Apartment Naming: 31st and Zuni

Apartment Naming: 31st and Zuni PRESENTED TO INFINITY PROPERTY COLLECTION // APRIL 2, 2019

604 WEST 6TH AVE. // DENVER, CO 80204 // 303-407-1976 // STRADAMADE.COM

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Review context, audience and competition

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APRIL 2, 2019

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Present naming options

Logo design Brand framework, expression and palette

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Highland, The Highlands, LoHi. What is this place?

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Whatever you call it, this part of Denver is all about experiences. The kind you just can’t find in the suburbs. On every walkable block you’ll discover past and present. An evolving mix of Victorian houses, tree-lined streets and old, funky storefronts with sleek new apartments, galleries, breweries and the best mortuary-turned-restaurant in town. A little slice of East Coast old city—but with millennial energy and Rocky Mountain views.

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APRIL 2, 2019

By Marissa Kozma

Hey there, Millennial. Tired of Nebraska? California? Texas? Eastern Colorado?

We get it — you don’t love your hometown — and we don’t blame you for moving to good ole’ Denver. Every year we see you driving with your Alabama license plate going 50 down I-25 in the fast lane because the snow flurries started freaking you out, and sometimes we might honk at you, but it’s okay. We get it. We have legalized marijuana, hiking, great beer, mountains, skiing and the most chill atmosphere in any state in America. We were in your shoes once, believe it or not, and although we rag on you to our friends, the only reason we’re pissed at you is that you figured out our secret — Denver is awesome.

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Primary Audience:

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Younger, working professionals who want someplace nice in a hip neighborhood, but affordable because they don’t want a roommate.

They are willing to sacriďŹ ce personal space for neighborhood and shared amenity space.

Secondary Audience: Divorcees, some with visiting children.

Empty-nesters who might travel and spend part of the year in a different city.

The smaller of the two buildings could appeal more to older, more sophisticated residents looking for a quieter street.

90% of people in the U.S. prioritize experiences over stuff. And 93% say that relationships with other people take priority in their lifestyles.

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U.S. and Global Monitor

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Project Overview

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Project overview Location: 31st, Zuni & Wyandot Streets Currently the Colorado Department of Agriculture buildings reside on the property Two buildings – one larger, one smaller > Around 114 total units 10,000 sq. ft. public space (coffee shop/cafe + restaurant + retail) Buildings share community amenities Mostly studios with some one-bedrooms, and very few two-bedrooms > Roughly 525 sq ft. for the studios. All are pretty efďŹ cient.

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Starting at $1,500/month, these are the least expensive new apartments that a single person can get in the area.

Building shapes allow for some square units, community interaction and more light in the units, hallways and community spaces.

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Project overview // Larger building (2331 W 31st)

The front door on Zuni is more active with more connections to the community.

Shared amenities and retail/restaurant will be on the ďŹ rst oor of this building.

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Approximately 75 total residences.

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Project overview // Larger building (2331 W 31st)

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Project overview // Smaller building (3125 Wyandot)

Smaller building on the residential street is a little quieter.

49-50 total residences.

More townhome and residential in tone.

More sophisticated.

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Ground level living.

Not a townhome, but approached that way.

Loft feel with 15-foot ceilings.

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Project overview // Smaller building (3125 Wyandot)

Inspired by the scale, brick and columns of the Weir building and other historic buildings in the Highland neighborhood.

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Project overview // Amenities

Public coffee shop and hotel-like lobby with seating, workplaces and leasing office

First floor corner restaurant

Fitness center

Second floor private courtyard; residences will have walk-out access

Breakouts/ bump-outs: sitting areas that bring natural light into the hallways

Third floor indoor/outdoor rooftop deck with bar, TVs and a variety of spaces – perfect for events and reservable for private parties

1:1 underground parking

Smaller building has an amenity space that opens on to the courtyard with grilling area

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Interior sketches

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Competition

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Competition

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THE KASSERMAN 2680 18th St Amenities: Central courtyard with games, grills, breakout rooms, community room, rooftop Product Mix: studios, 1 and 2 bedrooms Price: $1,610–$3,675 Restaurants/retail on ground floor: No Look & Feel/Vibe: Sophisticated, reserved

ALEXAN LOHI 3215 Tejon St

LINE28 AT LOHI 1560 Boulder St

CENTRIC LOHI BY WINDSOR 2525 18th St

2828 ZUNI APARTMENTS 2828 Zuni St

LOHI GOLD APARTMENTS 2424 W Caithness Pl

Amenities: Central courtyard with games, grills, resident lounge, outdoor seating Product Mix: studios, 1 and 2 bedrooms Price: $1,600+ Restaurants/retail on ground floor: Yes - Method Coffee Roasters, Bartaco and Lady Jane Look & Feel/Vibe: Vintage, fun

Amenities: Pool, fitness center, rooftop deck, club/community room Product Mix: studios, 1 and 2 bedrooms Price: $1,512–$2,904 Restaurants/retail on ground floor: No Look & Feel/Vibe: Industrial, contemporary

Amenities: Pool, 3 courtyards, pet area, rooftop deck, fitness center Product Mix: studios, 1 and 2 bedrooms Price: $1,600–$2,600 Restaurants/retail on ground floor: Yes Marcella’s, The Bindery Look & Feel/Vibe: Sterile, hip

Amenities: Fitness center, lounge, sun deck, outdoor grills Product Mix: studios, 1 and 2 bedrooms Price: $,1710–$2,865 Restaurants/retail on ground floor: No Look & Feel/Vibe: Wannabe modern

Amenities: Fitness center, outdoor grills, pet area, game room, terrace, community room Product Mix: studios, 1 and 2 bedrooms Price: $1,454–$2,700 Restaurants/retail on ground floor: Yes - CorePower Yoga Look & Feel/Vibe: Green living, generic

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Competition

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Naming

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Naming approach Our project should be different from other apartments and destinations in the neighborhood. Different is good. Contrast is good. The project needs a name that conveys a sense of difference at first glance. The name should have a dose of hipness that stands apart in an otherwise semi-residential landscape — and not the usual naming conventions that developers fall back on, but something fresh.

