Primland Residences

Disciplines

3D
Strategy
Digital
UI/UX
Art Direction
Development

Primland Resort Recently named the #1 Resort in  the Continental U.S. by Travel & Leisure, has long captured the magic of the Blue Ridge Mountains.

To complement the acclaimed resort, 25 bespoke properties and homesites have been made available for residents to call home. Working in close collaboration with the Primat family, Hart Howerton, Auberge Resorts Collection, and Premier Sotheby’s International Realty, Outpost was commissioned to bring this remarkable destination to life through deeply emotive digital experiences.

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APPROACH

Our team spent several days on-site, fully immersing ourselves in both the landscape and the Primland experience. During our visit, we conducted in-depth discovery sessions with key stakeholders to explore audience insights, brand positioning, and potential user journey challenges across the Resort and the Residences. Our goal was to create a clear, distinct, and intuitive user experience that avoids confusion while uncovering opportunities for thoughtful cross-selling.

Following this, we carried out a comprehensive strategic analysis of the existing digital landscape, developed a new site architecture, and—working in collaboration with SDCO—crafted an entirely new design language for Primland Residences.

From extensive content mapping and close collaboration with visualization partners such as The Boundary and Ink, to building detailed UX prototypes and ultimately launching a scalable, modular digital system, we worked hand-in-hand with the Primwest ownership team, Sotheby’s Realty, and Auberge to deliver an elevated, emotionally resonant experience at every touchpoint.

First off, Congratulations! A job well done to everyone on the team for making it to this milestone. We have come a long way and today is our big moment, this  is just the beginning!

Molly Colehower, Director of Global Development Sotheby's Realty

THE MOUNTAINS ARE CALLING

The brief was simple: sell beautiful mountainside homes while guiding sophisticated buyers through a curated journey of self-exploration and immersion. With that in mind, we set out to create a best-in-class experience that would elevate Primland from a beloved regional retreat into a vibrant, world-class destination. Our goal was to evoke wonder, luxury, and discovery—sparking the audience’s imagination, inspiring action, and leaving them eager for more.

Through our workshop sessions and on-site visits, it quickly became clear that the landscape itself was the true protagonist of the story. From this insight, the concept “The Mountains Are Calling” was born—a unifying idea that shaped the narrative and aspirational tone of the project. This theme spoke directly to  our audience: individuals seeking to escape daily routines, reconnect with nature, and craft their own extraordinary experiences in the most amazing landscapes.

Elevated living  in nature's most spectacular settings

We saw an incredible opportunity to craft an experience that not only elevates Primland but positions it as truly unique—a destination unlike any other. Through evocative, thoughtfully curated content and immersive design details, we set out to tell the story of the Primland difference. Our approach centered on clear, value-driven storytelling and a refined yet understated design language that captures the essence of luxury while subtly reflecting Primland’s spirit of outdoor adventure and exploration.

Beyond the visual aesthetic, we aimed to bring the brand’s values to life through the overall experience. We sought to embody Primland’s philosophy of effortless living with a seamless, intuitive user journey—guiding visitors with clarity and purpose at every stage. By removing unnecessary distractions, we created a streamlined, elegant flow designed to foster deeper engagement and drive meaningful conversions.

CREATING MOMENTS  TO EXPLORE

Guided by our theme “The Mountains Are Calling” as our north star, we set out to create moments throughout the experience that invite exploration and draw users deeper into the world of Primland. From an immersive fly-through map of the estate—where visitors can uncover key features and amenities—to an interactive travel map and a rich media gallery designed to captivate through stunning imagery, every touchpoint was crafted to inspire curiosity and encourage discovery.

flexible, scalable  and future proof

As with all our projects, we prioritized flexibility and scalability from the outset. Large-scale real estate developments often launch in phases as the project evolves, and the technical infrastructure must be able to support this growth seamlessly.

To achieve this level of future-proofing, our team built a fully modular system. Every element of the site is customizable and reusable, with all content managed through Dato’s headless CMS, supplemented with plugins for additional integrations.

This modular approach streamlined the development process and allowed us to respond quickly to new page requests during later phases. By leveraging pre-built modules, we were able to implement changes rapidly without incurring additional development time. Moreover, this system empowers the content team to maintain, update, and expand the site efficiently, ensuring long-term sustainability and ease of management.

Creating a seamless journey

From the very beginning, our goal was to create a seamless, immersive experience across desktop, tablet, and mobile. While we always aim for consistency across all screen sizes, with Primland we intentionally designed our system and technical stack with a mobile-first approach. This focus on performance optimization ensured an exceptionally smooth and engaging experience on mobile devices, without compromising on quality or visual impact.