Repositioning Brochure

REPOSITIONING Veda Sherman Oaks, CA

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We’ve made our name designing a diverse collection of projects for clients worldwide.

From big to boutique, we cater to sophisticated experience seekers who like to keep their lives interesting and unpredictable. .

Our Services & Core Values

Our Approach & Markets

Collection of Work

Our Partners

Recognition

Leadership

Meet the Team

What Are Clients Are Saying

Full Project List

We invite you to view some of our most recent work.

Private Label can provide clients comprehensive services or a la carte menu of disciplines. We have high profile projects of all types, shapes & sizes Multi Family, Hospitality, Master Planned Communities, Condominiums, Senior Living, Restaurants, Retail, Clubhouses, Public Spaces & Amenities, Sales, Leasing & Information Centers, Select Private Residences, Renovations, Redevelopment and Property [re]Positioning.

✓ Interior Architecture

✓ Construction Documents

✓ Property [re]Positioning Plan

✓ Field Administration

✓ Property Positioning Oversite

✓ Architectural & Floorplan Review

✓ Exterior Colorization & Materials

✓ Specification Documentation

✓ Conceptual Design

✓ Advanced Renderings

✓ Schematic Design

✓ Common Area & Model Merchandising

✓ Design Development

✓ FF&E Selections & Budgeting

✓ Conceptual Renderings

✓ Procurement & Installation

Have you found yourself in a design dilemma? Has your current design team left you in a bind, or perhaps your project didn’t go as smoothly as planned? For over 15 years we’ve been offering a discrete search-and-rescue service that includes picking up where other design teams left off. From property positioning to floor plan rework, drawing completion to budget review, all the way through furniture procurement and installation, we’ll take the wheel and get you back on course.

People First Passion for Evolution Fiscal Responsibility

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A key differentiator is our strategic property positioning plan. We approach every project with a blank slate, without predetermined possibilities. Each phase of the process is part of a larger, well-thought out and executed plan.

We know a lot of factors keep our clients coming back, but ultimately, they return for the returns.

Discover MARKET ANALYSIS

Define KNOW YOUR “WHO”

We anticipate what’s next to reduce investment risk and plan for future consumer needs by digging deeper to define the local and targeted market. With our “boots on the ground” mentality, we are able to think like a local anywhere.

An acute understanding of your targeted market is key to innovation and anticipating consumer attitudes. It’s not an age, it’s a mindset that inspires people to connect with your brand in which they envision their best selves.

Designate THE PRIVATE LABEL

Design THE SPACE

Deliver VISION TO REALITY

Cultivate creativity while expertly balancing functionality and financial responsibility. The property positioning plan starts with the client’s vision and aspirations and ends with a detailed plan that helps visualize the competitive advantage.

Aesthetically persuasive and strategically executed, environments that are designed to spark real emotional connections cultivate an innate higher value. It’s never a risk to show some personality; it’s a definite risk not to.

With extensive knowledge of the project lifecycle, from inception to completion, we advise every step of the way.

Committed to consistently exceeding expectations, our design team focuses on delivering every detail impeccably.

The most financially successful investments we’ve been involved in are at the forefront of the design/innovation life cycle. The first adopters attain market advantage early and hold on to that financial separation until the late adopters fall in line. We don’t just anticipate the future, we design it.

When you ask us, “How we do it?” The answer is a detailed ne, you’ll hear about consumer attitudes, market trends & local aes thetics. We have longterm client relationships, and they rely on us to be forward-thinking to anticipate their every need. Whether in our backyard or overseas we bring 30 years of experience with us.

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Veda, built 40 years ago, needed an aesthetic and an infrastructure overhaul. Throughout the design process strategic decisions were made to transition the old space to the new and deliver a whole new product on the market. This required reallocating the amenities and recreating the marketing path. The aesthetic goal was to give nod to the property’s art deco style that dots southern California’s urban landscape, the new design feels classic and sophisticated with a raw and unpredictable edge.

