Scottsdale Gateway

Designed by: Private Label International

Developer: ColRich  

Architect: Greg Zimmerman

 

  
Nestled in a park-like setting, between downtown Tempe and Old Town Scottsdale, Scottsdale Gateway is a newly remodeled, pet- friendly apartment community with studios, one-, and two-bedroom apartments for rent. Ten distinctive floor plans feature new kitchens with energy-saving appliances, new cabinets and countertops, upgraded bathrooms, spacious closets, new lighting and wood-style flooring. Washer and dryer, private patio or balcony, and covered parking are available in select homes.

Premium amenities include four sparkling swimming pools, one heated year-round, a hot tub, a 24-hour fitness center, play area, picnic and barbeque area, business center, conference room and 3 on-site laundry centers. Scottsdale Gateway is minutes from the 101 and 202 freeways, with easy access to Papago Park, ASU, shopping, dining and family fun. Winner of the 2007 Tempe Beautification Award.

 

  

     

 

Cabana on Thomas

 Cabana on Thomas

Designed by: Private Label International

Developer: Deco Communities

ASID 1st Place Award Wining Design

Adaptive Use Category

The Art and Science of Visual Merchandising:

In the market where buyers are now controlling the demand-supply chain, it has become an exercise for sellers to entice the audience via the art and science of Visual Merchandising and retail designing.

It is the science and psychology of the retail and fashion world. VM involves the techniques to draw shoppers into a store and keep them there. It includes understanding buying habits and affects what you see – and how you see it.

The main issue is to make the merchandise extremely attractive, exciting and enticing, stimulating the buyer’s appetite and finally resulting in the decision to buy.  Effective visual merchandising can directly affect the bottom line of any retailer by: 

1. Maximizing walk-ins
2. Increasing sale conversion
3. Increasing average customer billing amount
4. Insuring higher recall value in the mind of the consumer and hence creating a loyal and ever expanding base of customers

Display merchandise as a piece of art.

Innovative headdresses for mannequins is a form of visual merchandising that is unique, directly off the runway, and artistic.

Reuse the same material in serveral ways - relate objects to your "Who".

In this series books are used in a variety of ways.

Crystal Clear

The Law of Few and Brand Clarity

All Communication to the public needs to be clear, direct and consistent; too much conflicting information creates a "clutter problem."

It's essential for a Brand to be Crystal Clear in its message to the consumer to insure "stickiness" or a word of mouth epidemic.

The heart of brand building is driven by brand identity.

The goal is not only to determine and build upon strong associations but to create a differentiated brand. Differentiation is the key to a strong brand. The earliest indication of a fading brand is usually loss of clarity in message, connection to the consumer, and differentiation in the marketplace.

The Private Label Manifesto

Private Label is so much more than a name, it's a mindset.

We are strong advocates for the idea that any creative person must be open to receiving inspiration from all forms of art or visual craft; because of this, it should be no surprise that our brand concepts are rooted in many forms of design.

In it's simplest definition, private label is a custom brand designed to target a specified demographic. When we create a private label for our clients, we are doing just that. We constantly find ourselves saying "it's all about you" and we can't help but mean it down to our very core. Each project we focus on is approached in a completely different way. It's not about us, our "style" or our specific needs, it's about you, our client, our target demographic. No 2 projects are alike, they are all truly custom. They are strategically branded interiors.

A more known term in the design industry is "boutique" in regards to a hotel, restaurant, or store, to name a few. A boutique space is one that incorporates lifestyle, indigenous elements, specialty services, and is considered a unique "experience", not just a space. Especially in regards to hotels, there has a been a large shift from the corporate hotel to a more meaningful travel experience. From Design Hotels Yearbook 2008, "Mankind with be more sensible and sensitive about its surroundings in the next 15 years. Respect, tolerance, and solidarity will influence the way objects, spaces and technology are designed." Largely due to this type of mentality, corporate hotels want to be in line with this mindset. Ian Schrager specifically said in an article with Men's Vogue that he was partnering with Marriott to create a "private label" hotel brand for their very corporate rooted name. Putting boutique on a large platform isn't changing it's ideals, its only adding to the quantity of opportunities to create unique spaces. This was one thing Schrager found so enticing about the pairing with Marriott.

Another example, and one we found even more refreshing (atypical) is McDonald's launch of their "Less is More" design strategy. They partnered with French designer Philippe Avanzi (in collaboration with Studio Archange) to give their spaces a more contemporary look. The designers supplied McDonald's with 8 different design schemes for franchisees to choose from. The purpose of having several different schemes we feel is the future of franchising, locations that are consistent in service and recognition but do not "all look the same." They are using architecture as a business plan. The goal was not to just create a more contemporary look, but more upscale, and less "fast food." They wanted to appeal to an audience that would typically not eat fast food while also continuing to cater to an ever evolving current loyal fan base. The roll out started in Europe and is intended to make it's way to the US, although some franchise owners have already followed suit in other locations.

 

The notion of Private Label is the way we approach all projects no matter the scope of the contract.  We feel strongly that it is our fiduciary duty to our clients that all design solutions follow our Private Label core design values.   

Our 3 core Private Label values are:

1) Stay true to the values of the brand - Not only our brand, but our client's brand. We support and respect the importance of a brand and the necessity to be crystal clear in the execution and overall perception.

