Image Credit : Creative Director: Dave Stelma
Video and Photography: Fluke Creative
3D imagery and animation: Gabriel Saunders
Project Overview
Te Taumata | Lakeview is a visionary project by Ninety Four Feet. It is a testament to our unwavering commitment to redefining urban living in Tāhuna | Queenstown, Aotearoa | New Zealand.
For us, Te Taumata | Lakeview signifies passion translated into purpose. It embodies a new era of thoughtfully crafted and ecologically conscious living. More than a neighbourhood, it is a central place for connection. Designed to bring together world-class retail, hospitality, entertainment, art and residential living, it nurtures a deep sense of belonging rooted in the existing cultural and natural fabric of Queenstown.
To build here, in this extraordinary natural environment, is both a privilege and a responsibility as kaitiaki. That’s why sustainability is central to the planning of Te Taumata | Lakeview, guided by culturally responsive and regenerative design principles that honour the wisdom and values of ancestors and the stories woven into the cultural heart of Tāhuna | Queenstown. The vision is to create an intergenerational community deeply connected to people, place and the natural world.
Project Commissioner
Project Creator
Team
Creative Director: Dave Stelma
Video and Photography: Fluke Creative
3D imagery and animation: Gabriel Saunders
Project Brief
For the first time, the opportunity to own a piece of previously unbuyable land in central Queenstown is possible. With global interest and high-value stakes, relying on market forces alone was not an option.
We needed to create desire where it hadn’t previously existed, igniting a new wave of intent among potential buyers across New Zealand, Australia and beyond. Our strategy sought to reach those looking to embrace change, from reimagining life overseas to downshifting and reconnecting with what matters.
The brand had to feel distinctive and assured while still being considered and local. It had to balance tradition and innovation, honouring Māori culture and Queenstown’s natural heritage, while offering a globally appealing lifestyle.
This was never just about selling real estate. It was about inspiring people to say yes to life on their own terms.
Project Innovation/Need
Targeting a global audience of ultra-high-net-worth individuals demanded a brand platform that transcended the conventions of property marketing.
This wasn’t a development, it was a destination. A mixed-use precinct designed for locals, travellers, future residents and those seeking an alpine holiday home. Our brand needed to feel just as relevant to a discerning buyer in Singapore as it did to a local family in Otago.
The brand identity draws on cultural collaboration and a deeply rooted sense of place. Every visual and verbal element was created with longevity in mind, knowing the project will unfold over more than a decade.
Te Taumata | Lakeview became more than a brand. It became an invitation to belong and a beacon for a new way of living connected to people, land and legacy.
Design Challenge
The complexity of the challenge lay in its breadth. We were building a brand for a mixed-use precinct that needed to speak to multiple audiences — local residents, international buyers, investors, and cultural stakeholders.
Our timeframe spanned years, not months. The design needed to withstand shifts in the market and remain relevant well into the future. Every detail was considered, from cultural consultation through to the visual language, storytelling and sound.
Collaborating with cultural consultants ensured respectful integration of local identity, while graphic layouts and materials were crafted to translate seamlessly across media.
The brochure became a cornerstone piece of this approach. We carefully planned the flat-lay to ensure no part of the hero renders and imagery was compromised by the spine or folds — allowing full panoramic visuals to be appreciated in their entirety. It was a small detail that made a powerful impact, reinforcing the grandeur of the vision and the clarity of our design intent.
In many ways, this was less a property campaign and more a world-class place brand. A campaign that could just as easily sell the Queenstown lifestyle as it could the homes within it.
Effectiveness
Te Taumata | Lakeview achieved over $100 million in pre-sales and a further $60 million since its public launch in February — with more than 90% of buyers coming from outside New Zealand.
User experience and engagement were central to every touchpoint. A bespoke brochure was designed to allow full renders to be viewed across the fold, with no image or detail lost to binding seams. This ensured that the sweeping Queenstown vistas remained uninterrupted — a true flat-lay experience that respected the integrity of the visuals.
The website was crafted as a visual gateway to Queenstown, tailored for both local and international audiences. Cinematic video content brought the lifestyle to life, while exclusive curated events offered select buyers the chance to experience the site and story in person, some flying in from across the globe.
This bespoke and human-centred approach turned every brand interaction into a moment of meaning, reinforcing the emotional value of belonging to Lakeview. Te Taumata | Lakeview has set a new standard for what’s possible in property branding.
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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