CLIENT

Deco Communities

Multiple Locations – Phoenix, Arizona

RECOGNITION

1st Place, Adaptive Use, ASID
Arizona State University’s

Masters of Real Estate Development –

 Successful adaptive reuse project

Looking to offer the Phoenix market more affordable housing options, Deco Communities purchased several 1960’s and 1970s apartments in “A” locations to breathe new life back into these buildings that were once desirable places to live.  Scope included a comprehensive property repositioning plan inclusive of exterior paint schemes, signage, graphic and cultural brand elements.  Public spaces included: leasing offices, leasing displays, clubhouses, models, branded laundries, fitness centers, as well as, exterior commons spaces, and signature cabanas.  The challenges were to transform the properties on a minimal budget and reuse existing architecture as much as possible.

The overall vision of the property was strongly influenced by international fashion trends, national art and design, with a focus on the local community and the vintage roots of the existing architecture. The development of the Cabana properties positively influenced the communities that housed them by revitalized Phoenix neighborhoods and “turning eye sores into icons.” (Mayor Hugh Hallman, Tempe, AZ) Private Label was involved in influencing local developers to rethink the exteriors of apartment buildings by encouraging Phoenix to “Break up with Beige.” This mindset and research suggested that developers implementing more adventurous color and design schemed are catering directly to the next generation of consumer who appreciate art and design as well as Phoenix’s vintage roots.