DEVELOPMENT VISION DOCUMENT Determining the look and feel of the Ventanas al Valle Community. A visual exploration with pictures.
By Adam Greenfader 1
Vision Contents
Intro: Goal of Creating a Dynamic Vision Competition Key Psychographics Award Winning Community Visions 1. 2. 3.
Los Trobadores Fichu Metro-Vista
Concluding Remarks & Phase II 2
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.
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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.
$180,000
Paseo las Catalinas
$160,000
$140,000
Valle Santa Cecilia
$120,000
Vista del valle
$100,000
Paseo Gales
$80,000
Los Pinos
$60,000
Caminos del Bosque
$40,000
Vista Real II $20,000
Los Prados $0 1
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Key Psychographics Come from? Age ? Gender? Marital status? Children? Buying Cycle? Years of impact? Preferred music? Clothing Type ? Era?
60% Caguas Area 25% San Juan 15% Other 60% 35-45 yrs. 15% 25-30 yrs. 65% female 45% male 60% single 40% married 65% yes 35% no 40% Move-Up 60 1st home 80’s generation and late 70’s 60% soft rock and & disco some techno/tranz Trendy, Conservative 15% Hippie 60% Technological 25% Generation X
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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. 6
Building Facades
BUILDING FACADES Apartment: Rustic yet modern window treatments with emphasis on balconies for Views Oxidized iron detailing Pavers simulating Cobblestone
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MAIN ENTRANCE 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
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RECREATIONAL FACILITIES A versatile community building or ‘town hall’, would add real value to the development.
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INTERIORS 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.
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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.
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Main Entrance 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
‚Where the metro and vista come together ‚ 12
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 13
BUIDING INTERIORS
•Modern Interiors and lots of technology showcase this Metro Vista Apartment
•Variations of white colors •Glass & Chrome details •Advanced Intelligent-home •Technology in apartments
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RECREATIONAL FACILITIES
Water elements bring peace and recreation to a busy lifestyle.
It all comes together at Central Park‌ Clean and manicured Oak trees line walking trails and open fields for play 15
FichuVision 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
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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.
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Building Facade
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
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Details “Square lamps “Ornamental Grid Iron work “Light Colors - Pastels
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Building Interiors
“Square Kitchen cabinets “Large windows “Unique lighting
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Pool area “Rounded cement elements “around pool area “Gym with full spa facilities “Beach volleyball “Tanning salon, “Fruit bar “Pink flamingo statutes
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