Classic East Melbourne

Iconic heritage in a tightly held location

Classic East Melbourne is an exclusive collection of three unique residential buildings, offering discerning buyers a choice of the historic or 21st century.

Our challenge was to create a brand that focussed on the boutique offering and showcased the location. A primary driver in the offering is the luxurious architectural detail in every apartment. Bespoke one of a kind taps will be created for every apartment. 

Heritage decorative features remain will be retained and conserved. The site is located in East Melbourne, Melbourne’s premier address. Because property in the suburb is so tightly held, a sense of urgency had to be created.

Classic East Melbourne is an exclusive collection of three unique residential buildings, offering discerning buyers a choice of the historic or 21st century.

The sales strategy had to allow for the sale of three different residential products at the same time. An umbrella brand ‘Classic. East Melbourne’ was created to showcase Mosspennoch, 22 Clarendon and Parade buildings. Each product was given a complimentary identity, so together they formed a family of products on offer. Each product provided a different level in size and cost. Material focussed on bespoke architectural details and the tranquil green spaces on the doorstep of the Melbourne CBD.

Classic East Melbourne is an exclusive collection of three unique residential buildings, offering discerning buyers a choice of the historic or 21st century.

Classic East Melbourne is an exclusive collection of three unique residential buildings, offering discerning buyers a choice of the historic or 21st century.

Classic East Melbourne is an exclusive collection of three unique residential buildings, offering discerning buyers a choice of the historic or 21st century.