Image Credit : Saskia Wilson
Project Overview
Loftus Lane is part of AMP Capital’s Quay Quarter Sydney precinct which will see the redevelopment of two entire blocks in the heart of Circular Quay. The project comprises three low-rise boutique residential buildings designed by SJB architects, Silvester Fuller and MAKE Architects.
Project Commissioner
Project Creator
Team
Maria Briganti - Environments Design Director
Yvonne Tong - Environments Designer
Melanie Reid - Environments Senior Design Manager
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Anthony Donovan - Group Creative Director
Catriona Burgess - Strategy Director
Ryan Curtis - Designer
Chris Griffiths - Designer
Emma Stone - Client Services Director
Max Delplanque - Account Director
Junior Designer - Johnny Boardman
Nathalie Cano - Digital Producer
Zion Wu - Senior Digital Designer
Saskia Wilson - Photographer
Project Brief
We collaborated with the development team, architects and sales agents to craft a compelling story to buy in a boutique development on Sydney Harbour. The full scope of work extended from strategy, to brand design, digital and environmental with the design of a premium display suite. Within just two hours on its opening weekend, the Loftus Lane development in Circular Quay sold all 106 apartments.
The display suite, one of the most significant expressions of the Loftus Lane brand, had to reflect the development’s bespoke qualities, and communicate its unique nature. But to fully appreciate the approach taken in executing the display suite, it is pertinent to know that the strategy for the brand was anchored in market research that found that target buyers were motivated by the idea that this was a rare opportunity.
Project Innovation/Need
The environmental design strategy lay with communicating the overarching principals of intimacy, modernity, design and culture, captured through the scale, detailing, materiality and overall feel of the suite to create an immersive experience and immediate sense of calm, aesthetics and effortless luxury of the Loftus Lane development.
The brand positioning focused on the idea of securing a private Sydney niche with access to a new laneway lifestyle as well as the exclusivity of a low-rise development that is uniquely different to competitors offering tower-style living.
Naming was also within the scope of our branding deliverables. We developed the name “Loftus Lane” to refer to this new laneway culture, and to give a sense of identity particular to the history of Sydney – Lord Loftus was one of the first Governors of NSW in the late 1800s.
The brand design draws on the idea of “effortless luxury” – with a restrained and contemporary aesthetic that contrasts with the glitzy approach of many other luxury developments.
We created a suite of sales brochures for each address designed by three rising Australian architects. Each piece aims to provide an insight into the architectural thinking behind each building. Designed to convey the understated luxury of the Loftus Lane lifestyle, the brochures celebrate the tactile and the crafted.
Design Challenge
The brand strategy was supported by a comprehensive marketing plan, that strategically used every touchpoint to reinforce the uniqueness of the opportunity. This extended from bespoke Bonsai figs that were sent to VIPs in custom-branded Loftus Lane ceramic pots, to a limited-edition coffee table book called “Home” delivered in partnership with Sydney based photographer Saskia Wilson that focuses on quintessential Sydney moments.
Additional assets included a series of videos that tell the story of the precinct and allow the architects to explain their bespoke approach for each building. A digital and print campaign focused on Loftus Lane’s unique attributes and limited availability.
Every aspect of the Loftus Lane brand is deeply considered and bespoke, communicating the unique nature of this very special development.
User Experience
Extending the brand values through natural and clean materiality was an important focus for the design. Sustainable materials were selected and used throughout the interior with a particular emphasis on the use of timber and natural, light materiality.
Marketing - Branded Experience
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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