Danks Street Waterloo is one of the most dramatically evolving urban neighbourhoods in Sydney – a new home to galleries and artisans. Nonetheless, the suburb still suffers a reputation for being dangerous and industrial. We were briefed to create a launch campaign that would cut through negative connotations and showcase the ‘new’ Waterloo.
These SJB-designed apartments, awash with highly crafted design features such as French doors and herringbone parquetry, got the Hoyne team thinking about Paris’ 17th arrondissement – another traditional home of artists, also undergoing its own beautiful gentrification process. Embracing the idea of ‘urban renaissance’, language and imagery alike continually links old world craftsmanship and panache with Waterloo’s fashionable, vibrant future.
In the first hours of the campaign’s public launch, 600 registrations of interest were lodged and 50% of sales were made in the first weekend.