Private Label International was engaged by Deco Communities as the Brand Development and Property Vision Agency of Record.
Property Positioning Includes:
Defining the targeted audience, Local Influencers, Consumer Attitudes & Interests, Local Interests
Visioning the Brand Identity, Core Identity, Graphic ID
Visioning the exterior and landscaping
Interior Public and Common Spaces
Unit Design and Finishes
Goal: Edison seeks to establish one of the first lifestyle brands to apply the principles of authenticity and integrity to community living in the Phoenix condo market.
Smart, Intelligent, Community, Authentic, Warm, Modern, Simple, Seamless, Efficient, Innovation, Innovator, Reformer, Integrity , Material integrity, Nature
Project Announcement: AZ Big Media, April 16, 2014
Midtown Phoenix is getting a hip new neighbor. Scottsdale-based Deco Communities has closed on a key parcel of land that will be transformed into Edison Midtown, a new urban contemporary condominium in the heart of Phoenix’s urban core. Located at 2346 N. Central Ave. the address says it all, Edison is central to Midtown’s buzzing scene filled with food, arts, culture and history Demolition of the vacant office building on the site will occur in the summer 2014 and the $22M redevelopment is slated for a 2016 completion date. Developed exclusively by Deco Communities, Edison Midtown will be the first major residential development announced for the Central Corridor since 2008.
“The Edison Midtown project taps into the soul of the city, utilizing the unique identity of the neighborhood to create an authentically local living space that caters to the tech-savvy, community-oriented Gen Y consumer that lives and breathes the urban lifestyle,” said Rob Lyles, partner for Deco Communities. “Our outstanding team of architects and designers has worked diligently to curate a thoughtful living experience that is true to the virtues of Phoenix’s downtown dwellers,” he said. “ Downtown Phoenix is experiencing a surge in housing demand spurred by the recent $4.5 billion investment by the public and private structure in infrastructure, transportation, education and tourism. Deco is excited to have the chance to provide housing that both starts to address this demand and does so with a design that is true to the modern Phoenix aesthetic.”
Fueled by imagination and innovation, the Edison Midtown will include 80 unique residential units , many with stunning Instagram-ready views of the horizon and city lights. The city’s best indie coffee shops, bars, live music venues, funky boutiques and museums are all just steps away. The units will range from approximately 800 to 1,350- square feet. Each residence will enjoy contemporary kitchens with opening shelving and repurposed countertops, gas appliances, 10 foot ceilings, steam showers, spacious walk-in closets, wood flooring and large balconies perfect for entertaining and soaking in the extraordinary city views. Pricing will start in the high $200’s.
With a mix of modern amenities and charmingly retro design inspirations, Edison Midtown speaks to the heart of the Gen Y urbanite. Brought to life by the award-winning Los Angeles architecture firm Harley Ellis Devereaux, lead architect Daniel Gehman drew inspiration from the past and present of the iconic Midtown neighborhood, its Willo district roots, and its urban dwellers. As a result, the building is designed to be a confluence of community, the kind of place that fosters socializing and sharing and integrates seamlessly with the vibrant community around it. With a pulse exactly where trendy meets classic meets cool, Phoenix-based interior design firm Private Label will style the interiors.
Drawing from inspiration from illustrious hangouts such as the Ace Hotel brand found Palm Springs, Portland, London and LA, the contemporary building is styled with a hat tip to Frank Lloyd Wright’s early designs and rises 5 stories above a two-level underground parking structure offering 145 private parking spaces. With the project’s close proximity to the Light Rail and just steps from the Central/Encanto Light Rail station, Edison Midtown residents can take advantage of Phoenix’s best urban transportation system or bike the city with ease.
Designed to foster a sense communal living, Edison Midtown will be a hub of activity with an array of social amenities including a garden-inspired courtyard pool and spa, a “cross-fit” style fitness center with yoga, secure bike storage, Wi-Fi common areas, electric car charging stations and more. The ultimate urban sanctuary, the Edison Midtown will afford residents a superior work, live, play lifestyle at the center of the thriving city.