Project Overview

The Finery, a boutique development of 226 one and two bedroom apartments 3.5km from the Sydney CBD, is a celebration of design that echoes Waterloo’s industrial heritage and adds a layer of inner city sophistication. The brochure for this project positions the suburb as the new Surry Hills, demonstrating the sense of community and connectivity that already exists there and emphasising the quality and materiality of this superior product offering by Mirvac.

Project Commissioner

Mirvac

Project Creator

Hoyne

Project Brief

Mirvac needed a brochure that demonstrated The Finery’s respect for Waterloo’s industrial heritage and its future as a bustling, residential hub. Waterloo is often seen as an area of sterile apartment blocks, so the brochure had to create a sense of community and excitement about the amenity that suburb has to offer, as well as communicating the area’s great connections to the CBD. The brochure had to appeal to a specific inner suburban audience, with a high owner-occupier ratio, who are style and design conscious.

Project Innovation/Need

The tactile yet hardwearing leather cover gives this brochure an entirely unique identity and materiality. The materiality of the brochure’s design reflects The Finery’s high quality of architecture and design; the open plan living is mirrored in the simple, spacious layout of the brochure. The brickwork and elegantly tiled outdoor areas, which reflect Waterloo’s industrial heritage, are referenced with a herringbone design that runs through the brochure. CGI’s bring to life the green, living heart of the building and rooftop terrace. A highly informative map illustrates Waterloo’s great connectivity and visually spells out the suburb’s walkability. In an unprecedented move The Finery’s brochure focused on the vibrant, emerging atmosphere in Waterloo, rather than purely highlighting the areas connectivity to the CBD. The brochure’s language and visuals create an entirely new identity for the suburb and position Waterloo as a smart, edgy and cool village with sophisticated amenity to cater to the inner city urbanite.

Design Challenge

The greatest design challenge lay in successfully communicating a spirit of neighbourhood and connection, both in the design of The Finery itself and within the context of the greater community of Waterloo. The brochure leverages Waterloo’s vibrant café culture, The Finery’s green heart and it’s exceptional architectural and design features. As a result, it successfully communicates the positive and exciting energy of Waterloo and the level of quality and sophistication that underpins The Finery’s design.

Effectiveness

The Finery’s brochure gave potential buyers an unprecedented insight into the unique environment of one of Sydney’s most sophisticated, up and coming suburbs. The Finery immediately engaged the desired target market and achieved outstanding first stage release sales. It attracted a strong contingent of the target market of young owner occupiers and achieved impressively high sales prices relative to the area.