James Bond would feel right at home in Canberra’s tallest luxury mixed use residential towers. THERE are pleased to have created a uniquely themed brand campaign for GEOCON’s latest and most ambitious tower project - High Society.
The $1 billion Republic precinct is one of the largest projects currently being delivered in Australia, and the two High Society glass towers will be the ACT’s biggest project galvanizing it as Belconnen’s new vertical village heart.
Geocon's High Society building will deliver 541 apartments across two 27-storey glass towers, 135-room Abode hotel, 500 public carparks in addition to resident parking, and retail and commercial offerings in the tallest towers in Canberra, set amongst the vibrant Republic precinct.
Designed by world-leading architects, Fender Katsalidis (of MONA fame), the development stretches high up from a luxury hotel and podiums of rich amenity. Including wine cellar, cinema, pool, wellness centre, chefs kitchen, car wash, and bike hub. From the concierge service, to the climate-controlled cellar where residents can store their personal wine collections, to the private cinema, chef’s kitchen and executive dining room for exclusive use by owners, High Society delivers a luxury lifestyle like no other.
Building upon the existing Republic Precinct brand equity, the creative brief was to create a 'luxe and high-end brand' to appeal to Canberra's more discerning & design-savvy society. Given the Republic Development precinct was in its 2nd stage release the challenge was, to create a campaign inject a new sense of life into the precinct.
"Our creative solution was to create a brand identity that speaks to both the physical height of this pinnacle tower, and the amenity-rich lifestyle that allows its residents to literally ‘live the high life’" says THERE’s Executive Creative Director and founder Paul Tabouré. 'The brand needed to be flexible in nature, and be underpinned by an evocative and stylish tone of voice across all the marketing touch points.' he continues.
This campaign reaches new heights through injecting a sense of intrigue and desire resulting in a bold, confident and evocative brand campaign. The 120 second brand launch movie thematic leveraged off a bond-inspired creative, evoking the allure & charisma of a suave and sophisticated espionage narrative.
The outcome was immediate and clear of 541 apartments… 500 units sold prior to the project's official launch, defying the slowing apartment market trend in some of Australia’s major capital cities. “That is an outstanding achievement in Australia today, to be almost sold out, with less than 10 per cent of the stock remaining by day one at the commencement of the project.” said Nick Georgalis Geocon's Founder.