Project Overview

Developed by Century Group Australia, Flinders Bank Melbourne is a new luxury destination on the corner of Spencer Street and Flinders Street. A three-tower residential and hotel building above a retail plaza, it is a place for those who embrace culture, people with an eclectic appetite for life. Radiating opulence, it will be a new lifestyle destination featuring vibrant shopping, curated dining and a 5-star hotel, designed by Fender Katsalidis Architects.

Project Commissioner

Century Group Australia

Project Creator

Cornwell Design

Project Brief

Cornwell was tasked to deliver the place brand, leasing strategy, display suite activations and marketing communication tools across both print and digital platforms.

Project Innovation/Need

We needed to create a brand that could seamlessly integrate its retail, residential and hotel offering in an inspired way, highlighting its connection to the water, location, views and the lifestyle it will offer. We created a brand that became a living artwork, masterpieces that could be integrated within the precinct.

Design Challenge

The living artwork had to capture the project’s expressive fluidity, architectural inspiration and world-class luxury, adaptable to different touch points. We explored water movements embellished with gold to create truly aspirational and beautiful brand imagery that linked artful amenity with a touch of opulence. This was executed through the movement of resin, photographed and animated for use across different marketing channels.

Effectiveness

Our marketing collaterals have contributed to the procurement of a first-in-Melbourne 5-star hotel for the precinct, while driving strong interest and leads in the run up to the launch.