Project Overview
Mayfair by Zaha Hadid is one of the last projects designed by the internationally renowned and awarded architect before her passing. Founder of London-based firm Zaha Hadid Architects, Hadid was known for her fearless pursuit of boundary-breaking designs and this project was no exception. Created in collaboration with Elenberg Fraser, Mayfair is inspired by fluid forms found in the Australian landscape, a new sculptural landmark on St Kilda Road.
Project Commissioner
Project Creator
Project Brief
Cornwell was tasked to create a brand identity to reflect the Mayfair’s calibre of architecture and a new vision for high-end residential development. Client UEM Sunrise required an iconic, memorable and aspirational brand to secure the project’s positioning as the most significant luxury offering to reach the Australian property market. Involving global stakeholders in a city proud of local creativity and heritage, the brand story had to resonate with domestic, national and international audiences.
Project Innovation/Need
Cornwell developed a brand that married the exquisite geometrical tensions of the building’s design with an assertive elegance. From its brand identity to the marketing collateral, it was about balancing sophistication, quality, timelessness and ultra-luxury living.
All eyes would be on a building designed by an iconic, world-famous architect. As such, it was important to reflect the architectural vision and world-class expectations in our work. Expressing its forms in an artful way, each piece had to appeal to discerning, elevated tastes and rise to every occasion. Focusing on experiential storytelling, rather than established modes of selling a real estate product, we created a brand that connected with the intended audience.
Design Challenge
It was crucial that the outcome honoured and respected the originality of Hadid’s curvaceous design, which echoed rippling sand dunes and barrelling ocean waves. Our concept was to showcase the architectural forms, brought to life in partnership with Mr.P through artful 3D imagery. The façade pattern, which also flows internally, was emulated throughout the suite of marketing collateral in a variety of textural and tactile features. This was also translated into a beautifully embossed dust jacket for the marketing brochure.
Effectiveness
The brand and marketing collaterals truly reflected Zaha’s architectural vision and were well-received by stakeholders, sales agents and potential buyers. Apartment sales are currently on target at 40% since its launch.
Graphic Design - Publication
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching of information style to audience.
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