Primetime, redefined

As the second-largest adult population, Baby Boomers are redefining how they age. They want to stay vibrant, live near family, and flock to urban areas rich in culture and community. While nursing homes and assisted living facilities still exist, there’s a shortage of desirable options for those 55 and older who want to age in place—without the stereotypes. Forum Real Estate Group recognized an opportunity to create a new kind of multifamily housing for this underserved community, where age is incidental, and style and substance come standard. I helped them launch a national lifestyle brand that celebrates people of all ages who are thriving, connected, and ready for more.