Meet Elle Apartments, the office-turned-residential conversion located in DC’s Golden Triangle neighborhood. Home to the former Peace Corps HQ, the building is in the process of being transformed into 163 state-of-the-art apartments with elevated amenities and a buzzy ground-floor restaurant.
Elle’s brand, concepted by our Brand team, plays off the property’s location on 1111 20th Street—the name pays homage to its L Street location while the double L resembles an 11. The creative concept nods to its location in Golden Triangle with gold accents, natural greenery, and sustainable details throughout the physical property bridging the onsite experience with the brand.
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By the year’s end, adaptive reuse will continue to skyrocket with an anticipated 20,000+ units hitting the US market. DC ranks second in the US for most conversions by city with 1,700+ units converted from 2020 to 2021 and Downtown DC’s “2027 Vision for the Future” estimates the office vacancy rate will be below 9% within the next five years.
Streetsense offers multidisciplinary services—from branding to interior architecture to marketing—that help multifamily properties find their narratives, define their spaces, and lease up. Stay tuned for updates about our work with Elle Apartments and, in the meantime, check out our work at The Wren where our team told the story of an introverted building in an extroverted neighborhood through brand, place, and marketing strategy.