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Phoenix-based Private Label International wins awards for their transformative multi-family projects in Arizona, California and Minnesota from the American Society of Interior Designers
PHOENIX, Ariz. (August 18, 2014)- San Francisco and Phoenix-based Private Label International’s award-winning design team is cultivating lifestyle experiences that bring big value to developers. Private Label was honored last week with three awards from ASID for recent projects in Arizona, California and Minnesota. With infill development and property revitalization projects at an all-time high, the nation’s top developers are relying on this holistic approach that lets them tailor each project for the unique and discerning clientele.
“It is truly an honor to be recognized for the value we add to our client’s portfolio, by implementing our approach that cultivates lifestyle experiences that resonate with today consumer” said Wendi Stallings, Principal for Private Label. “We have had great opportunities to take part in community improvements, by successfully renovating older buildings and breathing new life into their surrounding neighborhoods.” she said.
The ASID, American Society of Interior Designers Awards represent the Society’s highest level of professional recognition. Recipients demonstrate an unyielding commitment to advancing the profession and harnessing the power of design to improve the human experience. In addition to Private Label, other winners this year have made significant contributions in healthcare design, education and research, technology innovation and workplace design.
Private Label International-Awards night
Private Label International-Awards night-Pheonix Mag“The ASID awards pay tribute to the remarkable contributions and accomplishments of our peers, but more importantly they serve as a barometer for the interior design profession,” said Rachelle Schoessler Lynn, president of ASID. “These innovators are making bold strides in technology, evidence-based and human-centric design and are training the next generation of designers. They exemplify the field’s strength, promise and value” she said.
“Our approach to design cultivates creativity while expertly balancing functionality and financial responsibility,” Stallings said. “We are always scourging the world for inspiration and ideas that span every taste and design category to insure unforgettable experiences,” she said. “Developers know the next generation of consumers are sophisticated experience-seekers who like to keep their lives interesting and unpredictable. Spaces have to be cutting edge, with design that is both elevated and approachable.” she said.
A key differentiator in Private Label’s approach would be their strategic and holistic property positioning plans, which start with the client’s vision and aspirations for their project and ends with a detailed plan that helps the client visualize the competitive advantage. This unprecedented blend of services creates unforgettable experiences that evolve beyond the trends of today to be the icons of tomorrow.
Private Label’s 2014 ASID awards included three multi-family housing properties and one of which is a 1920’s historically registered property featuring a social and athletic club. Details of each project are listed below:
1st Place Adaptive Use
Cabana on McClintock
Tempe, AZ
Client: Deco Communities
Category: Adaptive Use, # 22, (135,000 Square Feet, BUDGET 3.5 Million)
The client purchased 1960’s apartment complex in an ‘A’ location and wanted to breathe new life back into this once desirable place to live. Scope included a comprehensive property-repositioning plan inclusive of exterior paint schemes, signage, graphic and lifestyle brand elements. Public spaces included leasing office, leasing displays, clubhouse, model, branded laundries, fitness center, as well as, exterior common spaces. The challenges were to transform the property on a minimal budget and reuse as much of the existing architecture as possible. The overall vision of the property was strongly influenced by international boutique lifestyle trends, national art and design, with a focus on the local community. The designers pulled in vintage pieces from neighborhood stores, added decorative metal screening to the facade and community outdoor spaces. The combination of each of these elements resulted in this unique look and feels like a place suspended in another time.
2nd Place Adaptive Use
Preserve at Marin
Corte Madera, CA (San Francisco Bay Area, North Bay, Marin County)
Client: Aimco
The Developer acquired the 1968 built project, originally named Madera Vista, in 2011 for $43.6M and invested an additional $33m to transform the site into one of Marin’s premier apartment communities. The Repositioning plan included an architectural enhancement to the residential buildings, new interior floor-plans centered around the open stylized foodie kitchens and incorporating previously unused space to create several penthouse units complete with separate great rooms and large rooftop decks. In addition to the units, the developer added a new clubhouse, wine bar and fitness center. The outdoor resident spaces include a Zero edge pool, an outdoor kitchen and fire-pit area, which all take advantage of the breathtaking views.
The resident clubhouse is designed with materials and colors to reflect the local esthetics of Marin. Custom furniture pieces were handcrafted by local artisans, in some cases using the same white oak as the architectural woodwork used throughout. Fabrics were hand selected for texture, color and natural fibers that soften the spaces. The overall experience is that of a modern and luxurious retreat.
1st Place Historical Space
Calhoun Beach Club
Minneapolis, MN
Client: Aimco
Category: Historic Space, # 23, (40,000 Square Feet, BUDGET 1.5 Million)
Design intent was to refurbish the Calhoun Beach Clubs’ athletic club to increase membership and awareness of its social services, which paralleled the original 1928 founder‘s radical idea of a club where men, woman and children could enjoy fitness, fine dining, outdoor recreation and the beauty of Lake Calhoun. While preserving the properties’ inherent historical architectural styling, the focus was to add strategic elements to modernize its image. This included updating interior finishes, millwork, furnishings, lighting, graphics and brand consistency, also included vintage art installations featuring regional sports equipment like lacrosse rackets, snow shoes and tennis rackets. As the oldest high-rise residential building outside of the Minneapolis’ downtown core, it was listed on the National Register of Historic Places on December 23, 2003. The result was a vintage brand that enriched the modern day bottom line, raised brand visibility, grew market share and maintained high visibility in the marketplace.
For more information about Private Label International visit To schedule an interview with Private Label principal Wendi Stallings or request images of award-winning projects contact Melissa Rein.
About Private Label International
Private Label International’s award-winning Phoenix and San Francisco based team has been commissioned to create, reposition and brand spaces for the world’s leading commercial and residential developers, retailers, hoteliers and restaurateurs. They have projects in 5 countries and 23 cities worldwide. Specific project types include Hotels & Resorts, Master Planned Communities, Multi-family Housing, Condominiums, Restaurants, Retail, Clubhouses, Sales, Leasing & Information Centers, Renovation / Rehabilitation and Property Repositioning. By assembling a team of top tier professionals led by Private Label’s core members, they provide cost-effective and high-quality solutions that raise visibility, grow market share, generate high visibility in the marketplace, and above all else, enrich the client’s bottom line.

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