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?