When the developers of a central Phoenix apartment high-rise set out to revive the building to its 1960s grandeur, the retro-redo wasn’t meant to be literal.
Units in the former Camelback Towers building on Central Avenue have carpeting that is long, but not quite shag. Accent walls are painted in hip colors like olive, mushroom and wine. Original mosaic tile in the bathrooms suddenly look stylish again.
The common areas, with a red leather couch, plasma screen TVs and funky light fixtures are more swanky than swingin’.
It’s retro, with a wink.
That’s how the architect of Landmark Towers describes his redesign of the high-rise, which opened in 1964 as Camelback Towers. The 17-story building was touted as the premier rental address in Phoenix and introduced the Valley to luxury living on a budget – rent was just $169 per month for a one-bedroom unit, utilities included. It had all the latest amenities, such as a swimming pool, shuffleboard courts and a penthouse lounge.
Crown Pacific Properties LLC, a San Diego-based real estate company, acquired the building earlier this year and spent $6 million on the first major renovation since 1964.
A remodeled recreation center features a movie theater, poolside lounge and a fitness center. A limited-access lounge on the top floor has a pool table and plasma TV, and sliding glass doors open to a roof deck with sweeping views of the city.
The apartments were updated with new carpet, countertops, appliances and fixtures. About half of the 255 units will be finished by the end of the year. The units have a more neutral décor than the common areas – renters can make them swanky, or not.
"It’s a for-rent property. There’s only so much you can shove down people’s throats," said architect Daniel Gehman, of Thomas P. Cox: Architects Inc. in Irvine, Calif. He added that the look appeals to young renters as well as baby boomers.
"This will remind them of what they saw when they were teenagers," Gehman said last week at the building’s grand opening.
While most renovations aim to modernize a building, the developers, designers and architects working on Landmark Towers agreed to play up the building’s retro exterior and reputation.
"We came to the conclusion that the worst thing we could do was make the building look like something it wasn’t," said John Ed Easley, president of Crown Pacific Properties.
He doubts the look will get old.
"I think a lot of the things that were popular back then and cool back then are making a comeback," Easley said.
Five floor plans are offered and rents range from $650 to $1,450 a month. Three pricing packages are available for floor, view and amenity options.
Many tenants moved out when the building changed hands and renovation plans were announced. Easley said this is common with properties that are being rehabilitated. About half of the units are rented.
Landmark Towers is one of four apartment communities that Crown Pacific Properties bought in metro Phoenix this year. The company also plans to renovate Portofino Apartments in Ahwatukee, Lakefront at West Bay in Tempe and Sunscape Apartments in Scottsdale.
Erica Sagon
Arizona Business Gazette
