Re-branding and new Brand Communications services for an iconic and upmarket Sarasota apartment community. Reprogramming of the clubhouse interior to correlate to that of an antebellum mansion which expresses like a boutique hotel. Architectural lighting for the clubhouse interior and exterior to communicate brand values to the high traffic frontage after sunset.
When marketing an apartment complex, there should be an ascending level of value impressions from the street through leasing to the model and back. The challenge here was a clubhouse interior that didn’t correlate authentically with the columned antebellum architecture on the outside. What’s more, the interior was functionally finished and furnished, but the interior program wasn’t seen as an amenity and look but don’t touch was the message.
The new interior programming and design provided an activated asset for the leasing path and a well appreciated and well used amenity for the residents and community functions.
Designed in coordination with Terry Winters Interior Design.
