Lake Oswego, OR-based Eclipse Senior Living announced a new brand, Evoke, on Tuesday.

The new brand joins fellow Eclipse brands Elmcroft Senior Living and Embark Senior Living.

“We have always planned to have a higher-end brand called Evoke, and now we have a community that fits this vision,” Melissa Owens, vice president of marketing for Eclipse, said in a statement.

The first Evoke independent living and assisted living community will be in Portland, OR, with a groundbreaking slated within 90 days and an opening expected in early 2021. Evoke Portland will feature woodwork from the Pacific Northwest, coffee from local artisans and craft beers from local breweries, Eclipse said.

“This next generation of seniors consists of baby boomers, who do not want something that is cookie-cutter,” said Shamim Wu, chief operating officer of Eclipse. “They want something unique, experiential and meaningful — not just in design, but in programming as well.”

Baby boomers are turning 55 to 73 in 2019.

Evoke Portland is being developed by a partnership of Bennett Development and Spring Capital with architecture by CB Two Architects and interior design by Warner Design, Eclipse said.

“We are very lucky to be a part of an Evoke Portland team filled with both folks new to the senior living space, as well as those who have been in it for years, which gives us a perfect balance of fresh ideas grounded by practicality,” said Kai Hsiao, CEO of Eclipse. “We are thrilled that this first Evoke community is in our own backyard.”

Eclipse Senior Living now operates more than 100 communities across 28 states, providing independent living, assisted living and memory care.

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