THE BENSON TOORAK
Client St. Peters Parish
Project Type Independent living apartments
Services Advisory, product development, marketing, creative and sales
Location Toorak, Victoria
Integrating our full-service suite to deliver exceptional returns
With apartments ranging from $1 million to $6 million, The Benson was priced at levels not seen in the Victorian retirement living sector — up to $17,000 per square metre. Yet this 34-unit apartment development intentionally has only modest community facilities.
Informing the product design, our research determined that the highly discerning audience didn’t want to be restricted to the facilities available in the development for leisure and entertainment activities.
The target market for The Benson was wealthy seniors, fiercely proud of their heritage and current Stonington address. The brand campaign we created embraces these qualities through visuals of Toorak’s high-end shops, restaurants and confident language — with sophisticated illustrations of Grecian art peppered across the campaign.
Over 80% were sold 6 months out from completion.