Upload
adam-greenfader
View
223
Download
4
Tags:
Embed Size (px)
DESCRIPTION
A visula exploration of 3 different "looks and fee"l for a residential community design.
Citation preview
1
DEVELOPMENT VISION DOCUMENT Determining the look and feel of the Ventanas al Valle Community. A visual exploration with pictures.
By Adam Greenfader
2
Vision Contents Intro: Goal of Creating a Dynamic Vision
Competition
Key Psychographics
Award Winning Community Visions
1. Los Trobadores
2. Fichu
3. Metro-Vista
Concluding Remarks & Phase II
3
Our Goal
In a crowded market area such as the Caguas region, the key to Ventanas al Valle’s success is product differentiation. Our goal is to establish a coherent vision and style for the Ventanas Al Valle project.
AXYON’s core objective is to develop a highly focused product
differentiation strategy ” a vision that will set Ventanas al Valle apart from the competing developments in this market.
This vision will be developed in two phases; phase 1
establishing a look, phase 2 building out the detail library.
4
Competition There are presently eight (8) walk-up projects in the Caguas market region, as well as another four proposed developments that are in the design and/or planning phase. A typical 3 bedroom / 2bath. walk-up apartments has an average sales price of $147,000 with an average size of 1,300 square feet. Penthouse units in these developments average a sales price of $179,000 with and an average of 1,930 square feet.
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
1
Paseo las Catalinas
Valle Santa Cecilia
Vista del valle
Paseo Gales
Los Pinos
Caminos del Bosque
Vista Real II
Los Prados
5
Key Psychographics Come from? 60% Caguas Area 25% San Juan 15% Other Age ? 60% 35-45 yrs. 15% 25-30 yrs. Gender? 65% female 45% male
Marital status? 60% single 40% married
Children? 65% yes 35% no
Buying Cycle? 40% Move-Up 60 1st home
Years of impact? 80’s generation and late 70’s
Preferred music? 60% soft rock and & disco some techno/tranz
Clothing Type ? Trendy, Conservative
Era? 15% Hippie 60% Technological 25% Generation X
6
Vision 1
Old San Juan
Psychographics - Security, ‚our culture‛, Spanish class, an tight knit community, solid, built to last. W.I.F.M. ” ‚Caguas should be the center, many good moments in the Old City, Madre Patria‛ Key Symbols - El Morro, cobblestone streets, Garitas, bright colors, balconies.
7
Oxidized iron detailing Pavers simulating Cobblestone
Apartment: Rustic yet modern window treatments with emphasis on balconies for Views
Building Facades
BUILDING FACADES
8
Entrance of clusters:
Simulating squares of Old San
Juan with benches, tables, and palm trees
Names for clusters, streets and
facilities:
San Sebastion, La Luna, Ponce
de Leon, Columbus
Dress Code:
Retro 15th century
Spanish military
Signage:
Tiles in cement plaster
MAIN ENTRANCE
9
RECREATIONAL FACILITIES
A versatile community building or ‘town hall’, would add real value to the development.
10
Modern Space design with emphasis on ‚rustic‛. Tiles: Ceramic Tiles with texture Kitchen Cabinets: Light Oak Bathrooms: Spanish style tiles on walls Exterior Doors: pattern molding Windows: cross patterns.
INTERIORS
11
Vision 2
THE CITY
Psychographics ” modern, a place for top people, ‚If you can make it there..‛ W.I.F.M. ” ‚Caguas is the center, I have been to NYC, working for a living, all the luxury of NYC apt. Key Symbols ” Central Park, bridges, Yankees, brownstones.
12
Main Entrance
‚Where the metro and vista come together ‚
Controlled Accessed Entrance: Simulated bridge before entrance Downtown The Guard and Sales person: The uniforms are emulate NYC police Signage: 1920’s Broadway type. The same style NYC uses
13
BUIDING FACADES
Architecture: Modern architecture meets classic brownstone The Elevator is the jewel (Windows to the world) Names for clusters, streets and facilities: Central Park, Grand Central Broadway, Downtown
14
•Modern Interiors and lots of technology showcase this Metro Vista Apartment •Variations of white colors •Glass & Chrome details •Advanced Intelligent-home •Technology in apartments
BUIDING INTERIORS
15
RECREATIONAL FACILITIES
It all comes together at Central Park… Clean and manicured Oak trees line walking trails and open fields for play
Water elements bring peace and recreation to a busy lifestyle.
16
Fichu- Vision 3
South Beach Psychographics ” modern, a place for sexy Latin people, hip, trendy, and fast paced, style is key. W.I.F.M. ” ‚my second home‛, looking good is important, south beach is my oasis, I am a trend setter. Key Symbols ” art deco, fashion, the beach, pink, neon.
17
Main Entrance & Security Guard Houses
The Entrance is a 1920’s retro movie theatre, ‚Fichu is where your life is full entertainment‛. Lots of pastel colors, rounded architecture, and Palm trees The Guard and Sales person: The uniforms are playful Summer attire ” white reflective of cabana boys uniform) Signage: Exciting action oriented typography painted brightly Neon.
18
Building / Facilities: South Beach Style with lots of rounded architecture Murals to be used as accent points. Names for clusters, streets and facilities: Villa Valentino Villa Armani Villa Nono Maldonado
Building Facade
19
Details
“Square lamps “Ornamental Grid Iron work “Light Colors - Pastels
20
Building Interiors
“Square Kitchen cabinets “Large windows “Unique lighting
21
Pool area
“Rounded cement elements “around pool area “Gym with full spa facilities “Beach volleyball “Tanning salon, “Fruit bar “Pink flamingo statutes