A boutique urban infill project in the heart of Fitzroy, Melbourne, 44 Greeves consists of seven unique homes brought to the market by Outline Projects.
Featuring a semi-permeable mesh screen that floats above the retained heritage facade, Object / Subject Architecture’s design makes the most of the compact site, creating functional light-filled townhouses with Juliet balconies and substantial rooftop decks.
With no display suite planned for pre-sales, speaking clearly to the target market of professional couples and young families was crucial for a successful campaign.
Careful attention to bespoke materials and lighting communicates the quality of the project while differentiating from nearby competing developments. Warm tones and a hints of life aligned each image to the branding and colour palate developed by marketing agency U-P and make each space and appealing prospect.
Buyers keen on the Fitzroy lifestyle were appealed to by sourcing as many furnishings and styling items from within walking distance of the project.