The main entrance was opened up with the leasing concierge becoming front and center along with preserving the original grand circular staircase. The fitness space was relocated to the main level off the leasing which dramatically increased in size and offering. Included is the amphitheater which was previously a racquetball court turned outdated theater and needed to be reimagined back into a fitness space that could be accessible, flexible, and innovative.

The property was completely transformed and elevated from curb to curb. The renovation not only increased rent and overall property value. But also transitioned the building into a different submarket.

Multi Family Executive Awards Merit Best Amenity - Project of the Year Multi- Housing News Excellence Awards Silver Award Best Value Add Renovation

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Fair Lakes Senior is an adaptive reuse project that is converting two office complexes into active senior adult living units and amenities. The majority of the amenities are centrally located to create a hub of activity. They include an open dining space with a bar, conference rooms, fitness center, club room, pet spa, library, wellness center and golf simulator. The overall design took great care to convert the commercial spaces into a warm, residential environment with a comfortable and classic sophistication.

Through the use of historic colors but modern lines, the design stays true to the history of the area while also feeling contemporary and vibrant. The goal was to create a space that felt like a boutique hotel and nothing like an institutional senior living facility.

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Ten01 went through a full renovation, focusing on the five amenity floors located in the core of the property, which included restyling the façade and unit finishes. Due to the close proximity to the Arizona State University and the large growth of new apartments in the vicinity, Ten01 needed a massive overhaul to stay current and appeal to the local demographic and the high number of international students that attend the university.

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The overall design aesthetic focused on what made Tempe, Arizona a destination for people coming from all over the world. The new design also needed to improve function from a building and leasing standpoint, set the property apart from its increasing number of competitors and generate higher rents. By taking to heart the directives posed by the full property renovation, the amenity spaces embody the overall feel of living in and experiencing the desert landscape.

Key design features includes a twostory high walnut wood dimensional wall, custom perforated metal panels with art of local mountain ranges created in house, layered ceiling elements that further replicate rocky cliff faces, locally sourced wood paneling, and other custom art highlighting local areas in and around Tempe.

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BEFORE Three Collective is an adaptive reuse project in Falls Church, Virginia. A stone’s throw away from the nation’s capital, the design and construction team are working to convert 3 high rise office towers into live / work units with approximately 30,000 square feet of common spaces and super amenities, as well as corridors and exterior spaces. Each building has 3 garage levels with amenities that include a makerspace, indoor dog park, dog spas, and Luxer One package rooms as well as a main amenity floor that has conference rooms, game rooms, co-working spaces, a bowling alley, virtual reality space, art studio, recording studios, and indoor/outdoor amphitheater. A portion of the grounds will also serve as a public park.

A main focus of the design team was to cater to both extroverts and introverts, to provide spaces that are smaller and more intimate within spaces that are large with high levels of activity. The amenity spaces were meant to not just extend the living spaces of the residential units, but to extend the form and function, to create an ecosystem that evolves what their work and social lives can be. The team has created a hub for activity that allows its residents to expand their time and talents and give them spaces to do and be whatever they have always wanted to. Entrepreneurs, creators, innovators of all ages and sizes can carve out a niche here and learn and grow with the tools they need in their own home.

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Building long lasting relationships is top priority for us and we are honored to have partnered with some of the best in the business.

None of our success would be possible without being able to align ourselves with builders, owners and developers that share o ur core values of community, innovation, and fiscal responsibility. W e’re always looking to expand our portfolio and take on new challen ges. W e look forward to an opportunity to create memorable design together.

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It’s important to us that the end result is a project that enriches your bottom line, raises brand visibility, grows market share and maintains high visibility in the marketplace. But recognition is good too.

Rising Giants of Design -

- Sustainability Giants of Design

Private Label is a San Francisco and Phoenix-based interior design group which is comprised of a select, forward-thinking roster of Architects, Landscape Designers, Furniture & Product Designers, Graphic Designers, Chefs hand-selected based on the project. This unique business model leverages the best talent world-wide, providing our clients with a razor-sharp competitive advantage, all led by our executive team from start to finish.

