Sitting at the pinnacle of Lendlease’s One The Elephant tower in the heart of the Elephant & Castle regeneration area, the penthouses that make up the Skyscape Collection offer a unique living experience in Central London.
Lendlease teamed up with multi award-winning architects Squire and Partners, along with one of the world’s most influential interior designers, Tara Bernard, to create a suite of penthouses which focus not only on luxury living indoors but equally prioritises outdoor space. With triple-aspect views, these unique ‘sky villas’ feature some of the largest penthouse garden terraces in London (generous enough to accommodate more than one living area).
Totality was tasked with the challenge of creating a name that resonated with a likely target market looking for something a little different and prepared to consider an up-and-coming location not historically associated with penthouse living. The name had to stand out from overused penthouse descriptors while at the same time remaining distinctive, honest, and straightforward. In addition to this, the offer of a slightly edgy, post-industrial lateral living experience complemented by some of the most breath-taking panoramic views of the city skyline all helped to inspire the name.
The tagline statement was designed to be a springboard for expressing the distinctive and unique aspects of this offer. Namely the open plan, loft style layouts and three roof terraces of significant size, each positioned in different orientations to catch the sun at different times.
Given that the Skyscape collection offers a truly seamless indoor / outdoor living experience in an unexpected location, and one that affords some of the very best views of the London skyline, ‘Turning penthouse living inside out’ seemed appropriate.
The design of the identity and the brochure mirrors the thinking behind the name and reflects the vast consideration given to the sustainable materials and all design aspects, while setting the scene for the exceptional living experience and showcasing the suite of CGIs – all packaged in a slip case using the highest quality material echoing the interior style.
This truly is penthouse living turned inside out.