Size: 2,25,000 sq. ft.
Client: Amal Group
Status: In progress
Maple Terraces is an affordable housing project in Palghar, a newly developing satellite town to Mumbai. The project consists of 26 buildings with 2 BHK and 1 BHK apartments.
Connectfour has developed the strategy, design, architectural language as well as the branding intonation for this project.
Connect Four surveyed the area for buyer insights and also competition analysis. We found that the sense of community was very important to people in this economic class. We also found that having some connection to nature, or the outside world was vital.
The design response thus formed was to organise the site in a way to create maximum community open space. Also, each individual apartment has either a terrace or a private garden. The terraces are formed by rotating the corner bedrooms in each apartment at 90 degrees as they stack up, creating an interesting form with the leftover space being converted into terraces. Also, keeping in mind the typical size of a family in this area, each apartment has a utility corridor that can be converted into a kitchen to maximise usable space for the inhabitants. The kitchen space thus freed up can be converted into a study or bedroom.
The branding strategy for the project also took forward the same notion and centred around the phrase 'Own a bit of the sky'. We were careful to use Indian references and Indian images for all the marketing material, in a bid to not alienate the lower middle class customer. Connect Four developed the Branding strategy and also all the marketing materials such as brochures, logos and billboards.