Natura dazzles at the Sydney Design Awards
Natura, the luxury residences in Macquarie Park was announced as the Silver Award winner for both the best Marketing – Branded Experience and Pop-Ups, Display, Exhibit & Set Design at the 2018 Sydney Design Awards. Romeciti’s landmark residential development turned heads with a comprehensive campaign and display suite that created one of Sydney’s most iconic residential projects.
Working together with the team at the Frost*Collective, the notion of connectivity, with both nature and the community, was the focus that enabled the design team to develop an idea that encapsulated Romeciti’s vision of green cities. Romeciti wanted NATURA to promote the kind of lifestyle that offers elegance and style and that also provides a sense of belonging.
NATURA’s generous 700sqm display suite by Urbanite was focused on the idea of celebrating the existing natural environment that lies at the heart of the project. A 40m long external place-making piece was designed and integrated into the entrance approach to pique public interest and guide visitors and potential buyers to the suite. At the end of the journey, a large window draws gallery visitors to a view of the riparian corridor, Shrimpton’s Creek. Frost* collective worked with Elenberg Fraser to frame this view giving the visitor a sense of connection with nature and to reinforce the core purpose behind the development.
Every brand touch point was considered to complement and respect the roles of the project’s key collaborators and created a synergy that resonated with people resulting in record sales. The comprehensive branding experience included, style guides, advertising, hoarding and signage, as well as residential brochures, penthouse brochures, boxed gifts, soy-based candles and sparkling wine.
The display suite is now demolished to make way for the construction phase of the luxury residences with Natura, Macquarie Park scheduled for completion in 2020.