Coco puffs

Coco on Spruce

I’ve written before about Vancouver’s unwillingness to consider its own history when it comes to the naming of condos. With Coco on Spruce we have another great example. What the heck does Coco Chanel, a French-born fashion legend have to do with a Vancouver condo?

Nothing, though from a branding perspective I can understand why the marketer seized on her name. Chanel pioneered the notion of “expensive simplicity” in fashion. As a metaphor for a Vancouver condo, it’s as sharp and appropriate as her little black dress.

Among on her many accomplishments, Chanel is the mastermind behind the No. 5 perfume. Coco on Spruce also has a thing for smells, though the scent from the ad copy is best described as No. 2:

One of Vancouver’s most cherished neighbourhoods, South Granville is both wonderfully eclectic and refreshingly traditional. Where else can you pick up a Versace, a latte and some pate, all within a block or two?

What kind of target demographic is expected to respond to this? I’m not ultra-wealthy but I swing in many circles and I don’t know a soul in this town that would be motivated by the “Versace-latte-pate” combo.

The world of style and fashion has many capitals. Vancouver isn’t one of them, unless you consider Lululemon high fashion. If that’s the case, why not call this building Chip or The Wilson?

4 Responses to “Coco puffs”

  1. ThePope Says:

    I prefer to think this building is named in honor of Coco of coconews, that would keep the reference local.

    “high-fashion residences”? Is this some sort of not-so-secret message? Fashion trends tend to have a lifespan of about a year, one would hope a condo would last longer, although with our history…

  2. Will Says:

    Versace-Latte-Pate? That’s awesome! It rhymes!

  3. tacoman Says:

    Savoir-Faire au GrandVille!

    Hmm! I hope their offers include a free of charge course to learn French, otherwise I may not fit in the neighbourhood šŸ˜‰

  4. Red Frog Says:

    In the 1950s Coco used to be a term of endearment between some French males, like blue collar workers. It was also a derogatory name by conservative people for a member of the French Communist party. Average people had never heard of “La Chanel ”

    Using someone nickname without their permission is a serious breach of etiquette in France and other countries with a long history. Coco Chanel, in typical French fashion, was officially known as Chanel, not Coco . In France when people ask your name one always give the family name. Buddies will call one another by their family name, teachers will call students by their family name etc. and of course one will call one foreman, C.E.O. etc. Mr. X
    first names and nicknames are only used in private by very closed friends and relatives. Actually people in other countries than France do the same thing to (ever seen the British sitcom “are you being served?” )

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