WENDI STALLINGS

ROBBYN GABBY

Principal

Director of Fulfillment

Wendi understands the power of design to impact business success.

She has developed long-term collaborative relationships with national and international developers, business leaders and key project stakeholders. These Private Label clients value her strategic leadership, her insight into the heart of consumer preferences and target market demands, and her ability to create and position properties to stand out in the marketplace.

Successful design solutions require the delicate balance between rightbrained and left-brained thinking.

Robbyn expertly guides projects from vision to reality ensuring that every subtle detail is impeccably delivered. She is a respected and experienced project manager with extensive knowledge of the project lifecycle. She is responsive and collaborative as she seamlessly coordinates project phases—the goto person as the final details come together on site.

CHRISTINA JOHNSON Creative Director

Christina is a multifaceted designer who creatively infuses spaces with captivating personality while balancing the functional and financial needs of a project. Her background in creative writing, performing arts, art history and community building allows her to create a dialogue between conception and reality, while consistently staying in touch with current markets. She maintains an active presence throughout the entire project providing invaluable design expertise.

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SUSAN PATTERSON Interior Designer & Field Coordinator

HEATHER STAPLETON Interior Designer

WHITNEY JENSEN

HANNAH GUTIERREZ

Lead Interior Designer

Interior Designer

JOHN CAJOWSKI Senior Job Captain & CAD Technician

ANTHONY SHORT CAD Technician & Millwork Specialist

“Private Label has provided a high level of quality services and design and adapted their designs and finishes based on the various markets across the country, from east coast, southeast, southwest and northwest regions.

The creativity and level of detail that Wendi Stallings, Christina Johnson, and team brings to the table has been a refreshing experience.“

“Private Label created a design standard for our senior living communities. Their role has since evolved to provide design services for all of our multi-family projects. We truly appreciate their fresh and relevant approach to design! Their technical skills and design knowledge are exceptional and highly valued.” “Excelling in all areas of project development – from concept to installation.“

“Private Label isn't afraid of projects of any size.

From single amenity solutions to full holistic design & property repositioning, the group has been highly regarded. “ “I can always count on Private Label to design to a budget & have relied upon their design guidance towards yearly budgeting.”

“Private Label respects the need to provide a design that is constructable while pushing the boundaries of everyday finishes. Their teamwork focus creates an inviting opportunity for collaboration which produces superior schedule results. At every step of the project PLI provides undivided support and helps shepherd our projects success.“

