The revitalised T&G building is a perfectly curated workplace with a difference, nestled in the heart of the Melbourne CBD. The building combines stunning Victorian architecture with new contemporary interiors ensuring a timeless asset for real estate giants Pembroke.
Pembroke is a US based international Property developer with a global reach. On the back of completing a 20 Martin Place project, THERE were commissioned to assist with the repositioning of their new Melbourne commercial asset at 161 Collins. The T&G building was their second asset purchase in Australia and were working with Bates Smart on the interior architecture. Bates Smart is a multidisciplinary design firm delivering architecture & interior design across Australia. THERE facilitated a Discovery workshop session to engage the project stakeholders to unearth the authentic story, define messaging hierarchy, create brand attributes and build audience profiles.
Our challenge was to create a relevant brand that responds to both the magnificent period-architecture, as well as the contemporised internal design concept. The building was in the heart of the Paris-end of the CBD, and as such the brand also needed to work in simpatico with the nearby luxury brands such as Gucci & Chanel.
Our solution was to use the articulated T&G brand strategy to inform the creative approach and create a contemporary yet classic, identity that paid homage to the legacy occupier from yesteryear; Temperance & General. The T&G typographic marque became an instantly recognisable monogram for the building.
We developed marketing tools to deliver the messages to market including; a brand styleguide, an online digital interactive content-rich website allowing visitors to learn about the buildings history, specifications and availability, and feature set. We created a bespoke leasing agent iPad App that allowed for ‘non-linear’ presentation that fostered more fluid & natural discussions with prospective tenants.
Working with Pembroke, Bates Smart and Binyan THERE also directed a short film to help prospective tenants imagine their new workplace. The narrative follows a day in the life of two people traveling to and from work experiencing a new type of work/life – buzzing CBD café culture, rich local amenity, shared lobby spaces, 4,000sqm floor plates and the dual arrival experience of T&G key entrances. THERE were the project driver and director responsible for; casting, storyboarding, selection of motion partner and overlay graphic supers.
After 6 months, 7 out of 10 floors have been successfully leased to date. The response from the client and agents was met with extreme positivity.