Hawthorn Park
The future of Hawthorn
Hawthorn Park
The future of Hawthorn
Challenge
Hawthorn Park is set to become a landmark property development in Melbourne’s Hawthorn East. Set across four low rise buildings, linked by walkways, gardens and an iconic suspended ‘skypool’.
Architect RotheLowman has created a striking design, drawing reference from the stepped landforms of rice paddies and the stone terraces of Machu Picchu. A central valley garden opens up the internal space connecting adjoining major roads and providing over 2000m2 of landscaped parkland.
Solution
Self-titled devised a name which cements the project as a precinct within the suburb while highlighting the generous green spaces. Lifestyle photography and renders further emphasised the natural gardens and shared amenity.
The project was positioned as the ‘Future of Hawthorn’, with a strong nod to the future focussed architectural vision and forward thinking ways of living, incorporating elements of physical and mental wellbeing.
A bespoke typeface was created which echoes the stepped organic architectural forms. This was executed as both a physical 3D and a printed 2D version.
The buying experience was crafted around a generous display suite which included an immersive theatrette, scale model, interactive touch screens, an app and internal green walls.
Results
The brand created for Hawthorn Park is much more than a marketing campaign – it’s an example of significant placemaking.
The project has recently launched, garnering excellent media exposure and steady initial sales of it’s Stage 1 release.
Campaign Photography by Paul Giggle
Renders by Binyan
