Project Overview

In order to successfully sell this vision to potential purchasers, Piety THP developments engaged a number of Australia’s top consultants across Architecture, Interiors, Landscape and Design in order to produce an outstanding and market leading brand and sales campaign.

The campaign needed to cut through an extremely congested property market to attract purchasers and most importantly capture the essence of Piety THP developments vision for One the Waterfront as Australia’s finest new residential resort community

The display suite was designed as a, dramatic and sinuous series of spaces with glowing floors, free-form furniture and coloured lighting effects, modern technology offering visitors a transition from the everyday to the sublime.

Organisation

Piety THP

Team

Piety THP Developments is a leading property development and investment company and the driving force behind One the waterfront. It is the latest in a long line of imaginative and award winning residential and mixed use development that are helping shape the future of Sydney.

One the waterfront represents their next step forward. working with world class partners, they have put their heart and soul into making this landmark.

Interior designers at Turner's are One of this country's leading architectural and interior architecture firms, Turner believes in creating spaces and environments with lasting qualities that will remain relevant over time.

In One The Waterfront's sensational interiors, Turner has used their award-winning design sensibility to draw the waterfront and parkland setting inside. With extensive expertise in high-end residential projects, Turner's beautifully-realised interiors are always thoughtfully considered and of the most impeccable quality and appeal.

Project Brief

The brief was to transform a small retail space in Wentworth Point Piazza into a marketing space to promote and market ONE THE WATERFRONT, a new multi-stage residential development consisting of 650 apartments in nine buildings of varying heights from 4 to 9 storeys that will house up to 1600 people; and to take the visitor through a journey of the new building.
The objectives were to create an immediate sensory experience from the sublime resort-style ambience that would entice prospective buyers and dramatically announce One the waterfront presence in Sydney, establishing a new benchmark of strong, design-based development.
The pathway within the display suite unravels the amazing features and modern touch to One The Waterfront which demonstrates the apartment lifestyle, physical design, and model of the development. The pathway throughout the display suite slowly unravels one the waterfront as a whole allowing future purchasers and customers to see the project before it comes to life. Physical displays including apartment features such as kitchen, bedroom, bathrooms, Club One, Indoor cinema and Portraits of floor plans and marketing plans allowed them to understand and feel the resort lifestyle and modern lifestyle of one the waterfront.

Project Innovation/Need

From a brand and marketing perspective, there were a number of innovative components to the campaign. The sales and display environment took cues from the world’s finest hotels and resorts, featuring a level of design and finishes rarely seen in residential real estate sales environments. A significant investment went into technology, with the installation of a full size digital view wall, in addition to a theatre and partial recreation of One the Waterfront’s ‘Club One’ private residential club.
From project inception, the team took a highly collaborative approach. A number of brainstorming sessions were held, bringing together creatives from a variety of disciplines including Architecture, interiors, landscaping, design and marketing. These sessions allowed the team to share ideas and work in unison - not only to create a standout project but also create a marketing campaign which captured the essence of the project. A process such as this is a rare occurrence in the property industry, where the norm is to let creatives work in isolation and bring the various elements together once complete. We feel this process fostered innovative thinking, brought new ideas to the table and lead to a more cohesive underlying design approach throughout the project.

Design Challenge

One of the greatest challenges in the campaign was ensuring that the branding and marketing stood head and shoulders above anything else in the market. In the immediate area, there were several competing projects and many more throughout Greater Sydney. The team relied highly on one another to provide critical assessment of all aspects of the project in order to ensure they were all being delivered to the highest quality possible and stuck to brief. This involved consultants providing input on areas they typically wouldn’t (as an example, the creative team providing input on amenities and landscaping, the architects & interior designers providing input on brand and marketing etc) however in the end this proved to contribute to the success of the project and remarkable sales results.

A secondary challenge was the delivery of the campaign to an extremely tight timeframe. This involved all consultants working in unison and constant communication in order to hit deadlines.

Sustainability

Energy efficient appliances will reduce energy consumption and water efficient devices will minimise water consumption. Other sustainable features include low energy light, and locally manufactured items that were all sourced from within one hour from Sydney. Natural renewable material.