Loftus Lane
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Loftus Lane
Carving out a niche
Loftus Lane’s three boutique apartment buildings in the heart of Circular Quay are part of AMP Capital’s visionary Quay Quarter precinct. Nestled in a precious, history-rich part of Circular Quay, we needed to showcase to a high-net worth audience that this development had an unrivalled position and intimate connection to Circular Quay. With a different architect behind each of the low-rise luxury residences (SJB, Silvester Fuller and Studio Bright) our vision centre and sales campaign celebrate the distinctness of each property but also unite the 106 apartments under a common identity. The apartments sold out in three hours.
Avoiding Sydney clichés
A refined elegance defines the creative in our sales campaign for Loftus Lane, contrasting with other showy visions of luxury in the market. In line with its unique market position as a residence for people who love Sydney and its many layers, we avoided Sydney cliches, and aimed to showcase deeply personal Sydney moments. One touchpoint that expertly delivers on this vision is the limited-edition cloth hardcover book of Sydney images captured by local photographer, Saskia Wilson. Titled ‘Sydney at Home’, Saskia’s atmospheric photography captures the essence of the harbour city, in a refreshing unexpected and intimate way.
Enveloping calm
We developed a display suite to embody the experience of living at Loftus Lane, carefully curating touchpoints to support customer journey and provide moments of surprise, delight, confidence and reassurance. Buyers spoke of the enveloping calm and purity of aesthetic that the display suite offered – they could imagine what stepping into their home would feel like. Giving people who love the real Sydney an intimate and authentic way of living in the city.