How do you create a unique positioning and identity for a new residential building to be built on London’s Albert Embankment, one of the capital’s most central stretches of riverside? A building 28 storeys high, yet containing only 34 extraordinary residences.
The answer lay in the idea of individuality. This idea grew out of our observation about the way in which Rogers, Stirk, Harbour + Partners had designed the building. Each resident would occupy at least one whole bay of the building's individually coloured three-bay structure, thus affording them unprecedented levels of privacy yet enjoying views that are famous the world over. This single observation led to a thought that became the basis of the marketing story for the building - a truly unique place to live, where both literally and metaphorically, you can enjoy 'life on your own level'.
The building itself was then named the Merano Residences. The provenance being a combination of the building's coloured facade and the Italian town of Merano, famous for its bright floral colours during the summer months. The “Residences” suffix further emphasised the idea of individuality.
A very personal and private approach to marketing has been taken, reflected in the materials created. The introductory film featured personal interviews with the architect Graham Stirk and interior designer Martin Goddard about their vision for the building. And prospective buyers received a single apartment plan in its own individual wallet, placed alongside the building’s brochure within a hard case box.