Sirius / JDH Capital

Transforming a famous Brutalist building into luxurious Sydney harbourside residences.

  • Place Branding
  • Property Marketing

Tao Gofers’ original Sirius is Sydney’s most recognisable Brutalist building. Led by developers JDH Capital and designed by BVN Architecture, with communal interior spaces by Kelly Hoppen Interiors, the vision for the reimagined building, comprising 76 luxury residences, was to ‘retain, restore and reimagine’. Hoyne’s brand narrative – ‘Boldness Reborn’ – acknowledged Sirius’ polarising persona. We honoured its standing as an Australian architectural icon while showcasing a spectacular evolution. Targeting an audience of cultured, independent thinkers, we highlighted mastery and craft. Teaser communications generated 3,500 inquiries and the full launch resulted in $435m worth of apartments sales in one weekend.