Inventing White Space

If you're developing a new apartment community today, you're usually packing it with every perk imaginable. However, when developing our positioning for The Reeds, a boutique multifamily in Worcester, MA, we took take a different approach.

Ours was a smaller building without every amenity. But local competitors featured no storytelling, no brand, not even an “About” website section. And we had something they didn’t - heritage.

Our building was repurposed from one of Worcester’s oldest surviving factories. Built in 1865, it was originally home to a manufacturer of finely crafted reed organs. It was full of unique, carefully preserved features from its storied past. Because of this historic footprint, no two apartments were alike.

And so our white space was creating a boutique brand focused on heritage and character, rather than amenities alone. In finding this white space, we built an identity that feels like something closer to an independent hotel than an apartment building.