Our names are supported by themes relevant to the project.

The neighborhood and its history. Light. Cultural relevance and vibrancy.

Colorado ethos. Or a story yet to be told.

We know the leasing office will be in the larger building, and the smaller building will share amenities. Thus, our approach: > Craft one overarching project name.

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> Name the two buildings so they relate to one another.

A nomenclature where the residents and the leasing team don’t nickname the buildings “Big” and “Small” for example.

If everyone is thinking alike, then someone isn’t thinking.

GENERAL GEORGE PATTON

Stria Stria East // Stria West

There’s a moment during the evening, some call it the golden hour.

In that moment, there are striations of light that flood through every window. Lines of warmth that beckon you to sit, relax and reflect on the day. It’s almost magical.

Scout Scout East // Scout West

Your adventure starts here. At the heart of it all. Whether it’s a night on the town or a weekend away, this is your starting point.

See it. Plan it. Do it.

Where your home is your base camp.

Pique Pique // Pique Place

Shops. Galleries. Coffee shops.

Pique your interest, whatever that interest, right here at the corner of 31st and Zuni. We pride ourselves on offering something for everyone.

Bold, refreshing and absolutely captivating. That’s life at its Pique.

Darli Darli // Darli Dot (Dot - wyandot)

LoHi. Denver’s little darling.

A neighborhood defined by its friendly disposition, architectural charm and magnetic character. A place where people come together to work and play. A place they’re proud to call their own.

Welcome to Denver’s little darling.

Olio Olio // Olio House

DeďŹ ned as a dish of many ingredients.

The alchemy of good things coming together to create something wholly new. Living, dining, shopping, hanging out. One part laidback and residential. One part vibrant neighborhood hub. A daily invitation to all kinds of people to gather in all kinds of ways.

Heyday 3125 // 2331

Why hello. It’s a brand new day in the Highland and aren’t you glad you’re here. Possibilities everywhere. Freedom to experience the city on your terms; new experiences surround you. This neighborhood is experiencing yet another high-point.

The Fableist The Fable // Novella

Here’s to the night-shifters. The nine-to-ďŹ vers. The makers and the dreamers. We, the unbridled spirits, gather here to raise our glasses and tell wonderful tales. Legends and lore alike. Join us, the story has just begun.

Box Haus Box Haus // Box Haus 49

Let’s face it, we’re a bunch of boxes. It’s what we do within those four corners that’s important. We’re taking “box” to another level. New meaning.

New expectations. Designing our homes as squares but filling them with the surprise and delights. There’s always something to discover in the Box .

Sotto Sotto // Sotto House

There’s nothing quite like the ambiance of a wonderful evening.

There’s a low whisper that drifts through the air carrying laughter and pleasure. It’s enchanting. And together, we’re going to recreate that atmosphere throughout our halls and within our homes.

Literal meaning: Italian; low whisper

Case Upper Case // Lower Case CASE & case

LoHi—modern shorthand for Lower Highlands. An uppercase/lowercase mashup, just like this district of old and ultra-modern architecture, innovative restaurants, great bars—and quiet residences. A slice of LoHi’s surprising variety, giving you the choice between the residential or urban ambiance that fits your life.

The Bell & Palmer The Bell // The Palmer

A little now, a little then. This is the Highland, loved for history, character and best-of-now experiences. Named for two 19th century land planners whose innovation transformed the neighborhood. Where timeless architecture meets the energy of today with a cafĂŠ, restaurant and smart living spaces. The way you want to live, steeped in the character of the Highland.

The Highland Park (Scottish Village) Historic District is the only fragment left of Denver's unique example of a High Victorian romantic suburb. It was laid out in 1874 on the rolling bluffs northwest of Denver City and the Platte Valley by Dr. William A. Bell and General William Jackson Palmer who named their experimental suburb Highland Park. Originally, Highland Park was the largest holding in the Highlands, running diagonally across section 29 from Zuni to Lowell between West 26th and West 38th avenues. Now, the only part of Highland Park to remain intact is the small, roughly triangular shaped piece of land bounded by West 32nd Avenue on the north, Zuni Street on the east, Dunkeld Place on the south and Clay Street on the west.

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Summary

Stria

Scout

Pique

Darli

Stria East // Stria West

Scout East // Scout West

Pique // Pique Place

Darli // Darli Dot

Olio

Heyday

The Fableist

Box Haus

Olio // Olio House

3125 // 2331

The Fable // Novella

Box Haus // Box Haus 49

Sotto APRIL 2, 2019

Sotto // Sotto House

Case Upper Case // Lower Case CASE & case

The Bell & Palmer The Bell // The Palmer