SPEED-TO-MARKET Veda Scottsdale, AZ
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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
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Meet the Team
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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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Fountain Plaza is a market rate apartment property in San Jose, CA. Each area of the property has been assessed for updates over the next several years, with this area of focus being the leasing office and adjacent club room, fitness center and pool area. The main scope was finishes and furniture to reprogram and redesign the spaces to be more modern and usable.
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BEFORE Novi at Jordan Station is the very definition of speed to market. The scope was mainly furniture and very strategic finishes, but sometimes that’s all it takes to bring a space into the current market and activate the amenities.
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ASID Design Excellence Awards 3rd Place Business Office Under 5000 Sq Ft
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BEFORE Sakura is in the culturally rich Little Tokyo in downtown Los Angeles. The design was inspired by the area with clean lines and interesting graphics. The biggest need at the property was adding co-working spaces and a more functional leasing area so extra care was put in to laying those spaces out to be as functional and flexible as possible.
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BEFORE Hikari is a sister property of Sakura and is also located in Little Tokyo in downtown Los Angeles. The goal here was to create a more functional leasing area and add co-working spaces. While infusing the Japanese culture of the area was important here as well, we also wanted to make sure it felt unique compared to its sister property, so this design is softer with more faded colors and vintage style graphics.
BEFORE Victor on Venice is a unique building in Culver City. Originally designed in an Art Deco revival style, the property has several unused areas that needed to be activated with fresh layouts and character. The overall updates include indoor and outdoor amenities, exterior materials and repaint, and unit corridors.
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Victor on Venice Los Angeles, CA
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CODAWorX Collaboration of Design + Art Design Award Architectural Art ASID Design Excellence Awards 2nd Place Furniture, Fixtures and Elements ASID Design Excellence Awards 2nd Place Singular Space
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The existing community building offered heavy architectural details, multiple enclosed spaces and a palette of dark desert hues. The design team wanted to help the community convey an image of a fresh, desert oasis to pay homage to its coastal inspired name and better position it in the market, an up and coming tech hub.
The team opened the space to create a light-filled interior with views of the pool serving as a focal point. An oval shape was used to delineate the reception area and create a nucleus for planning. Graphics applied to an oval soffit mimic the inset flooring detail and are accented by an ombré graphic on the curved face of the reception desk. Dynamic screen walls create structure to the space while providing visual interest and maintaining spatial connections. Unique details and decorative lighting add character and artistic touches to each space. A palette of refreshing hues transforms the once dark interior into a serene oasis.
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BEFORE Multi-Housing News Excellence Awards Bronze Award Best Value Add Renovation
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Living at NoHo is located in the arts district in North Hollywood and consists of three properties that all have their own amenities. The property was overhauled with added co-working spaces, parcel lockers, and lounge areas. The targeted demographic was a mix of singers, actors, writers, as well as more typical white collar and blue collar workers which affected design of the co-working and lounge spaces. The interior design was inspired by a modern art museum with white walls, strong architectural elements and neutral flooring as the backdrop for colorful accents, framed art and dramatic murals. A striking detail in the lobby area that creates impact inside and out is the installation of a daisy chain curtain in a striated color pattern—a dripping paint effect.
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Living at NoHo North Hollywood, CA
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Living at NoHo North Hollywood, CA
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Cabana On Thomas Phoenix, Arizona
Deco Communities purchased a 1960's apartment complex in an "A" location and wanted to breathe new life back into this once desirable place to live. The scope included a comprehensive property repositioning plan inclusive of exterior paint schemes, signage, graphic and cultural brand elements. The public spaces that were addressed included: the leasing office, leasing displays, club house, models, branded laundries, fitness center as well as exterior commons spaces and signature cabanas. The challenges were to transform the property on a minimal budget and reuse as much of the existing architecture as possible.
The overall vision of the property was strongly influenced by international fashion trends, national art and design, with a focus on the local community. The designers pulled in unique vintage pieces from neighborhood stores, one-of-a-kind art, and hired a local artist to create exterior murals as public art. The combination of each of these elements resulted in the unique look.
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Los Angeles County Signature Awards Best Restoration / Rehab
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Living at Santa Monica Santa Monica, CA
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Waterfront apartments is located in Lakewood, Colorado in close proximity to the Rocky Mountains and the Smith Reservoir. Our scope was a quick turn refresh of the leasing and amenity spaces that lacked character and function.
With inspiration from the local area, we used natural woods. large scale wallcovering, and a simple color palette to update the space. The flow of the leasing offices and main concierge desk was integral to the marketing path, as well as incorporating co-working and lounge areas for residents.
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Cabochon, is located in the prestigious neighborhood of River Oaks, uniquely positioned in the center of Houston, Texas. As a classic 1960s high-rise multifamily buildings with a total of 266 units, it was a perfect model for a boutique lifestyle driven residence. The focus of the design was not only to remodel the space, but to achieve personality in the design. A design solution that expresses its own unique characteristics, while reflects the local culture and style through showcasing local art and carefully sourcing furniture and materials. The new space plan helped create a sense of community through carefully outfitting shared spaces such as the lobby & leasing functions, lounge & technology spaces, and exterior social spaces & pool.
BEFORE ASID Design Excellence Awards 2 nd Place Singular Space
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BEFORE Cabachon at River Oaks Houston, TX
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BEFORE Fillmore Center is a unique apartment community in the Fillmore district of downtown San Francisco. The property consists of 10 residential buildings, each with unique conditions. The building updates are being phased over time, updates including lobbies, mailrooms, transition corridors between buildings and unit corridors.
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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