AFFORDABLE & STUDENT
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.
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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
✓ Property [re]Positioning Plan
✓ Property Positioning Oversite
✓ Exterior Colorization & Materials
✓ Conceptual Design
✓ Schematic Design
✓ Design Development
✓ Conceptual Renderings
✓ Construction Documents
✓ Field Administration
✓ Architectural & Floorplan Review
✓ Specification Documentation
✓ Advanced Renderings
✓ Common Area & Model Merchandising
✓ FF&E Selections & Budgeting
✓ 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
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
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.
Designate THE PRIVATE LABEL
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.
Define KNOW YOUR “WHO”
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.
Design THE SPACE
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.
Deliver VISION TO REALITY
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 aesthetics. 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.
Living at NoHo is a collection of three properties with their own unique name, brand and feel in a vibrant neighbor in North Hollywood The scope of updates includes the leasing office, lobbies, club, co-working spaces, elevators, unit corridors, exterior paint and pools
Multi-Housing News Excellence Awards Bronze Award Best Value Add Renovation
The interior spaces reflect the eclectic and unique feel of North Hollywood, with custom and public artwork, handmade tiles, and mix of polished and worn materials Most lobby furniture onsite was to be builtin for security and materials needed to be extra durable
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
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
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
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
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
Living at Santa Monica is a collection of 13 buildings all branded separately under the overarching brand of Living at Santa Monica These boutique scale apartment buildings have around 50 units each located in downtown Santa Monica We worked to reposition the whole collection over the span of 6 years, however each project was a speed-to market refresh that ranged from exterior paint, lobby updates, outdoor courtyards, and corridors
The main design challenge was the goal to make each space more secure, to have all built-in furniture and extra durable materials to combat the transient nature of the area and the proximity to the ocean
Los Angeles County Signature Awards Best Restoration / Rehab
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
To reflect the historic neighborhood, the Fillmore Center design is a modern interpretation of the art deco style Graphic flooring patterns custom art and wallcovering, built in seating and warm materials combine together to create a bold aesthetic
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 our core values of community, innovation, and fiscal responsibility. We’re always looking to expand our portfolio and take on new challenges. We look forward to an opportunity to create memorable design together.
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 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.
ROBBYN GABBY Director of FulfillmentSuccessful 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.
WENDI STALLINGS Principal
SUSAN PATTERSON Interior Designer & Field Coordinator
WHITNEY JENSEN Lead Interior Designer
HANNAH GUTIERREZ Interior Designer
ANTHONY SHORT CAD Technician & Millwork Specialist
JOHN CAJOWSKI Senior Job Captain & CAD Technician
HEATHER STAPLETON Interior Designer
“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.“
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
480.725.5688 info@privatelabelintl.com
415.877.5688 info@privatelabelintl.com
949.989.5688 info@privatelabelintl.com