The Monarch — billed as the city's first luxury rental high rise tower — is now very far along in the construction process. Developer ZOM Austin is constructing what was supposed to be a 27 story rental project on 5th just East of Lamar with 297 rental apartments and 8,500 square feet of ground floor retail. The confusing part of the project is it's website which now bills the project as the Monarch Condominiums and refers to the upcoming opening of the project's "sales . . .