When creating their first co-living project, Cohost West Bund, the team at Cohost knew that it was critical to stand out from the typical image of a landlord, in order to capture a more mature and sophisticated tenant. From the earliest designs of space, to the selection of furnishings to the launch communications, it was important to keep a consistent brand experience.
“We had a clear vision of what we wanted to Cohost to stand for and needed the right partners to bring it to life,” explains Todd Gill, CEO and Founder of Cohost, a design-led brand set up two years ago to reimagine rental living.
“Communicating this vision to the market was the last step, but a critical one to ensure that we realised the full value of what we had created. We worked with Spectra Partnership to launch the property, and loved what they brought to the project.”
Serving Shanghai’s Professional Class
Spectra, a specialist design and innovation firm for real estate, created a concept that would connect to the global nomads who lived and worked in Shanghai, but had travelled, studied and worked in the world’s other major urban hubs like London, New York or Singapore.
“Our team understood that in order to capture this specific audience, which was older and more advanced in their professional lives than the ‘typical’ co-living tenant, we needed to do more than just talk about being in a ‘like-minded’ community,” explains Yves N’Gakoutou, Managing Partner at Spectra. “Cohost’s brand vision was strong – love your landlord. Our role was to bring it to life in a way that would resonate with Shanghai’s global nomads.”
Succeeding by Providing a Life Base
Core to this was that Cohost was creating more than just another trendy space, but building a foundation that would let its tenants focus on creating the lifestyle they desired – be it in their career, their friendships or their own personal passions.
From a real estate investment perspective, we saw the opportunity to bring to the market a more mature co-living product that adds a superior premium to the valuation of the underlying asset,” says Kelvin Wong, Managing Director of Pamfleet. “We’ve been thrilled with the positive reception it has received by both prospective tenants and in local media. The launch with Spectra has really helped to elevate awareness and realise the premium that was envisioned by our team, lead by Qiao Yu.”
Cohost West Bund in Pictures
This sponsored feature was provided by Spectra Partnership. To find out more about the company, its projects and its partners, please visit their website here.