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Designed by award-winning architects Bates Smart, 555 Collins is located on Melbourne’s most iconic street, known for its grand Victorian architecture and high-end retailers. The architecture promises to transform 555 Collins into an icon of the Melbourne skyline, with strong, sculpted and sophisticated lines and a tapered building base.
The posters leverage the Collins St location, proximity to luxury boutiques as well as the premium, luxury nature of the development itself. Subtle linear and curved elements mimic the cut of precious stones, emphasising scarcity and limited nature of the product and reflecting the architecture of the building.
These strong yet simple set of posters align with luxury brands to attract and resonate with the target market. This clear focus contributed to the impressive sales results achieved.