2018 Sydney Design Awards

spaces, objects, visual, graphic, digital & experience design, design champion, best studio & best start-up, plus over 40 specialist categories

accelerate transformation, celebrate courage, growing demand for design

Grand Central Towers [DRAFT]

Image Credit : THERE


Project Overview

Time is the ultimate luxury. A grand gesture in luxury living – Grand Central Towers is for those who appreciate the fast life and living every moment to the full. Grand Central Towers, is a brand new joint venture between GEOCON and ZAPARI located at the Woden junction for the Light Rail Stage 2 in Canberra. This is the story of the development brand campaign creation…

Project Commissioner


Project Creator



Paul Tabouré - Executive Creative Director
Dean Hazelgrove - Design Director
Caroline Leung - Designer
Trish Zielke - Designer
Mansur Amiri - Designer
Ebony Goh - Designer
Tania Sacco - Project Manager

Project Brief

Grand by name. Grand by nature. Reaching high above the heart of the revitalised Woden Town Centre the development consists of twin towers (26 and 18 levels) with an inter-connecting podium level that offered some of the best shared amenity that Canberra has to offer.

Geocon pride themselves on delivering the best shared amenity in the ACT. Grand Central Towers proves no exception with resident lounge and dining areas, a pool and cabana with some of the best panoramic views in Canberra.

The creative brief was to create a compelling and luxurious brand campaign to launch Grand Central Towers. Grand Central Towers is the essence of luxury, convenience and modern elegance. It is brilliantly located & breathtakingly designed by globally awarded COX Architecture.

Project Innovation/Need

Considered and elegant campaign elements were key to supporting the sales journey THERE delivered across; brand strategy and brand campaign, naming, copywriting & art direction, sales brochure, digital and press advertising, Sky Display suite & hero launch brand movie.

Design Challenge

Living at Grand Central allows resident to rise above it all and relax in their own private enclave high above street level, or plunge headlong into everything contemporary Canberra has to offer with a vibrant selection of bars, cafes, restaurants, retail and transport hubs just an elevator ride from the front door.

Time is precious – and given the great central location of this development, the central brand idea 'Time is the ultimate luxury' was positioned around the idea of giving residents more time to do the things they treasure. The brand imagery was Inspired by nostalgic yesteryear era of luxury travel.

User Experience

Design effectiveness – The market response to VIP launch was immediate and clear – Within 2 hours, $80 Million + in sales. was achieved. this was a record breaking result for residential Canberra.

This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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