POSITIONING & CONCEPT STRATEGY | A WELLNESS OASIS

JINJU HOMES

Anthem Properties purchased a site in Burquitlam that was in the midst of immediate growth surrounding a new Skytrain station and neighbourhood re-development. The challenges with the site were three-fold - it did not have the largest footprint, the competition had a larger number of amenities, and the site was not the closest to Skytrain. The client needed to know how to position the development and stand out from the competition.

Through strategy research and insights, we saw an opportunity to differentiate with a featured amenity in wellness and targeted an Asian demographic that largely populated the Burquitlam neighbourhood. The design thinking was to position the development as an oasis inspired by the wellness spas in Korea called Jjimjilbangs. In these go-at-your own pace spas, guests can enjoy several types of dry and wet saunas, relaxing pools, with food and the usual amenities, like massages and skin treatments. The concept vision included this featured amenity, fully equipped with hot and cool rooms for mindfulness, relaxation and well-being complemented by a light, modern and calming aesthetic and programming.

The outcome was a product that sold out within weeks in the presale launch due to its unique positioning.