XvI EDITION
For Elan, we’re turning square footage into an experience, and that’s what justifies higher rents.
Interview: The Repositioning Lab Series
by Pria Rajput
Repositioning + Creative Strategist
Because a brand is the story tenants buy into. For Elan, we’re crafting an entire ecosystem from the name (evoking energy and elegance) to the interior palette (warm neutrals with bold accents). This isn’t just aesthetics; it’s a 20% premium in perceived value.
PRIA:
Why should developers invest in full branding, not just a logo for their properties?
KIA:
Take Elan’s coworking lounge: Curved furniture and biophilic textures mirror its “fluid connectivity” tagline. Every detail trains tenants to associate the space with modern flexibility which justifies higher rents and faster leases.
PRIA:
How does interior design reinforce a property’s brand?
KIA:
Absolutely. For Elan, we’re staging vignettes (think: “Wellness Wing” mockups) to visualize niches before buildout. Early interest is 3x higher than the developer’s last unbranded project, proof that clarity attracts commitment.
PRIA:
Can branding really impact leasing velocity?
KIA:
It is said that branded spaces lease 30-50% faster. With Elan, we’re designing modular signage and IG-ready corners to make the space market itself, cutting marketing costs while attracting digitally native tenants.
PRIA:
What’s the ROI of branding for value-add deals?
KIA:
"Tenants don't choose spaces - they choose identities. "
We show them the math. Take Elan, our current concept—by investing in full branding (identity, interiors, and a tenant experience strategy), we project a 12-15% rent premium versus generic spaces. The upfront cost is recouped in 18 months through faster leasing and higher retention. It’s not decoration, it’s a revenue accelerator.
PRIA:
How do you convince developers that branding pays off, especially when budgets are tight?
KIA:
