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.


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.


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


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.


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.


Media relations;
Event assistance; and
Event activation.