Private Label reenergized the experience at Novi at Jordan Valley Station to appeal to the young professional consumer base in West Jordan, Utah. The brand ethos pays homage to the town’s history, with a nod to the Elk (the state animal of Utah), while embracing the future of the area as a new technology hub and one of the fastest growing cities in Utah.
The design brings the essence of the brand to life in a communal gathering space that welcomes residents to an inspired live-work-play setting. The reworked space plan takes advantage of ample daylight through expansive storefront windows. Novi was designed to support the needs of the modern remote worker with a variety of seating arrangements. The coffee shop meets great room vibe allows residents to enjoy lounging with friends or plugging in for focused work time. Antler details, custom art and graphics infuse the Novi spirit into the interior. A combination of signature architectural details, textural materials and pops of color provide a playful yet sophisticated setting to this apartment community—a home that “invites you to work smart, play hard and live well.”