CASE STUDY: Pulte Homes By Del Webb
Objective
To design a flexible, customizable and reusable sales pavilion that immerses prospective residents in the Del Webb brand, helping them envision their new life, home and community.
Result
Each development’s sales pavilion provides a flexible platform that identifies with the specific buyer segment and presents the experience from the point of view of becoming a member of a community, demonstrating the appropriate lifestyle and ambience representative of its surroundings.
Design Elements
- There are two experiential positions: The “Club” locations reflect a more luxurious ambience with dark, rich wood tones and a neutral palette, while the “Solera” communities feature more casual, colorful environments with lighter tones for more mid-market appeal.
- Within the pavilion, each touchpoint reflects the key residential attributes, organizing the traffic flow through the experiential space. The Welcome Center allows sales associates to greet guests and gather information. The People Zone serves as a comfortable lounge setting. The Community Zone describes the rewards through a structured wall graphic system. The Amenity Zone communicates the community’s activities and attractions focusing on the benefits of healthy living. The last zone is the Homes section that displays and interprets home choices and features.
- High-end residential-like furniture lends a less corporate office feel than their earlier projects while uniquely designed wood topography tables exhibit the development’s plot map to give guests a true feel for the surroundings.
- Materials in the more upscale “Club” atmosphere include dark walnut finishes with lighter earth tone accents of stone flooring and glass tile. The more casual “Solera” communities feature the warmer cherry flooring and fixturing details and a multi-color slate back wall in the Welcome Center.
- An extensive system of graphics clearly illustrates the essence of the Del Webb lifestyles. From rotating homes panels to overscaled wall graphics, a variety of graphic depictions help define zones within the pavilion. Two-sided vertical banners also separate zones and serve as a backdrop for “discovery box” floor fixtures.
