122 Roseneath Street

A collaboration between likeminded development partners Assemble, ICON Developments and Wul Projects, 122 Roseneath Street was conceived as an exemplar of contextually sensitive, high-quality design and sustainable, small footprint living. Construction for 122 Roseneath Street was completed in August 2018.

Challenge

Position 122 Roseneath Street as an innovative development with a unique engagement process; educate the community on apartment design best practice; build the profile of the development as a desirable place to live; promote strong sales.

Solution

We developed a full-service campaign for 122 Roseneath Street: setting strategic direction, earning media coverage, planning and activating events, and building corporate profiles.


Execution

Media outreach targeted key outlets for campaigns; onsite media presentations, in particular, yielding top-tier editorial coverage across EGN, design and lifestyle media. The Brutalist Block Party, a month-long site activation that featured a pop-up restaurant and farmer’s market, further generated buyer and community engagement.

Results

With 53 of the 65 available dwellings purchased on the first day of sales, and over 58 articles across top-tier media secured, our 122 Roseneath Street campaign was a resounding success. All remaining apartments were sold within 10 days of launch, saving the developers a costly advertising spend and contributing to the widespread positive reception of the project.


Services

Strategy;
Media relations;
Event assistance; and
Event activation.