Space to feel

22 O'Riordan street

 Space to Feel
 Space to Feel

HOOKED ON A FEELING

Following in the innovative footsteps of South Eveleigh, and with major new developments at Central, South Sydney is fast becoming a premium, A-grade destination for businesses.

With connection to the city in a matter of minutes and rents half those of the CBD, there is a major opportunity for businesses in this new part of the working city. Full of young, well-educated and innovative thinkers who choose to live and play in the area, it’s a place where businesses can attract the workforce of the future. 

Our client, Markham, wanted to create a destination in its own right in this emerging location, with a major new project that spans an entire corner block in Alexandria. The project is on a new feeder road that is both a future eat-street and a direct link to the lifestyle suburbs of Erskineville and Newtown.
 Space to Feel
 Space to Feel
Working collaboratively with the client and architects, our brand strategy was anchored in the idea of “space to feel”– based on the insight that people do their best work in places where they feel their best.

The “space to feel” idea is all about offering more room for employees inside a piece of architecture that speaks to the heart of people and makes them feel good, at a better price. This became a powerful narrative for the project and a source of great potential for Markham, focusing the place vision for the whole offer. 

The space has been designed to connect with how people feel and unlock positive feelings. Wellbeing is a huge priority, with abundant natural light, huge terrace, unparalleled end of trip facilities, a rooftop running track and Parisian cafe on the ground plane – all emotional stimulus that make people want to spend time there.
 Space to Feel


“MARKHAM COMMISSIONED FROST TO PREPARE A TARGETED MARKETING CAMPAIGN FOR OUR NEW DEVELOPMENT AT 22 O'RIORDAN STREET, ALEXANDRIA. THEY WORKED COLLABORATIVELY WITH US TO UNDERSTAND WHAT WE’RE TRYING TO ACHIEVE, WHICH WAS MORE THAN JUST ANOTHER DEVELOPMENT MARKETING PACK ABOUT THE BUILDING. THEY DEVELOPED THE ‘SPACE TO FEEL' MONIKER FOR THE PROJECT WHICH IS ABOUT HOW WE WANT OUR TENANTS TO FEEL WHEN THEY OCCUPY THIS BUILDING. THE RESULT WAS AMAZING, HIGHLY PROFESSIONAL INCLUDING A HIGH QUALITY VIDEO FLY THROUGH WHICH WAS WELL RECEIVED BY PROSPECTIVE TENANTS”

CAMERON HABLER,
HEAD OF INVESTMENTS,
MARKHAM

 Space to Feel
Today, in a post-Covid world where businesses are looking for what makes people want to come to work and getting people back into the workplace, this approach feels prescient and more powerful than ever. 

The brand design has a modern industrial edge, and is itself evocative of different emotions, drawing on the materiality of the building to inspire different sensory responses.

To prove the location, we partnered with Arterra Interactive to create a CGI brand film that demonstrates the many dimensions of how South Sydney is transforming into a hot spot for business. The video is part of a multi-faceted campaign including social media, digital, interactive IM and presentations.
 Space to Feel


“SPACE TO FEEL’ WAS A REALLY FERTILE STARTING POINT FOR OUR DESIGN PROCESS. AS THE BUILDING WAS GIVEN SUCH SPECIAL CARE TO EVOKE EMOTION AND MAKE PEOPLE’S TIME THERE PRECIOUS, IT FELT COMPLETELY NATURAL TO HIGHLIGHT THE VERY FABRIC OF THE ARCHITECTURE WITHIN OUR DESIGN. THE TIMBER FAÇADE AND STRUCTURE INSPIRED US TO CREATE OUR OWN ABSTRACTED SPACES AND THE NATURAL COLOURS OF THE GRAPHIC LANGUAGE.”

BENJAMIN HENNESSY,
CREATIVE DIRECTOR,
FROST* PLACE