A developer’s latest project in a resort town was to be the first condominium complex in the heart of the Cape Cod-styled community.
I took the supplied name “Village Square” and the direction to create something harmonious with the sthetic of the area, while not being merely a copy of the existing marketing (a product of another developer/agency).
Early on, I seized upon the idea of the European village and the courtyard. Another concept was the turret overlooking the valley. While the third was the hanging handmade sign, which said European village in another way.
The turret got this far, when it really started to look Cape Cod and we ditched it. The hanging sign was where we ended up.
We lost the grape detail in the arm because it was too busy, we brought up more detail in the stylised version of the building, and – oh yeah – we needed the community name in there. For an oops, it added to the concept.
While we were putting our brand in place, we needed to get going on the discovery centre.
The space was long and narrow and not well lit. There was an old carpet sunk into the floor, and there was a portable curved wall at the back we could use if we wanted to.
This day was going over things with the developers and then a lot of measuring and sketching out the space. We did receive plans from the building owner after this, but some things were different and it was good to have gone through the place ourselves.
Once we had the plans from the building owner, we combined it with our measuring and worked out our layout.
I would primarily concern myself with the presentation up front (on the right side of the drawings here), while the interior decorator would work their magic with the show suite and the sales office (the brown square area on the left and the piece hanging off the bottom left).
As we were going to be covering up some windows, we needed to add a considerable amount of track lighting.
The back of the show suite kitchen created a division of space that the visitor could feel going from the presentation area to the show suite. The transition worked quite well, breaking up the long awkward space. It had once been a pizza parlour and when the heat came on you could still smell it. It was actually quite pleasant.
We covered the curved wall with branding and moved it up. The carpet was pulled out of the recess in the floor because it was in the wrong spot to accommodate the map table, the hole was filled with plywood to level off the tile and then we taped down a large piece of nice carpet.
Two of the windows along the length were boxed over on the inside to make the surface for our ‘E’ wall. Outside, the windows were frosted with our branding to hide the back of the boxes.
So much of the branding in the real estate development world is very soft and feminine : the Martha Stewart thing.
The European village concept gave us a different vocabulary to work with. We used only touches of colour or muted colour in our photos, and a spare typographic style. And once we used that Italian red, the pieces really started to stand out from the crowd.
Our copywriter came up with the tag ‘Harvest the flavours of village life at Kettle Valley,’ and that was the last piece we needed to create the brand. So the pizza smell was very complementary.
The ‘E’ wall was where we did most of our storytelling. If you didn’t want to talk to a salesperson right away, you could put your back to them and look at the nice photos and read a bit of text.
The map table was custom, based on these sketches.
These walls framed the foyer and were a nice entrance into the presentation area. The red wall was like a hit to the head, while the pastel dancing couple was the soft kiss after.
The interior decorator used their talents to bring the upscale village theme to life. The white leather couch was comfy.