Studio 3/31 Izett Street,
Prahran, Victoria, 3181
Distil the incredible architecture, amenity and location of Beulah International’s flagship Melbourne CBD tower into a brand proposition with appeal to local and international audiences, alike.
With just three words, we succeeded in naming and positioning the development— ‘Paragon: Experience Mastery’. The name signifying the height of excellence, with the positioning doubling as a thematic call – to – action. As well as reflecting both the sublime architecture of the Nonda Katsalidis – led design team from Fender Katsalidis Architects, and the lifestyle offered by the world’s most liveable city, as personified by culinary master, Adam D’Sylva, ‘Experience Mastery’ worked at a more granular level. Firstly as a reference to Paragon’s remarkable communal spaces—Australia’s first double height indoor forest among them—and secondly, as a tribute to the talent and craft applied in the building’s realisation.
Expressed visually with elements referential to the building’s façade and a palette inspired by its communal interiors, our campaign helped Beulah sell 95% of Paragon’s 227 apartments within five days of launch.
The result was far more than we had expected with 95% sold in just 4 days, particularly in the the current tough environment of the CBD.Read More
I put this down to Savi’s relentless hard work over 4 months with crazy timelines, a constant moving machine and immense pressure due to our deadlines right through till launch.
Many late night’s communication back and forward from KL via phone and emails during the sales process that truly went above and beyond expectations to achieve this outstanding team result.
A huge thank you to your team, we will always consider Savi as a friend and our first option in the future with more projects coming on.
General Sales Manager – Beulah International