Defence Housing Australia are known for developing residential buildings for the military. However, they also sell to the general public, but this is often not understood. This new development is located in the industrial suburb of Alexandria, an area only just starting to undergo gentrification. DKO Architecture designed a building which drew on the area’s history as a former brickworks for inspiration, and incorporates recycled materials and green communal spaces to benefit occupiers and the environment. The goal was to position the Alexandria development as progressive, as well as change the perception of DHA as a developer.
The campaign had to speak to a target market of young couple and family owner occupiers who were not just looking for a place to invest but a home where they could build a full and rewarding life. The name Arkadia was inspired by the huge arched walkways connecting the backstreet to the main road and enormous park across the road. Rather than simply showing indicative interiors and architecture, innovative CGIs immerse viewers in the narrative of life at Arkadia, demonstrating how the green elements of the architecture and design translate into everyday benefits for occupants. The campaign collateral used layering to represent both the architectural materiality and the multitude of amenity to be uncovered in the area. A raw, textured aesthetic reinforces the sustainable and environmentally friendly aspects of the development. The heritage of the area was communicated through a stamp icon with a representation of the old brickworks, used throughout the campaign. Simple yet impactful campaign language focussed on the theme of More for Alexandria and was key to communicating how the suburb has evolved.
Sales exceeded the area standard and at a much higher rate per square metre. 60% of the apartments sold within 3 months which exceed the clients goal. In addition, the development has received great coverage from social media, industry and mainstream press.