2) Always consider and be driven by what is meaningful to the consumer - Many of our colleagues focus on their client, but not always the end user. We find it is so necessary to focus on both. Our clients' are motivated by their clients' and so are we. 

3) Constantly create differentiation from the competition - how are we different? how can we in turn make our clients different? We constantly analyze the marketplace to see how it's evolving and making sure we're at least one step ahead. One main thing that allows us to do this with depth and efficiency is our large network of creative professionals. 

We have summarized our business strategy as the term the "studio effect." The definition includes our core values and core motivation. It is the act of going back to ones roots of creativity and innovation without the physical or emotional constraints of traditional business practices; fueling a new way of thinking by utilizing all forms of creative inspiration.

The result: A project that enriches our client’s bottom line, raises brand visibility, grows market share and maintains high visibility in the marketplace.

The Quintessential American Dream

We have at times considered ourselves quasi connoisseurs of the design community, it is something we have lived and breathed for a considerable about of time. However, as of late, we have found ourselves in a more unique and well rooted mindset, trying to do what we do best in an environment, be that global and local, that is changing more than we have experienced in times past. Instead of feeling like experts in an established profession, we feel more like pioneers in something else, something more unexpected. We have found a current niche, one where clients come to us from all over the world wanting to take part in something we so lovingly refer to as the American Dream.

This idea is so distant to people in other countries, the idea that we, as Americans, actually have this beautiful concept as part of our charter; we even put it in writing, “Life, Liberty, and the Pursuit of Happiness.” However, one of the most unfortunate things that is currently happening is that citizens of this country are starting to think of this notion as distant as well. These are tough times for the American Dream, we can’t tiptoe around it, it is what it is. Our faith is being shaken, not only the faith that things will eventually return to “normal” but the belief that our futures are full of limitless possibility. Some may feel that we, as a generation, will be the unfortunate ones to bear witness to that moment in history when the promise of this country dissipates.

However, this is the approach that we prefer to take. As mentioned before, we find ourselves as pioneers in a new concept. This concept entails rethinking the American Dream, rethinking the American business, and who we are as individuals and professionals. The American Dream is still alive, it has survived trials more invigorating in the past, and will survive this as well, with flying colors, as long as people still believe in it.

Heidi Boutique Second Location Opeing 9/17/09

Heidi O'Brien was born in to the clothing industry, eventually running her family's third-generation sportswear manufacturing business, Cascade West Sportswear, for 10 years in Seattle, Washington.  After moving to Troon North area in North Scottsdale in 2004, she began to conceptualize a boutique that would bring the best in Los Angels fashion to her own neighborhood.  I had the great pleasure working with Heidi and the Martz Agency, a marketing and PR firm in Scottsdale, to visualize her brand and develop a prototype store design that opened it's doors in 2005.  

Located in the rolling foothills of Pinnacle Peak, Heidi finds her clientele flocking to the store for its unique blend of cosmopolitan, sleep and run fashions.  With great success with the Troon store, we are proud to announce the opeing of Heidi Boutique's second location in The Mix near the Scottsdale Waterfront on September 17, 2009 with plans to grow futher into the Northwest region and the San Diego area.

The Martz Agency's tag line of, From the Runway to Your Closet. The store design concept for Heidi Boutique was intricately designed to resemble a dream closet. With beautiful travertine stone and cork floors, customized illuminated modular custom designed cabinets and elegant fixtures, the shop has a classic ambiance.  Heidi Boutique carries the latest in women's clothing, lingerie and accessories. The store features exclusive designer lines, such as Theory, Susana Monaco, Trina Turk and William Rast.  

Following are some of the prototype designs for Heidi Boutique.

 

 Finish Material Selections:

Detail photos from Troon location:

 

Custom nesting tables and interior illuminated wall fixtures and glass mosaic fronted cash wrap with edge lit and infill painted glass impact graphic.

Visit Heidi on the web at: www.heidiboutique.com

Senior Resource Group with Positive Market Feedback

Congratulations to Senior Resource Group for their positive market feedback of Maravilla Scottsdale, in Arizona. The following was taken from a recent press release:

“Despite the economy and typical shift in seasonal senior residents, Maravilla Scottsdale has exceeded early deposit projections by nearly 30 percent. In response to the unprecedented high demand, the community has now begun the site selection process of its Phase One residences featuring casitas and independent courtyard residences.”

We had the opportunity to work closely with SRG & Starwood in the development of their community identity and brand focus, specifically as it relates to a challenging Arizona real estate market. The focus of positioning the community included the integration between consumers’ everyday lives, and the emotional transformation that occurs in certain stages of their lives. A successful brand, a successful space, provides the instant gratification that places the consumer into an active versus passive role; moving beyond their immediate senses and connecting with the emotions. The development of the Sales Center, in order to create an idea that was self propelled into the marketplace, needed to serve as a 3 dimensional identity platform that told the story that embodies Maravilla.

Concept Rendering of Lobby:

 

Concept Rending Sales Gallery:

 

Material Board for Public Spaces:

The following was taken from a press release announcing the opening of the sales center that overlooks the future site of the community:

“Maravilla Sales and Information Center visitors are in for a remarkable experience,” said Tim Cowen, executive director for Maravilla Scottsdale. “From the moment you walk in, you’re enveloped in Maravilla’s luxuriously high-end style. From the onyx, marble and granite countertops to the leather walls to the full-size kitchen display, it truly demonstrates how exceptional our community will be.”