A name has been given to the place. Floors plans have been hashed out.

And a full marketing plan is ready to go as Howard Hanna Real Estate Services begins its sales campaign this week for the Market House, a 52-unit condominium project now being built above a newly expanded Giant Eagle store under development on Centre Avenue in Shadyside.

"It's the first time anywhere ever in this region this has been done," said Helen Hanna Casey, president and general manager of Howard Hanna Real Estate Services, which has been hired to market the new property.

"This has been done in major metropolitan areas but never in a city like Pittsburgh," she added, noting such projects as a Whole Foods-anchored Time Warner Centre in New York City as an example of the type of project.

Designed by local architect Tasso Katselas, the Market Place will allow its residents full access to all the building's amenities -- the supermarket, a fitness center, parking -- without ever leaving the building.

The condo units for the five-story building range in size from 880-square-foot one-bedroom units to two-bedroom plans of more than 1,800 square feet, with prices listing from $160,000 to more than $300,000.

The project is being pursued by ECHO Real Estate Services Co., a development firm owned by the major principals of Giant Eagle, the region's dominant grocery chain.

Bill Krahe, CEO of ECHO, emphasized that the region's low-priced residential real estate market and available suburban options made such a project difficult. He added the project, which is estimated to cost $47 million, couldn't have added its residential component without the $2 million in tax increment financing it received from the city.

"The deal was very thin," said Krahe. "In other cities, you have a much denser population. You've got higher values on the units. And you can afford to spend a little bit more."

The complex comes with a variety of upscale amenities. Developed with an eye toward achieving the U.S. Green Building Council's Leadership in Energy and Environmental Design certification, the building will have a rooftop garden, and high-efficiency heating and air conditioning.

Stainless steel appliances will come standard in the units, which also will be pet friendly and include a common library with full Internet access.

Given its range of amenities, proximity to public transportation and location near both Shadyside and the burgeoning Baum-Centre corridor, real estate agent Sandy Rutkowski, of ReMAX Heritage, believes the prices are reasonable.

"For that amount, I would say it's going to be a bargain," said Rutkowski, whose brokerage's focus is in selling residential property throughout the East End. "It's a great price to live wonderfully."

Added Rutkowski: "I think it was a brilliant move, and I think it will be a wonderful addition to attract young people to live in the city."

With Howard Hanna opening a sales office in the building next week, Krahe said the building is on schedule to be completed in February 2006. The Giant Eagle location is expected to open in its fully expanded version around the same time. Currently, the store continues to be open in a reduced space during the buildout.

Katselas, who has designed other high-rise apartment buildings in Shadyside, hopes the project will inspire others to develop new residential housing above first-floor buildings.

"The concept of using air space has been neglected. I don't think nationally it's been used effectively," he said, adding that the idea of living above first-floor businesses is an ancient one. "We're hoping this might be a way to suggest that one-story buildings are underutilized."

Most notably, he hoped such a model could be used Downtown at Fifth and Forbes, where residential redevelopment has gained new focus over previous plans to focus on major retail for the ailing urban core.

"If you bring together small-scale commercial and large-scale residential, they complement and support one another," he said.

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