Archetype is a mixed-use office, residential and creative industrial project in the heart of Vancouver’s emerging technology hub. This area’s innovative industrial zoning allows for retail, food and beverage operations where products are made on-site, and neighbours include breweries, cafes and a much-loved local chocolatier. Archetype, developed by Hungerford Properties and QuadReal Property Group, made the most of this zoning—and proved the concept that commercial and rental space can not only coexist, but can create a rich, progressive platform for people and businesses to come together.
And a novel project needs novel branding: FAC proposed the name “Archetype,” taking the opportunity to present this as a new way of doing things in Vancouver, and a new way of thinking about community. The pattern used across the brand showcased the different ways you can fold a paper airplane, and spoke to diversity and innovation. We opted to build out a presentation centre for commercial space, which, while not standard at the time, was impactful enough to become common practice for future projects.