Project Overview

The Landmark is a distinguished development that soars above the Lower North Shore and completely redefines the perception of the St Leonards’ landscape. The brand and marketing campaign highlights the building as a new eternal icon of Sydney, drawing on its remarkable sculptural beauty, dominant structure and seamless integration with the harbour. A detailed visual description of amenity and convenience has been crafted to redefine perceptions of St Leonards, while an evocative Sales Centre provides an immersive and resonating experience for buyers.

Project Commissioner

New Hope Group and VIMG

Project Creator

Hoyne

Project Brief

With up to 7,500 new dwellings anticipated in the St Leonards area, including multiple tower developments in the immediate precinct, all competing for the best view, the brand and marketing strategy needed to differentiate and distinguish The Landmark. As this was New Hope Group’s first venture in Australia, the project also had to establish the corporate brand in the market and put New Hope on the map. Central to the project was the completely unique architecture. The development was positioned to redefine St Leonards and create an architectural icon on the Lower North Shore landscape. This provided the foundation for the name “The Landmark” and the positioning statement ‘Icons are Forever’ that permeated through the entire marketing campaign.

Project Innovation/Need

The Hoyne CGI team were fully involved in the project from the outset, to bring the vision for the amenity to life with inspiring visualisations – including the lobby, lounge, gym, cinema, pool, spa, library, games room and virtual golf. The Sales Centre is an immersive experience with indicative views, technology displays, floor plates, integrated, video and features walls. Large touch screens with gesture control within the sales display provide an interactive sales tool for the agents, enabling them to tailor the sales journey to suit the prospective buyer. A neighbourhood pull-out guide included in the hero brochure, allows buyers to explore the diversity of food and dining, sports and recreation facilities, location and transport options, retail, arts and culture available in the area. The vision for the building’s proposed base level precinct, Friedlander Place was also pivotal to the campaign. Noting that competitors would be likely to talk to convenience retail, this was positioned as a sophisticated village of intriguing tastes and dining experiences that would be active day and night.

Design Challenge

With a significant amount of development activity occurring in the St Leonards area, and particularly in the immediate vicinity of The Landmark building, the challenge lay in creating a campaign that distinguishing the Landmark as superior investment and residential product. By positioning the Lower North Shore as a blue-chip location in Sydney’s premier investment choice and communicating a compelling vision of the iconic development at a prestigious, activated address the campaign successfully set The Landmark apart from its competitors.

User Experience

The launch was an incredible success with over 180 sales and in excess of 200 before the weekend was over. Following this immediate success at launch, the project has continued to delivered significant sales results, and is now preparing for the launch of the penthouse and high level stage 2 release. The representational features of the Sales Centre provide a true-to-life, engaging and aspirational experience for potential buyers and entire campaign highlights the unmatched luxury of the product.