Project Overview
A sanctuary for the inspired and the ambitious, The Albertine is a collection of 96 sophisticated residences for those who want to live immersed in the city’s finest and most exciting offerings. Designed to celebrate living life to the fullest, its boutique size and modern sensibilities prioritise health, balance, and happiness, ushering in a new era of Mirvac luxury.
Project Commissioner
Project Creator
Project Brief
The Albertine primarily targets downsizers and young professionals, audiences that differ in their circumstances but are bound by their desire for space, centrality, top-quality service and amenity, connection to nature and unique access to Melbourne’s best. PLAYGROUND’s mission was to create a brand that positions The Albertine as the ultimate wellness address in a sought-after pocket of the city – a place that offers its residents everything they need to live a modern, exciting and fulfilled life, and then some.
Project Innovation/Need
The Albertine offers a layered life of luxury. Its sophisticated design exemplifies timeless, contemporary architecture that is luxurious and planet-conscious. By expressing the building’s considered nature as an oasis for recharging, connecting with nature, recreation, wellness and social interaction, we demonstrate Mirvac’s commitment to a higher level of care and quality. In doing so, the brand melds the Mirvac standards of luxury with a sense of purpose and embraces an ambitious, health-conscious philosophy.
Design Challenge
In the post-pandemic world, the significance of ‘lifestyle’ has become increasingly important for buyers. Defined by their location and the services and amenities on offer, luxury residences require a brand differentiates and elevates them above the competition. Cutting above the status quo, The Albertine’s brand carefully intertwines the fluid relationship between life, work, nature and personal values – expressed through stunning design embracing nature’s raw, organic shapes juxtaposed with man-made structures. The art direction and imagery pays homage to sculptural shapes, the building’s lakeside location, and the rhythms of nature, which harmoniously showcase the endless beauty and experience of living at The Albertine, and Melbourne at large.
Effectiveness
In the realm of luxury apartment living, The Albertine stands out with its impressive modern design and a brand that clearly communicates its exceptional offering. By drawing on the urban and natural surroundings, the visual identity paints a beautiful tableau of limitless sophistication, comfort and all that create life’s beautiful layers. A luxurious tone of voice speaks to the significance of the lifestyle, elevating the high-quality location and amenities with rich storytelling. Construction on The Albertine is underway and the building is poised to redefine the area.
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.
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