Working with designers and content curators on the strategy for experiences requires me to be able to understand their vision and yet represent the audience's viewpoint so that effective and elegant spaces and engagements are created.

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Insight: Investors buy more than just financial return, this is a hygiene factor. Luxury investors also seek more - a sustainable, beautiful and personalized experience. If you want to convince retail investors to get involved with a real estate project you have to immerse them in the dream of what the experience itself will be.

 

Solution: Create a positioning that invites luxury retail investors to be part of our journey - to feel a full sense of ownership. 

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In this immersive experience I worked with the design team to ensure that the journey both made sense and yet was elegant. Every touchpoint needed to feel high-end from the physical architecture and lighting to the presentations, artworks and delivery of the dinner and reception.

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And it also had to communicate the values of the brand exquisitely through materials, tone of voice and the way that we planned to orientate our visitors and move them from one zone and moment to the next.

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Being able to advocate for both the brand and the user was key to winning and delivering the work.