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HOTEL & RESORTS Harborside Resort at Atlantis, Bahamas* Hard Rock Hotels, Las Vegas, NV* Hilton Garden Inn, Appleton, WI* Hilton Garden Inn, Everett, WA* Hilton Garden Inn, Grand Forks, ND* Hilton Garden Inn, Oshkosh, WI* Hilton Home2 Suites, Green Bay, WI Planet Hollywood, Las Vegas, Nevada* Prescott Resort & Conference Center, Prescott, AZ* Sheraton Desert Oasis, Scottsdale, Arizona* Sheraton Fisherman’s Wharf, San Francisco, CA* Sheraton Harbor Island, San Diego, CA* Sheraton Mountain Vista, Steamboat Springs, Colorado* Sheraton Overland Park, KS* Sheraton Seattle, Seattle, Washington* Sheraton Vista, Orlando, Florida* St Regis Punta Mita Cultural Center, Mexico* St. Regis Punta Mita Ownership Gallery, Mexico* The Westin Cancun Gallery, Cancun, Mexico* The Westin Desert Willow, Palm Desert, Arizona* The Westin Ka’anapali Ocean Resort, Maui, Hawaii* The Westin Kierland Villas, Scottsdale, AZ* The Westin Lagunamar Gallery, Cancun, Mexico* The Westin Lagunamar Ocean Resort, Cancun, Mexico* The Westin Los Cabos, Los Cabo, Mexico* The Westin Mission Hills Resort & Villas, Rancho Mirage, CA* The Westin Princeville, Kauai, Hawaii* The Westin Riverfront Mountain Villas – Avon, Colorado* The Westin St. John Resort & Villas, U.S. Virgin Island* The Residences Viceroy Snowmass, Aspen, CO* Vistana’s Beach Club, Jensen Beach, Florida* Wyndham Phoenix, Phoenix, AZ* FOOD & BEVERAGE Bare Bottle Brewing Company ChezVous Creperie, Scottsdale, AZ Coffee Bean & Tea Leaf, NV* Gelato Spot, Branding & Flagship Store, Tempe, AZ* Helton Brewing Company, Phoenix, AZ Ovation Brand @ Revel Properties Social Club @ Revel Properties Starfire Clubhouse, Scottsdale, AZ The Bamboo Club, Tysons Corner Center, Tysons, VA The Herb Box Market, Southbridge, Scottsdale, AZ The Herb Box, Eden Prairie, MN The Herb Box, Southbridge, Scottsdale, AZ The Original Cupcakes Franchise, Canada The Original Cupcakes, Abbotsford, Canada The Original Cupcakes, Burnaby, Canada The Original Cupcakes, Richmond, Canada The Original Cupcakes, Surrey, Canada The Original Cupcakes, Vancouver, Canada

MULTI FAMILY 1345 Fillmore St., San Francisco, CA 1410 Steiner, San Francisco, CA 1550 Eddy St., San Francisco, CA 2900 on First, Seattle, WA 717 Olympic, Los Angeles, CA ABQ Uptown Apartments, Albuquerque, NM Annadel, Santa Rosa, CA Blackwood Groves, Bosman, MT Biscayne Bay, Chandler, AZ Cabana at the Pointe, Phoenix, AZ Cabana Brand Positioning Cabana on 24th, Phoenix, AZ Cabana on 7th , Phoenix, AZ Cabana on Dumont, Las Vegas, AZ Cabana on McClintock, Tempe, AZ Cabana on Mill, Tempe, AZ Cabana on Thomas, Phoenix, AZ Cabochon, River Oaks, TX Calhoun Beach Club, Minneapolis, MI Centric, Cleveland, OH Chazal, Scottsdale, AZ Copeland, Grand Prairie, TX Corsair, Grand Prairie, TX Cortesian, Scottsdale, AZ Costa Verano, Jacksonville, FL* Damonte Ranch, Reno, NV Envy, Scottsdale, AZ Etta, San Francisco, CA Fountain Plaza, San Jose, CA Galleria & Cadence, Las Vegas, NV Garland Marketplace, Garland, TX Harkin on Bell, Phoenix, AZ Houston House, Houston, TX Inspire, Scottsdale, AZ Jefferson & Ivy, Murrieta, CA Landmark on Central, Phoenix, AZ* Living at Noho, North Hollywood Living at Santa Monica, Santa Monica, CA LVB & Neal, Henderson, NV Main Street Plaza, Scottsdale, AZ* Novi at Jordan Station, West Jordan, UT Palladium, Scottsdale, AZ Palm Court, Phoenix, AZ Paradise Palms, Phoenix, AZ Park at Canyon Ridge, Aurora, CO Plaza 500, Phoenix, AZ Preserve at Marin, Corte Madera, CA San Melia, Phoenix, AZ San Miguel, San Antonio, TX Santa Rosa Oaks, Santa Rosa, CA Scottsdale Gateway, Scottsdale, AZ Second Creek Farms, Denver, CO Silver Valley, Mesa, AZ Sky3, Portland, OR Skyline Bldg. 1, Falls Church, VA Skyline Bldg. 2, Falls Church, VA Skyline Bldg. 3, Falls Church, VA

