Project Overview

Frasers Property and Sekisui House released Sky early this year at the Jean Nouvel designed One Central Park. Sky is collection of penthouse and sub-penthouse apartments, for sale by private appointment. With prices averaging over $2 million, these are the most premium apartments within the $2 billion Central Park urban village, which is reshaping the Chippendale and Broadway area of Sydney.

Working across the design of marketing communication for the whole development, it was such an exciting process seeing Central Park coming to life with the release of each installment of the development.

Project Commissioner

Frasers Property and Sekisui House

Project Creator

Frost* Design

Team

Creative Director Vince Frost
Design Director Carlo Giannasca
Designer Adit Wardhana
Client Service Director Anna Fisher
Project manager Charlotte Brady
Copy by Sinead Roarty

Project Brief

For Sky at One Central Park, we were briefed to create an integrated campaign, which would effectively communicate the premium positioning of the properties, create a sense of exclusivity and generate demand within Sydney’s highly competitive penthouse property market.

Project Need

We designed a campaign aimed at leading potential buyers on a journey, on which they will ‘take to the Sky’. The multi-layered campaign includes eDMs encouraging people to register their interest, after which they receive printed collateral including an invitation to make an appointment and a premium, high production-value brochure. The use of new technology is central to the campaign, with the development of an interactive iPad application. The app uses augmented reality to give potential buyers a gyroscopically controlled 360º experience of the apartment interiors, accessible from anywhere in the world, and a microsite features an aerially shot film.

Sustainability

Frost* highly stands for sustainability, using only recyclable paper in the studio and carbon neutral paper.