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[Re]brand HOA
Falling behind your comps? Amid the recent surge of branded residential buildings in Miami and South Florida generally, older buildings could use a refresh; interiors and brand development could go a long way towards making your HOA viable again for resale/rental.
Case Study: City 24 Condominiums, Miami
Market pressure from neighborhood upscaling and the presence of several new branding buildings led to a study of the existing property in order to ascertain ways to elevate it from a marketability/valuation standpoint.
Residential Brand Relevance
Though a relatively new phenomenon, the presence of these new branded developments will exhibit significant stress on residential buildings without a developed identity/design. Simply said, older or unbranded buildings will need to come along for the ride in order to compete.
Existing Building
Though new in 2007; the existing building now appears incomplete, outdated, and completely lacking any sense of brand relative to it's new neighbors. Curb appeal is absent with an entry that is near invisible. Interiors on the whole appear dated, worn, and have little cohesion from 1 space to the next. Amenities are essentially in name only.
Extracting Existing Brand DNA
While dated and relatively undeveloped, some clues do exist as to the initial intent. The logo has some graphic design. A color scheme can be traced throughout. Non-arbitrary design choices such as flooring details and fixtures reveal a character perhaps not completed, but at least initiated.
New Brand Positioning/Design
Balancing a need for branding from new neighborhood development, traces of an existing character/DNA, and new motives moving forward; the establishment of a new brand positioning and design codes emerge as a shift from the old. Using the address as a name speaks to the prior name but more elegantly and thoroughly takes advantage of neighborhood prestige. The building's scale and initial architectural/design impetus's drive a "boutique" theme more refined and elevated in it's character with a palette shifted to be classic in it's feel.
New Brand Positioning/Design
Extended into design the new positioning becomes clearer and can act as a template moving forward. Pitched as: A boutique scaled building in an affluent Miami neighborhood that has all the classic details. Drawing not on modern developer towers, but rather on the more classic Miami neighborhoods like the Design District, and Venetian Way; it is unique to Miami and familiar to important markets such as New York. Drawing on this theme, the entry is redesigned to include a classic elements such as a canopy, tall hedges, and a gate. These elements not only complete the "boutique" concept, but work together to secure the entry in an attitude of privilege.
New Entry
A massive upgrade in sophistication relative to the existing entry at the left.
New Entry
The black metal gate brings detail without a need for custom design or fabrication.
New Entry
Shown open the gate reveals the newly enclosed indoor/outdoor space paved in blue-gray before the eventuality of the lobby.
New Entry
This newly framed and secure space off the street provides the perfect opportunity for waiting for an Uber, having coffee, or reading the newspaper. As a whole, the entry now provides as opposed to just a door; an entry experience with spatial discovery and successive thresholds, all within the design codes and spirit of the new brand motif.
New Lobby
Architecturally unchanged, the new lobby acquires the new aesthetic through simple moves. Resurfacing of the floor. Paint to the walls. New furniture and fixtures. The "boutique" mandate is carried through in black and white classicism, a refined address on the back wall behind the front desk and an expression of materiality within front desk. Gold accents, art, and furnishings with classical details complete the look.
New Lobby Hall
Moving through the building, the idea of minimum intervention continues. Simply carrying through the flooring of the lobby into the adjoining hall and white-washing the walls rectifies what was once disjointed. With these broad surfaces neutralized the stage is set for future furniture and fixture additions.
New Lobby Hall
Inspiration is sought for future furniture and fixtures to compliment the space. Classic in their mood to match the brand positioning, but also residential in their feel to create a sense of home for residents.
New Lobby Hall
At critical places where the building had been left without detail small improvements can go a long way towards an overall elevated feel.
New Elevator Interior
Resurfaced and brought into line with new brand codes.
New Hall
An expression of the old palette shifted to be more contemporary and refined in nature. Small details further promote the "boutique" feel. A colored border on the rug. The addition of new elements such as a chair rail molding, art, art lights, and sconces bring classicism in a modern way. A completely unique take relative to the barrage of bland modernism prevalent in today's market adding uniqueness, class, and individual identity to the building.
New Hall
Updating way finding graphics throughout is a cost efficient and necessary way to ensure buildings feel up to date.
New Pool
Drawing on small inspirational details to bring a classic approach; colors, edges, simple furniture, and the preeminence of a lush environment were all considered.
New Pool
The pool deck as planned is ultimately an expression of the size of the garage below and thus overly large in scale; leading to a desolate bland feeling on the deck. To mitigate this the space was broken down into smaller spaces via hedges as dividers, and through extending existing planters. Overall, no existing element was proposed to be moved.
New Pool
With a smaller area resurfaced, and landscaping brought in closer; the pool now becomes a defined and sophisticated oasis.
New Pool
Paths leading from pool level apartments.
New Amenities: Gym
Arguably the most important Miami amenity, gyms often struggle for design. In this case a minimal approach was taken so as to not interfere with the overall brand motif. Dark floors replaced for light brighten the space, allowing for improved mood and clean selfies(priority). The modular flooring changes color to call out certain equipment providing a perceived integration of surface to object. Where needed, simple fixtures are used.
New Amenities: Yoga
As mentioned before and seen to the left, the "Yoga Studio" was in name only; but given how abstract these spaces are and the return on having a specialty amenity it only makes sense for the investment. Paint and a simple swap of flooring sets the stage. Minimal equipment required. To stay with trend and reintegrate local influence, neighborhood studios are looked to for design inspiration.
New Amenities: Office
Work from home is a real thing and not in a conference room kind of way. Another amenity left blank that could easily be lifted with a flooring change and the inclusion of basic furniture to feel home-like, comfortable, and conducive to a calm working environment. Little treats like this are immeasurable in terms of property valuation.
New Amenities: Common Room
Though less used in Miami due to the climate, common rooms offer an opportunity for revenue.
Adding Value: Services
Brand carries through to every detail, and there are any number of companies out there to extend look, feel, and organization. Coffee, vending, storage and rental, even access and EV parking or parking management can all be considered as part of the brand matrix. They can each add value to residents and the to the property while simultaneously generating revenue.
Adding Value: First Floor Retail
Return brand and brand elevation to your neighborhood to create a virtuous cycle of improvement. If first floor retail is available to the building, distinguish it. Not only does this bring everyday pedestrian attention to your building, but it sure to enhance commercial property and rental value.
Additional Services: Strategy
Key to any endeavor is process, strategy, prioritization.
Additional Services: Technical Drawing And 3D
We'll create a 3d model and perform renderings in-house, and follow up with technical drawings for bid packages.
Additional Services: Budget And Project Management
We're also good with numbers and can track/manage priorities, process, budgets, and do analysis along the way.
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