A limited collection of eleven boutique residences in the cosmopolitan suburb of Prahran required brand, campaign name, positioning and targeted marketing communications.

The development is a collaboration between Bensons Property Group, Fender Katsalidis Architecture and SORA Interior Architecture and Design. With construction costs and interest rates rising, the project team needed an approach that quickly drew interest.

The TEN CECIL Collection

The Chairman of Bensons Property Group was inspired to donate a selection of his personal collection of contemporary art and sculpture to the development.

Self-titled created the name and campaign approach that spoke to both art cues and the creative and cosmopolitan atmosphere of Prahran. A signature blue made famous by French artist Yves Klein was featured across marketing to help cut through the sea of grey used by the competitive set.

The TEN CECIL Collection features twenty-two pieces by prominent contemporary artists. Works will be installed in public spaces on each floor.

It was imperative the campaign not only captured the creative and cosmopolitan atmosphere of Prahran, but also respected the artists represented in the TEN CECIL Collection and this generous art donation from the Jreissati family.

Paul Monkivitch, Creative Director