A NEW MODEL FOR URBAN LIVING – POSITIONING VANCOUVER’S NEwEST TOWER AS A GLOBAL BENCHMARK FOR DESIGN, DENSITY, AND GOOD LUXURY

Agency PR partnered with Revery Architecture to elevate the global profile of The Butterfly + First Baptist Church redevelopment – a technically ambitious, culturally layered project redefining how cities approach density, heritage, and livability.

From the outset, we developed a clear, exportable narrative positioning The Butterfly not simply as a residential tower, but as a new model for integrated urban living – where architecture, community infrastructure, and long-term civic value converge. Central to this effort was reframing “luxury” as a civic contribution that supports both residents and the broader community.

Our strategy combined targeted media outreach, editorial development, and a robust awards campaign. We translated complex architectural, engineering, and cultural ideas into an accessible, compelling story that could resonate across design, real estate, and mainstream audiences.

We anchored storytelling around differentiated themes – including “good luxury,” hybrid programming, livable density, and advanced façade and prefabrication strategies – ensuring the project stood apart from conventional residential coverage. Outreach was timed to key milestones, including completion and major award wins, while ongoing 1:1 engagement with editors helped sustain momentum.

The campaign secured coverage across leading outlets including Forbes, Metropolis Magazine, Interior Design Magazine, ArchDaily, Building Design + Construction, alongside a byline with the Urban Land Institute. In total, the effort generated 22+ placements and nearly 90 million in reach.

The project also received significant industry recognition, including two Interior Design Best of Year Awards wins, reinforcing both its design excellence and market impact.

Through sustained media engagement and strategic positioning, Agency PR helped transform The Butterfly into an international reference point and positioned Revery Architecture as a leading voice in shaping the future of urban living.