Solaire, Scottsdale, AZ South Lake Union Discovery Center, Seattle, WA* Sunset Vine Towers. Los Angeles, CA St. Rose & Bruner, Las Vegas, NV Sway, Santa Monica, CA Ten 01, Tempe, AZ The Fillmore Center, San Francisco, CA The Offset, Sacramento, CA The Flamingo, Miami Beach, FL The Landmark at Kierland, Scottsdale, AZ* Véda, Sherman Oaks, CA Verano, Phoenix, AZ Villas Malibu Sales Center, Malibu, CA* Visconti & Glen, Scottsdale, AZ Vue Sales Center, San Pedro, CA* Waterfront, Lakewood, CA Westgate, Glendale, AZ MASTER PLANNED COMMUNITIES 2200 West Lake + Enso + Veer Lofts Sales Center, Seattle, WA* Anthem Golf and Country Club Information Center, Anthem, AZ* Chaparral Pines Sales Center, Payson, AZ* City North Information Center, Phoenix, AZ* DC Ranch Sales Center, Scottsdale AZ* Estrella Mountain Ranch Information Center, Goodyear, AZ* Kukui’ula, Poipu Information Center, HI* Marley Park Information Center, Surprise, AZ* Mesa Del Sol Information Center, Albuquerque, NM* Silverleaf Sales Center, Scottsdale, AZ* South Lake Union Discovery Center, Seattle, WA* The Grande Pavilion, Information Center, New Delhi, India* The Rim, Sales Center, Payson, AZ* Verrado Information Center, Buckeye, AZ* SENIOR LIVING Clearwater at Riverpark, Oxnard, CA DelAmo, Torrance, CA Fair Lakes Senior, Fairfax, VA Maravilla, Scottsdale, AZ* MorningStar at Hillsboro, Hillsboro, OR MorningStar of Kirkland, Kirkland, WA Provence Springs, Colorado Springs, CA Revel Damonte Ranch, Reno, NV Revel Eagle, Eagle, ID Revel Folsom, Folsom, CA Revel Issaquah, Issaquah, WA Revel Lacey, Lacey, WA

Revel Lakeway, Lakeway, TX Revel Legacy, Scottsdale, AZ Revel Lodi, Lodi, CA Revel Nevada, Henderson, NV Revel Palm Desert, Palm Desert, CA Revel Rancharrah, Reno, NV Revel Scottsdale, Scottsdale, AZ Revel Spokane, Spokane, WA Revel Vegas, Las Vegas, NV Robson Ranch, Casa Grande, AZ* DESIGN CENTERS Camelot Homes, Scottsdale, AZ* Envy, Deco Communities, Scottsdale, AZ Robson Ranch, Casa Grande, AZ* RETAIL & SPECIALTY America West Arena, Phoenix Suns, Phoenix, AZ* Beadniks Franchise* Bloom 117, Parametric Dome, Multiple Locations, USA Calhoun Beach Athletic Club, Minneapolis, MN Circle K Corporation, Arizona Locations* Heidi’s, Scottsdale, AZ* Roger Penskie Museum of Speed, Scottsdale, AZ* The Flamingo Athletic Club, Miami Beach, FL West of SoHo, Phoenix, AZ WORKPLACE & MEDICAL Chandler Office Complex, Chandler, AZ Cox Communications Headquarters, Phoenix, AZ* Dr. Pavese Plastic Surgery, Tempe, AZ* Kidzaam Kids Dentistry Franchise, Prescott Valley, AZ* Legacy Bank of Arizona, Scottsdale, AZ* Meridian Bank, Phoenix, AZ* Skyline, Falls Church, VA The James Agency, Scottsdale, AZ Wells Fargo Offices, Multiple Locations* * Indicates project completed at previous firms

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480.725.5688 i n f o @ p ri va t e la b e l in t l. com 415.877.5688 i nf o@pri vat elabel int l. com 949.989.5688 i n f o @ p ri va t e la b e l in t l. com