Opinion by Richard Baird
One Wellington, a partnership between LAS Group and Qualitas, is a new property development located in the Melbourne suburb of St Kilda, not far from eclectic Fitzroy Street. The building’s architecture—designed by KPDO and comprised of 181 apartments across two buildings of 26 and 10 floors—features flowing curves inspired by its bayside location, highly-customisable interior options and unobstructed sky views. One Wellington is described as dramatic architectural expression on the skyline and an entry statement into St Kilda from the north.
Building on the highly-customisable and luxurious interior designs of KPDO, Studio Ongarato developed a visual identity and campaign directed towards a specific mindset and that draws on the multi-faceted sub-cultures of the area rather than a target market profile. This manifests itself, unusually, in a shifting tone throughout printed communications, moving from the sophisticated to the youthful, and from serious to humorous using photography, type, illustration and photography. Through this approach, Studio Ongarato’s campaign invites prospective residents to live ‘A life less ordinary’.
The One Wellington campaign identity is made up of a hardcover book, softcover booklets, posters, postcards and multi-format cards. Each unveils authentic stories from unexpected perspectives using a variety of creative techniques.
Opinion by Richard Baird
85 Spring St is a residential property development of 132 apartments by Golden Age Group, designed by Bates Smart and located in the Australian city of Melbourne. It will be marked by its total work of art philosophy, or Gesamtkunstwerk, which embraces a multitude of artworks to compose one singular piece, but also its distinctive, sculptural and high-rise modernity within an area of significant architectural heritage and many low-rise structures. Although disparate in its form and height, its stonework seeks a connection with the surrounding urban environment.
Studio Ongarato worked with the developer to create a visual identity and strategy for the marketing of the property. Mixing commissioned artworks, material craftsmanship and a modern graphic simplicity of type and colour the concept captures the essence and total design philosophy of the building and using archival materials and illustration recognises and brings to light the significance of the site. These ideas link a variety of communications modes that included stationery set and brochure packs, signage, direct mail and display suite.