New Urbanism and the marketing of neighborhood The case of the Bois-Franc housing development, Saint-Laurent, Montreal

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New Urbanism and the marketing of
neighborhoodThe 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

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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

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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 Urbanisms principles
• Analysis of the marketing strategy

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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

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Saint-Laurent an industrial node on the island
of Montreal (Source INRS-UCS, 2005)
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The Bois-Franc housing development in
Saint-Laurent(Source INRS-UCS, 2005)
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Site of the Bois-Franc housing development the
former airport of Cartierville(Source Archives
of the City of Saint-Laurent, 1990)
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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

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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

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Retail facilities (Source The author)
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High density (Source The author)
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Public space (Source The author)
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Are we in a city? (Source The author)
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The marketing strategy

• To promote a city within a city
• To promote a different lifestyle

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Bois-Franc its completely different(Source La
Presse, 31 January 2004)
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Bois-Franc a different city

• As you walk through Bois-Franc, youll
  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. Weve
  thought of every little detail so you can forget
  youre 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).

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

• New Urbanisms 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)