Phoenix Apartments:

Blue ribbon distinction – SOLD OUT in 6 weeks.

Phoenix is an apartment development located at the well-known Phoenix Hotel site on Flinders Street, Melbourne. Its unique 28-floor single floor apartment layout offered owners unparalleled views and the luxury of contemporary design within a convenient city address.

The creative strategy emphasised the narrow footprint of the building contrasted with the wide expansive views from the living area. The identity references the graphic blue ribbon (by Emery Design) of the building’s facade.

Creative Idea – Melbourne icon

By emphasising the distinctive Fender Kastalides architecture and the limited size and scale of the building, a cut-through identity was created. 24 of the apartments were sold within six weeks.