2018 Melbourne Design Awards

spaces, objects, visual, graphic, digital & experience design, design champion, best studio & best start-up, plus over 40 specialist categories

accelerate transformation, celebrate courage, growing demand for design


Project Overview

Located in the heart of Prahran East Village between Toorak and Armadale, Goldfields development 525 High Street offers a fine collection of crafted apartments with interiors by Hecker Guthrie. Each residence exudes effortless quality, juxtaposing modern luxury with essential character.

Project Commissioner

Goldfields Group

Project Creator

Cornwell Design

Project Brief

Cornwell was tasked with creating the marketing collaterals that played on the idea of duality, celebrating sophisticated interiors designed by Hecker Guthrie and what home essentially means to prospective buyers.

Project Innovation/Need

The property market was changing, and the focus shifted to meeting the needs of downsizers, rather than investors. Each residence offered the luxury of space, enabling purchasers to bring precious pieces from their previous homes into their new apartments. We created opportunities for consultations and conversations between interior designers and potential buyers, enabling downsizers to imagine and create their ideal new abode.

Design Challenge

The project did not have a display suite, which meant our design solutions and tools needed to work harder to resonate with a highly discerning target audience. We created a beautiful presentation box, which enabled sales agents to bring potential buyers on a journey, and imagine a modern new space with their prized heirlooms and furniture.

Inspired by the Japanese philosophy of wabi-sabi, we achieved the perfect balance of luxury and character, old and new. We contrasted tactile materials and objects with sleek and pristine finishes. We celebrate this duality in the design of each collateral. This project was one of the first to pioneer the downsizer focus in the apartment market.


All apartments were sold out within 10 weeks of the launch. A high number of apartments amalgamated by downsizers to create their ideal residence was a further testament to its success. 525 High Street became the benchmark for downsizer property campaigns in the market.

This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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