CREATING A BEACON OF LIGHT IN A SEA OF DEVELOPMENTS

Hengyi | Light House

Comprising 607 apartments, Light House was launched into a sea of thousands of competing city dwellings.

Services
  • Place Branding
  • Property Marketing
CHALLENGE

Hengyi appointed Hoyne to brand, market and champion their project – 450 Elizabeth Street – through an aggressive competitive landscape. Appetite for city apartments was wavering and there were grave concerns regarding oversupply. A strategy was required that would stand out against competitors and undermine objections.

APPROACH

Light House was a positioned as a beacon in Melbourne’s skyline; a highly visible iconic international address. Light refracting pearlescent materials for marketing collateral reflected the building’s unusual façade and were designed to represent prestige in the eyes of the affluent Asian buyer.

RESULT

Undoubtedly, this clear focus contributed to the impressive sales results achieved.

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