P      I      N      D      Ʌ      R



(Columbia Heights, D.C.)



(Takoma (Park) D.C./MD)



(H Street NE, D.C.)



(U Street, D.C.)


 where does the customer want to be? 


"Our guiding principal was that design is neither an

  intellectual nor a material affair, but simply an integral

  part of the stuff of life, necessary for everyone in a

  civilized society."

- Walter Gropius, Founder of the Bauhaus School 



 "The market has taken one commodity product after another and turned it into an

   emotional experience."                                              David Brooks, New York Times

We see the following "Drivers" influencing a Customer's choice:  


Does the location and product meet their needs?


Is what they need something they can afford?


Does the location and product fit their lifestyle? 


Is the location convenient to what their personal and/or professional interests are? 


Is the location convenient to their friends and family base?


Does the location and product contribute to and reinforce the brand or image the customer has of themselves?

Hopes and Dreams:

Is the location and/or product accretive to the customer's aspirational desires?

Do they love it?

What can they Afford?

And what are their priorities?

  • Location?
  • Size?
  • Quality?
  • Character/Style of Community?
  • Community Amenities?
  • Neighborhood Amenities?
  • Neighborhood Draws?
  • Transportation Availability?
  • Authenticity?

The Bank Lofts

Denver, CO