BACK TO WORK

Inspīr Embassy Row

Real Estate, Commercial, Multifamily

Reimagining DC’s Most Storied Address into a $200M Luxury Senior Living Destination

In January 2025, Inspīr Embassy Row prepared to open its doors in Washington, D.C., reimagining the iconic Fairfax Hotel into an ultra-luxury senior living community. The $200M adaptive reuse project, developed by Maplewood Senior Living, Inspīr Embassy Row DC, introduced 174 private apartments with assisted living and memory care services, high-touch hospitality, and world-class amenities. With a mission to redefine what senior living means for today’s sophisticated retirees, Inspīr sought to:

• Establish brand awareness in the DC region and nationally.

• Showcase unique differentiators, including its dedicated 6,400-square-foot wellness sanctuary, saltwater pool, intellectual programming, and rooftop lounge.

• Build a drumbeat of media coverage across broadcast, digital, print, and trade outlets.

• Target key audiences in commercial real estate, senior housing, architecture, interior design, luxury lifestyle, and DC regional news.

Competing against the crowded backdrop of the Presidential Inauguration and severe winter weather, BCENE PR deployed a multi-pronged media relations strategy:

• Positioned the press release to highlight Inspīr’s unique blend of luxury hospitality, enhanced care, and adaptive reuse.

• Developed 10+ creative pitch angles spanning wellness, brain health, LGBTQ+ inclusion, luxury real estate, and adaptive reuse architecture.

• Equipped journalists with renderings and historical photos, plus consultative storytelling support.

• Secured onsite interviews and tours with Inspīr executives, including GM Tim Cox and senior leaders, along with Q&A availability for broadcast and business press with editorially irresistible hooks that cut through media clutter:

• Broadcast Legacy Story: “From Sinatra’s favorite table to Jackie O’s DC hideaway, The Fairfax’s next act is Inspīr Embassy Row.”

• Regional DMV Angle: “The DMV’s most storied address gets an unexpected next chapter in Dupont Circle.”

• Luxury Lifestyle: “The Ritz Carlton of senior living for Washington’s elite.”

• LGBTQ+ Focus: Inspīr’s SAGECare Platinum Certification ensures inclusivity and cultural competency, positioning the community as LGBTQ+ friendly senior living in Dupont Circle.

• Architecture & Adaptive Reuse: Transformation led by Beyer Blinder Belle, preserving historic footprints (original fireplace, postal chute) while integrating modern design and amenities.