Quay Quarter
Quay Quarter is an iconic Sydney neighbourhood unlocking new experiences in a working city, redefining work and life in the CBD. It is transformative and generous in spirit, bringing together workers, residents and visitors in a visionary city quarter fit for the 21st Century. In 2012 we set out a vision for this new Sydney Quarter based on Generous Transformation. And created a multi-faceted identity for what’s been named one of the most innovative high rises in the world. A decade later, our marketing campaign and vision centres helped secure the largest corporate rent ever delivered in Australia and sold out the residences in three hours.
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Quay Quarter
Generous Transformation
Quay Quarter is an iconic Sydney neighbourhood unlocking new experiences in a working city, redefining work and life in the CBD. It is transformative and generous in spirit, bringing together workers, residents and visitors in a visionary city quarter fit for the 21st Century. In 2012 we set out a vision for this new Sydney Quarter based on Generous Transformation. And created a multi-faceted identity for what’s been named one of the most innovative high rises in the world. A decade later, our marketing campaign and vision centres helped secure the largest corporate rent ever delivered in Australia and sold out the residences in three hours. Now the $3b precinct redevelopment is open, our wayfinding and signage system helps thousands of people navigate the two city blocks we’ve helped transform every day.
Creating a vision for a place from the ground up
Combining revolutionary workplace architecture, highly considered residential and fine-grain laneway retail, Quay Quarter is a generational step change for Sydney. Our strategic vision as Brand Agency, focused on the idea of embodying a generous gesture to the city, has informed everything from 3XN Architects brief to marketing the completed project. This project is a best-practice example of all parties involved being committed to and executing against to the values outlined in the Place Branding Strategy.
Leasing Quay Quarter Tower
Quay Quarter Tower is a best-in-class example of adaptive reuse architecture by 3XN in collaboration with project architects BVN and lobby interiors by Tom Dixon. Our brand identity, vision centres and leasing campaign for Quay Quarter Tower have contributed to Deloitte paying the largest corporate rent ever delivered in Australia. Our strategy for Quay Quarter Tower’s vision centres takes central themes from 3XN’s architecture. Projections, displays featuring CGIs and floor plans, and iPads set up to customise architectural plans all work together for a truly immersive experience. We designed a hardcover two-book box set to support commercial leasing, the set beautifully presents the revolutionary thinking behind the tower and technical information for prospective tenants.
Selling Loftus Lane
Loftus Lane is the central artery of this unique Sydney niche. The name we put forward is one of the historic lanes that runs through the precinct, Loftus Lane embodies how fundamental the laneway culture is to the lifestyle on offer and reflects on the way all residences physically overlook it. With a different architect behind each of the three low-rise luxury residences (SJB, Silvester Fuller and Studio Bright) part of our job was to create a common identity for Loftus Lane. We needed to unite the 106 apartments, while celebrating the distinctness of each property through our brand world, vision centre and sales campaign. The apartments sold out in three hours.
Driving footfall for Quay Quarter Lanes
No one could have anticipated a pandemic would strike just as leasing and driving footfall became the key focus for Quay Quarter Lanes, the retail precinct at Quay Quarter. When it came to leasing Quay Quarter Lanes our award-winning multi-stage campaign used innovation and ingenuity to reach target audiences in new ways. We crafted a bespoke magazine to put the rich and varied stories of the laneways into tenants’ hands. Instead of producing stock-standard hoardings, we converted empty shopfronts into a major awareness-building opportunity; the ‘street edition’ of the magazine not only extracted more ROI on the magazine content but activated the laneways themselves. We placed major emphasis on earned and social media achieving 198 pieces of media coverage, with a total reach of 138,857,246 people.
Unified wayfinding and signage
Similar to 3XN architects, we had a broad perspective of all elements of the precinct with a huge amount of detail and context. We knew we needed to be careful to make sure the site didn’t become overloaded. On an extremely porous site, our system is unified with its environments and gets people where they want to go with maximum efficiency. Our work lives harmoniously in the dynamic spaces. It is sculptural and tactile, indistinguishable from the architecture, but clear and effective.
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“This is one of the first examples of the whole core of a brand for place being focused on acting in a spirit of generosity. It’s about giving back to the city.”
Cat Burgess, Head of Place, Frost*collective
