Hoyne worked with the client to position these elegant residences, which blend heritage with modern amenity, as sophisticated sanctuaries located in the beating heart of Sydney. The campaign drew attention to the apartments high quality design, amenity and walkability. The creative and photography focused on close-up details and behind-the-scenes views of city life to evoke the feeling that potential buyers were gaining access to an intimate, exclusive world. Our strategy identified that no naming was required: 50 Bayswater Rd is already an icon in its own right. The development, which launched last month, achieved instant market success, with 15 out of the 19 apartments selling over the launch weekend.