As one of the largest multifamily development in downtown San Francisco, The Fillmore Center had a reputation and level of luxury living to uphold. Private Label was tasked with repositioning this asset to keep up with the demands of the savvy client base—ranging from international students and young, tech professionals to outgoing singles, adventurous couples and pet lovers. The design explores the history of the area—known as the Harlem of the West—and expresses it with a modern twist. The jazz-inspired, Art Deco backdrop provides memorable experiences from one building to the next. Each lobby offers a distinct destination with bold color play and geometric patterns, powerful wood applications and striking linework combined with impactful art, lighting and signage installations. This helps establish a unique sense of place for residents and visitors while maintaining an overall brand cohesiveness. These sophisticated lobby settings set the tone for the luxury apartment offerings, and colorful corridor upgrades complete this transformative repositioning effort.