122 Roseneath St.
- Local Peoples
- Assemble Papers
By adapting the principles of human centred design, Local Peoples and Assemble created a framework for marketing off-the-plan apartments that resulted in 80% of contracts (or $42 million in sales) signed on the first day of launch within 12 hours. We succeeded in changing the way people think about small footprint living through a sales experience in which the prospective purchasers were involved in two-way dialogue with the architects and designers. The strategy aimed to build trust through consultation, collaboration and curated events.
A Unique business model: Assemble’s development model is unique in bringing together a multidisciplinary team of architects (from sister company Fieldwork), communications, brand strategists and service designers (from Local Peoples), and development managers (Assemble, Icon Co and Wulff Projects) to approach development projects holistically.
Building a community through Assemble Papers: we built a like-minded audience who value design, community and small footprint living. Over the past 5 years we have built an online community of over 40,000 across our digital channels and celebrate in print with a circulation to 30,000 each year. This meant that when we advertised the project we had a very strong response from people who were already aligned with our brand purpose and values.
A process of stakeholder engagement: we facilitated a process of engagement with the local community, council, prospective purchasers and ultimately new home owners to ensure each stakeholder had a voice in the design and that it will nurture a new community of like-minded people in a way which is sensitive to its context. The suburb in which the majority of our buyers currently reside is Clifton Hill, proving that we effectively won over the neighbourhood – a rarity in development in an area with such a dense and low-rise residential grain.
User-centred architecture: we took what is becoming more common in digital product development and introduced a user-centred service design approach. Our architectural design was informed and updated to take into consideration 9 rounds of potential purchaser opportunities to have input into the design through face-to-face feedback or online surveys.
Financial benefits to the project:
Decreased risk for developers – through our like-minded Assemble Papers audience our data and insights gave the development team comfort in the initial sketch design for feasibility.
Lower costs to market – the process of engagement and an existing audience lead to an approximate 50% saving ($900k) in marketing and sales, helping to boost equity returns significantly.
Faster sales – 53 ($42 million) sales within 12 hours of being on-market, ensured financial close to lock in construction funding. In a softening market this is an unheard of result for a project sold to local owner occupiers.