CURV entered the revival with a considered identity and a completed presentation centre. Yet its market presence had grown quiet at a time when uncertainty across Vancouver’s presale sector was making buyers and realtors more cautious.

The environmental story carried much of the introduction. Wright’s design, the interiors and the experience of living above the West End remained less prominent.

The opportunity lay in changing that emphasis—and giving people a reason to return to a project they thought they knew.

The proposed repositioning placed CURV within Vancouver’s emerging collection of architect-led residences. Wright’s authorship, and his work on the Burj Al Arab, became central to its distinction. Passive House would remain a defining quality, but architectural prestige and the residential experience would lead the conversation.

Planned rooftop wellness and dining spaces extended the story beyond the tower’s silhouette, while the West End gave it a local context: the park, the seawall and an established urban neighbourhood.

Brivia’s contribution to the city belonged in that narrative too. The PR direction brought the developer’s people and ambitions forward, pairing international design stature with a more visible Vancouver presence.

Etho Studio’s identity remained the foundation. The next campaign was conceived around a fuller expression of the architecture and homes, drawing on underused imagery and a warmer, more assured voice.

Architect interviews and design-led editorial features would give that perspective depth. Social storytelling would sustain it through project updates and closer looks at the design, rather than relying on isolated campaign moments.

Proposed chef-led evenings and cultural collaborations offered another way to encounter CURV: through hospitality and shared interests, with the gallery as their setting.

The realtor strategy aligned with Baker’s sales approach, pairing renewed communications with proposed private previews and broker-hosted gatherings.

Alongside that proposed programme, completed emails and buyer materials gave the sales team a more considered way to continue the conversation. Pricing, deposits and incentives were reviewed together, bringing the invitation and the practical decision into closer alignment.

The revival’s focus was a more personal introduction to an exceptional building—one that gave its architecture, its homes and its Vancouver setting room to speak.