A visionary team
Almacantar commissioned The Neighbourhood to collaborate with an elite team: Rick Mather Architects; Conran & Partners; Hat Trick Design; and Eley Kishimoto; to help them bring their vision to life in the minds of many - from city planners, to investors, and ultimately to domestic and international purchasers and residents. We worked with the team through a strategic brand first approach. Paying consideration to how we could tell the most compelling and appropriate story at each stage of the development process, taking people with us on a journey, inspiring them with the vision.
In the tower, each of the 82 apartments was to be positioned at a premium, so we also had a clear point of view on the type of people that this building was going to be talking to. Offering apartments, beautifully designed with a meticulously crafted finish, an exclusive members club, a spa, and other high-end amenities. This polarising, 1960’s “marmite” building was being carefully positioned to appeal to a very particular clientele, but also needed to be embraced by the community.
We developed and crafted every detail of the production: from the initial concept, treatment and storyboards, through to every detail of the shoot, the edit, music and CGI production.
Once visitors had experienced the lifestyle of Centre Point through the film, we enabled potential buyers to explore a stylised, vertical-scrolling representation of the Centre Point building online. Developed end-to-end by our in-house team, the launch website opened with the emotional positioning of the Centre Point brand using the film, and early carefully selected images.