March 28, 2007

Niche markets lead to creative new housing design

Jean Sorensen

correspondent

VANCOUVER

One of the challenges that developers and contractors building for today’s market face is the diversity of the modern family. That leaves sectors of the market under-served and Aragon Development Corporation saw one such niche when it set out to build Moda, a Yaletown-like townhouse complex on Vancouver’s west side.

Aragon President Lenny Moy says the project is geared to appeal to the “urban type of buyer” who is “more the artistic type”. What make the units so appealing are not just the materials used in them, but the fact that they have two dens. The dens measure 10 feet by 12 feet with large spacious windows. These two bedroom and two den units have attracted couples where each wants a home office or studio, or, it provides the option of using one for an office and the second for a sewing room or television room, says Moy.

“We had a couple who were journalists move in and they were delighted to each have their own den,” he says, adding individuals from the entertainment industry as well as professionals have bought into the Moda townhouse complex.

Diane Zarola, director of sales and marketing, says: “In every case, the buyers are youngish professional couples, in their early 30s and one couple does have a small child.”

But, catering to the edgy urban professional or creative type has also meant giving the units a different feel. “We have found materials for finishing that are not the same as other projects,” says Moy. Aragon - which has its own construction arm – went to Victoria and reclaimed old brick from demolished buildings to create a rustic looking feature wall in the townhouse unit’s living room. As well, the living-room has open beam ceilings giving it a loft-like feel. Fir flooring is used throughout the townhouses. The flooring came from reclaimed wood taken from pier pilings and a demolished lumber mill. These older salvaged timber provides clear and tight grained grades that would be difficult to find on today’s market.

“I didn’t want it to look like the standard drywall and carpet everywhere housing that is offered. I wanted something different for the crowd I was after,” says Moy.

Also, the location chosen by Moy is not as he calls it “centre ice” as the crowd that these units would appeal to prefer conveniences and transit close by, but they do not want to be spotlighted or in the midst of development. The Selkirk street development is shouldered onto the Marpole area and, as such, it provides the advantages of the west side at a price point that is $100,000 below units selling further west in Marpole. The price ranges from $525,900 to $589,000 for the three-storey townhouse units. Moda includes 23 units, with floor space ranging from 1,250 to 1,350 square feet approximately and approximately half are already sold.

The firm Gomberoff Bell Lyon Architects in Vancouver was called in to design the homes. Aragon Construction Management, the general contractor, was finishing a nearby project but clients looking at it also indicated that there was a market demand for a design that would draw in the buyer who appreciated design, was a professional, and didn’t have the traditional family with two kids.

“We really wanted to compete in the market on design,” says Moy. “We wanted to appeal to the buyer who would look at the little details that we have added compared to other developments. It takes a certain type of buyer to recognize and value good design.”

Moy says that while adding items such as open beams to the living-room is a contemporary design feature, it does provide design challenges with the regulatory systems in place. There emerge questions of fire protection and how the lighting will be dealt with. It’s a tougher undertaking for a developer, he says, but the end product is such that the buyer looking for a unique home will be willing to pay for those extras.

The multi-levels within the townhouse are appealing as they provide separate activity areas, says Zarola. Individuals can find quiet space to work, sleep, or space to entertain without infringe on other parties.

The main floor has an open-area design. The modern clean design in the kitchen is achieved by the use of wood, and stainless steel KitchenAid Architect series appliances, all highlighted by recessed spot lighting. A separate dining area is large enough to house a dining-room set while the living-room has its beamed ceiling, a gas fireplace, as well as brick and wood. The living-room utilizes the open beams to suspend rail lighting over the area. The second and third floors each contain a bathroom, den, and bedroom with the master bedroom on the third level. There’s also a large storage closet on the third level. The third floor also houses the washer and dryer. This upper level also provides entry to a rooftop deck, which is in addition to a small, ground level courtyard attached to each townhouse.

“The whole design has a contemporary feel and fits very well with the way that we live today, “ Zarola says.

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