555 Collins

555 Collins / Fragrance Group

An object of rare beauty

  • Place Branding
  • Property Marketing

Designed by award-winning architects Bates Smart, the architecture promises to transform 555 Collins into an icon of the Melbourne skyline, with strong, sculpted and sophisticated lines and a tapered building base.


The campaign leverage the Collins St location, proximity to high-end boutiques as well as the premium, luxury nature of the development itself. Subtle linear and curved elements mimic the cut of precious stones, emphasising scarcity and limited nature of the product and reflecting the architecture of the building.


This strong yet simple campaign aligns with luxury brands to attract and resonate with the target market. This clear focus contributed to the impressive sales results achieved.