New Urbanism and the marketing of neighborhood

The case of the Bois-Franc housing development, Saint-Laurent, Montreal

Sébastien Darchen (INRS-UCS, Montreal)

Annual meeting of the Urban Affairs Association, 19-22th of April 2006, Montreal

Objectives

• To analyze how the principles of New Urbanism have been used in the design and planning of a housing development in Saint-Laurent (City of Montreal)

• To identify how New Urbanism and the concept of neighborhood are used in the marketing strategy of the housing development

Plan of presentation

• What is New Urbanism?

• Presentation of the Bois-Franc housing development in Saint-Laurent

• How the planning and design of Bois-Franc integrates New Urbanism’s principles

• Analysis of the marketing strategy

What is New Urbanism?

• A planning and architectural movement initiated by American architects in the late 1980s (Duany and Plater-Zyberk, Peter Calthorpe)

• A movement that aims to solve the problems of contemporary suburbia (urban sprawl, social segregation, decline of community values)

• In practice, it promotes higher densities, different housing types, pedestrian-friendly areas, a mix of uses

and social diversity within housing developments

Saint-Laurent: an industrial node on the island of Montreal (Source: INRS-UCS, 2005)

Saint-LaurentSaint-LaurentSaint-LaurentSaint-LaurentSaint-LaurentSaint-LaurentSaint-LaurentSaint-LaurentSaint-Laurent CBDCBDCBDCBDCBDCBDCBDCBDCBD

0 5 10

kilometres

The Bois-Franc housing development in Saint-Laurent

(Source: INRS-UCS, 2005)

TechnoparcSaint-Laurent(1996)

NouveauSaint-Laurent

Bois-Franc

Arrondissement deArrondissement deArrondissement deArrondissement deArrondissement deArrondissement deArrondissement deArrondissement deArrondissement deSaint-LaurentSaint-LaurentSaint-LaurentSaint-LaurentSaint-LaurentSaint-LaurentSaint-LaurentSaint-LaurentSaint-Laurent

2 Km

(1993)

(1993)

Site of the Bois-Franc housing development: the former airport of Cartierville(Source: Archives of the City of Saint-Laurent, 1990)

The Bois-Franc housing development

• A housing development led by a single developer: Bombardier Real Estate Inc.

• Launched in 1993• 2 400 houses and 8 000

residents• Golf course• Retail facilities• Bus service• 15 minutes drive from the

CBD

How New Urbanism is used in the planning of Bois-Franc

• Built form generates a sense of neighborliness• Garage doors on the side of the houses to make

cars less obvious• Diversity of housing types• Strict building code ensures architectural unity • Retail facilities situated at the «grand place»

(« Town Square »)• High density• Public spaces meticulously designed

Retail facilities (Source: The author)

High density (Source: The author)

Public space (Source: The author)

Are we in a city? (Source: The author)

The marketing strategy

• To promote a city within a city

• To promote a different lifestyle

Bois-Franc: it’s completely different(Source: La Presse, 31 January 2004)

Bois-Franc: a different city

As you walk through Bois-Franc, you’ll discover a great neighborhood, a city within a city. The surprising harmony of the place will give you a real sense of discovery; there are different styles of housing, but a true sense of unity. There are public squares and plazas, pools and water features, footpaths, sidewalks, places to play, stroll, run or simply hang out. We’ve thought of every little detail so you can forget you’re in a big city, relax and enjoy the water, greenery and wide open spaces. … Bois-Franc: a new way of living the city!

(Source: Bombardier Real Estate Inc., October 2005).

Bois-Franc: a new way of living the city (Source: Bombardier Real Estate Inc., October 2005)

Conclusion

• New Urbanism’s principles promote an innovative built form

• The marketing strategy uses this distinctive built form to present Bois-Franc as a different city

• The marketing strategy also defines a lifestyle that includes the positive values associated with ‘neighborhood’ (safety, conviviality, unity, harmony)