Premium retirement apartments within a landmark seniors’ precinct.
Hyson Apartments | For Calvary
Hyson Apartments at Calvary Kooyong
Hyson Apartments is set within a brand new retirement living, wellbeing and medical precinct. Our client, Calvary, used our entire suite of services — Research & Advisory, Design & Development and Sales.
In conducting in-depth concept testing with senior consumers, we were able to determine that our approach would resonate with the target market. The entire precinct offering is a real point of difference and strongly influences consumers’ purchasing decisions. The development opened in early 2023.
Research & Advisory
One Fell Swoop was appointed after the retirement apartments had topped-out, yet our Advisory services supported pricing and establishment of exit fee arrangements, while our Research services tested naming, branding and advertising creative with consumers. Fortunately, the test market liked everything we showed them!
Design & Development
We were instrumental in making sure Hyson Apartments is a community where seniors thrive. Our collaborative efforts with Calvary ensured meticulous planning, accurate pricing and optimal positioning of Hyson Apartments. This commitment guarantees residents an unmatched living experience, characterised by comfort, convenience and community.
Marketing
In speaking to slightly older consumers, it was important to convey how the precinct, with aged care and specialist hospital care services, could support them as they age. Graphic shapes and a modern aesthetic were underpinned by language that spoke of the unique offering that maximised the high-impact views.
Sales
A nearby retail space was selected for the initial display suite and sales office. We designed the space to support the sales initiative, including a replica kitchen and bathroom. Regular events and hard hat tours were conducted so that prospects could understand the unique healthcare offering and amazing CBD, bay and Dandenong Ranges views. Currently, two fully furnished and styled display apartments are used for private customer inspections.
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