The sales office tells me that, of 103 flats in the development, just over half have already gone. Of the 10 penthouses, three have been sold, but not the most expensive - which will set you back a cool £4.5 million. A tv campaign should help, but it's only in very select areas. The developer intends to screen one on the 'Arab News Network'. Incidentally, watch out for the Guardian Guide on 8 August - it will have all the details of this year's Open House buildings. The big new attraction will undoubtedly be the Lloyd's Building - with or without rust . . .