Sirius

Challenge

The original architectural design of Sirius by Tao Gofers has stirred the emotions of Sydney since its inception in the late 1970s. It is undeniable that Sirius is Sydney’s most recognisable Brutalist buildings, and this significance was not lost on the team responsible for its transformation into Sydney’s most luxurious harbourside residences.

Led by developers JDH Capital and designed by BVN Architecture with communal interior spaces by Kelly Hoppen Interiors, the vision for the reimagined Sirius building was to ‘retain, restore and reimagine’. This approach focused on considered responses and restorations to its original concrete forms while enhancing the site’s relationship with the community through positive public realm improvements.

The 76 1, 2, 3 and 4-bedroom residences each feature a private balcony or terrace with pool. Exclusive living and entertaining spaces frame spectacular views of the Sydney Harbour, Sydney Opera House, or the Sydney Harbour Bridge.

Approach

We developed a brand platform with a narrative of ‘Boldness Reborn’ — a confident and pragmatic brand identity that unabashedly celebrates the beauty and sophistication found in brutal forms and functional expression. The campaign didn’t shy away from Sirius’ ability to polarise public opinion, but instead actively embraced the building’s design and important position as an architectural icon of the harbour skyline.

Every element of the brand pays homage to Sirius’ past while showcasing its spectacular evolution. This approach resonated perfectly with the target audience who value ideals of mastery and craft, and seek elite products and experiences that are emblematic of a cultured and independent mindset.

Results

An initial awareness campaign generated a sense of exclusivity with teaser communications that positioned Sirius as a limited opportunity and generated 3,500 inquiries. This was followed by a full launch which built momentum and resulted in $435m worth of apartments sales in one weekend, with up to $118,000 per square metre results.