700 Colorado

Brand Landscape

Key takeaways & pivot points.

What the brand landscape tells us — there is a large gap between the top tier and the rest, almost no storytelling or compelling branding, and a huge opportunity to express the building's design, features and lifestyle in a savvy, narrative way. Think Monocle magazine and editorial stories over a ubiquitous template filled with stock photos and bullet points.

01Faux Beach > Cultured Coastal

02Cosmopolitan Luxe > Quiet Luxury

03Saturated & Stock > Creative Connection

04Templates & Bots > Styled & Story-led

05Bulleted Interiors & Amenities > Rich Details & Interviews

06Neighborhoodless Maps > Day In The Life Journal

On-Foot Impression

Walking the surrounding blocks.

A real-life walk around 700 Colorado, through the neighborhood and other buildings.

Addressable Market

Spheres of influence.

No more faux beach, pop colors and trite looks. But not so much so that we ignore the coastal influences and lifestyle that make Santa Monica unique versus other locations.

01 · IMMEDIATE

The Intersection

The buildings in our immediate location. Our closest physical comps, head-to-head on in-person touring. We want to win this but don't want the aperture so tight that we ignore the larger fight.

02 · DOWNTOWN SANTA MONICA

The District

The walkable core that renters shop when they've already chosen Santa Monica. The broader set that we benchmark for impression, branding, design, amenities and rents.

03 · BROADER REGION

The Region

The top of the funnel. Where neighborhood demand originates before the property is decided. The real job: pull renters west and sell Santa Monica against the rest of LA.

DTLA · K-Town · West Hollywood · Culver City · Marina del Rey · Playa Vista

SWOT Analysis

Strengths, weaknesses, opportunities, threats.

A candid read on the subject property's position, with initial insights, points of awareness and threads to pull on.

Strengths

New — we have the opportunity to react to the market and frame our position.
Coastal — access to the beach and coastline, a walkable retail scene, temperate weather and an urbane vibe without the density and chaos of DTLA.
Resurgence — Santa Monica is on the rebound with momentum and a forward story we can grab onto.
Design — what inherent strengths and differences do we have in our aesthetic, amenities program, finishes and floor plans?

Weaknesses

New — we have to get seen, online and physically, and get our story out there against established residences that have search traction, lease-renewal stickiness and non-resident traffic (Vons, TJs).
Visibility — our street presence isn't quite on par with some neighboring comps; our signage will need to work a bit harder.
Transit — the transit connection is a huge benefit, but we have to balance the extra energy it brings to our doorstep.
Zombies — the street scene is improving and is clearly better than DTLA, but it's something to be aware of.

Opportunities

Story — actual branding with a unique perspective, narrative and look that expresses the building and lifestyle in an authentic way.
Creative Class — drawing on Santa Monica's deep heritage of design, architecture, art and creative culture that has made it a long-standing destination for the savvy and styled (we miss you, Fred Segal).
Trend-Forward — a compelling aesthetic that goes beyond the current generation of fairly expected residences.
Niche Amenities — special spaces, nooks, gatherings, collabs, surprises… anything but the standard bullet list of features. Boutique and thoughtful vs commodity.
Arrival — getting seen online is one thing; the physical approach and leasing entries at adjacent properties are a confusion of signage-ridden hardscape and redirects — anything but a good first impression.

Threats

Newcomers — new towers and planned projects with unknown interiors, amenities and price points. Expect more competition, not less.
Culver/MDR/Westside — a wave of new projects with similar "central" pitch, some closer to tech, new media and LA core but further from the beach and a true coastal experience.
Blending In — there are five or six large residences within a block radius, signage everywhere and mixed entry points; some of it is starting to feel commoditized.

Creative Exercise

If this building were a hotel…

A group session — imagining and instigating, no constraints, no wrong answers. The goal is to find a thread to pull on as we begin to define the vision, position, and story. What makes 700 Colorado unique, and unmistakably different in this market.

If we were a hotel, what brand would we be?

Proper, Palihouse, W?

What's the overall vibe — in three words?

Walk through the door — what's the signature scent?

What's the soundtrack of the space?

Ambient or intentional playlist? Overt or in the background?

What's the tone of the staff?

Warm? Candid? Discreet? Creative?

What artwork is on the walls?

Who curates the coffee bar?

Blue Bottle or Chamberlain?

What brand collabs on the bathroom apothecary?

Aesop, D.S. & Durga, Erewhon?

The signature drink at the pool pop-up?

Aperol? Bero? Moon Juice?

What's parked in the garage?

The one detail people tell their friends about?

Who is our furniture collab brand?

West Elm, DWR or Stephen Kenn…?

Who hosts our running club?

Nike, Hoka, On?

Who curates the al fresco kitchen & dining?

What's our favorite brand for an easy Sunday?

James Perse or J.Crew?

What's a dream amenity?

No VE allowed.

Breakfast on Montana — on foot, bike or Uber?

What's our ideal retail tenant?

if we had a lobby café, bar or boutique?

What are we up against and how can we stand apart?

Brand Landscape

New Modern Luxury Apartments in Santa Monica California Los Angeles Now Leasing Tour Today!!!

Catherine

Catherine

1550 Lincoln

1550 Lincoln

700 Broadway