Requirement

Realise the full potential of a high-end residential development’s locational advantages to create a compelling point of difference in an extremely competitive market.

Response

Through a comprehensive brand identity we transcended the traditional notion of location: more than an address, more than a neighbourhood, these apartments would reward residents with their own far-reaching domain, encompassing the best of Melbourne's inner south. By positioning the sales suite atop the former car park still occupying the site, we enabled prospects to survey their domain ahead of purchase, and enjoy uninterrupted views across Albert Park Lake to Port Phillip Bay. By wrapping the car park in a traffic- stopping nine-storey skin, we also brought Queens Domain to the attention of passing motorists by the thousand, each day.

Result

97% of the 226 apartments were sold within 10 months of launch.