Project Overview
Everlane, Cremorne is a premium strata title commercial development by CostaFox Developments. This new commercial development embodies all the hallmarks of its predecessor minus the heritage component and is intentionally branded to be a ‘sister’ to Encore. Encore was fully sold before it went market release, which bodes well for Everlane.
To recreate the winning formula, CostaFox reassembled the same architectural, interior design, landscape, brand and sales team to deliver this commercial development.
Referencing the historical cues of the neighbourhood and reflecting the heritage aspects of the precursor project Encore – this building is designed to feel at home in Cremorne.
9 storeys high, with 24 tenancies on offer, plus ground floor retail opportunity, and the first street accessible, communal green space in the Gordon St precinct.
Project Commissioner
Project Creator
Team
Creative Director: Rob Davies
Senior Designer: Matt Ivory
Client Service Director: Bianca Lanza
Developer: CostaFox
Architect: Fieldwork
Interior Design: Mim Design
3D Visualisations: CUUB Studio
Photography: Arianna Leggiero
Project Brief
When CostaFox secured this second site on Gordon St Cremorne, our objectives were twofold: attract leading businesses to a new commercial address; and elevate our client in the process.
For any commercial building, location is critical, and in this case, that meant repositioning the perception of Cremorne from industrial to white collar. And invite the target audience to not only dip their toe in – but to purchase their own piece of Cremorne in this strata development.
Project Innovation/Need
Leaning in on our strategic brand experience in place making and positioning – we approached this commercial project in a way not often seen by this market. A market more used to facts and figures – we took them on a journey of aspiration and engagement.
We also broke the ‘rules’ and gave the development a name rather than a street number.
Not simply to be different in the commercial space, but to support a sense of place. A name that stands to represent the prosperity of the Everlane community. As well as a subtle nod to the small evergreen lane that connects the park to the EOT facilities. And of course, Everlane captures the character of Cremorne, playing on Cremorne's tight, historically adorned streets which act more like laneways than roads.
By using a name rather than a street address, we could seamlessly connect with our strategic positioning and the creative narrative of Everlane as a modern workplace that embraces traditional practices for a new generation.
Design Challenge
The greatest challenge we faced, was how we could ‘sell’ Cremorne to an astute market more at home in Toorak or the CBD. Encourage them to step out of their comfort zone and explore the benefits and attributes of this fast rising and dynamic pocket of Melbourne – Cremorne. To venture over the river.
We did this by celebrating the area in a restrained yet playful manner. Giving them all they needed in terms of hard facts – or Principle Points – all the while speaking to the integrity of the design and the team behind the project, and highlighting the opportunities available.
We also needed to differentiate this development as a premium, boutique commercial site with heart and soul. Being a suburb on the rise, means there is much competition. This development was very clearly aimed at an astute market of family businesses, philanthropists and those wanting a space that reflects them.
We achieved this by working closely with the interior team – Mim Design – to art direct a series of renders to demonstrate just how special the offices could be. Offices with warmth and interest. To help our audience imagine themselves working and thriving in these boutique spaces. Spaces with soul and character.
Effectiveness
Unlike sister building ‘Encore’ which sold in its entirety prior to launch, Everlane was caught in the second wave of the COVID-19 pandemic which impacted the market response to the strata offering. Selling agent Colliers International identified purchasers were reluctant to commit to purchasing new office spaces during a time of uncertainty, ultimately resulting in CostaFox pivoting their sales strategy approach for the development and adapting with the ever-changing environment developers were faced with during the pandemic. In response to the market conditions, CostaFox decided to hold the asset, and will soon look to commence a leasing campaign in conjunction with the build.
Graphic Design - Identity and Branding - Property
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
More Details