WHERE APARTMENT LIVING MEETS COUTURE LIFESTYLE

Life Couture is a canvas where Perry liberates his genius for fashion design and his international sensibility onto the residential stage. The first Alex Perry residence will take shape on Brisbane’s illustrious Ann Street, Fortitude Valley.

ALEX PERRY RESIDENTIAL
WHERE APARTMENT LIVING MEETS COUTURE LIFESTYLE

Developers Coldwell Banker engaged Andreas Zehntner, a long time collaborator of Alex Perry, to strategise and deliver a residential apartment brand proposition based on Alex Perry’s design sensibilities.

“Life Couture” was born!

Over an 8 month period, AZ directed a global team of multi-discipline designers to deliver an all-encompassing brand proposition. Services included: brand story; brand identity; a toolbox of sales and advertising collateral; website and associated online campaigns and concepts on how the brand DNA could be integrated into the built form.

COLLABORATING WITH COTTEE PARKER
DEFINING THE ALEX PERRY AESTHETIC FOR THE BUILT FORM

Establishing a clear set of tools that articulated Alex Perry’s design intent when briefing the team of architects, developers and sales people was crucial. AZ and his team established two design notions. “Destination Living” and “The Village Culture.”

The brand team were also responsible for providing guidelines on how the brand mark, identity and brand DNA could be integrated into the built form.

BRAND LANGUAGE
FASHIONING A NEW LIFESTYLE VERNACULAR

The Alex Perry Residential brand was designed to connect with the Metro Set – a property buyer whom wanted a home that was designed to their lifestyle desires. The brand language needed to be dynamic, forward, flirtatious and sharp. The brand was crafted to have an international feel as it was targeting both an Australian and overseas clientele.

ONLINE DESTINATION
A STYLISH USER EXPERIENCE

The Alex Perry Residential web destination was designed and built around a modern and functional interface. It is the central hub of the brand where interested potential buyers can explore and discover all there is to know about the world of Alex Perry Residential. And actual buyers can reserve an apartment and request a couture-style finishing and detailing package by Alex Perry himself.

FORTITUDE VALLEY IMAGERY
LOVING WHERE YOU LIVE

AZ collaborated with award-winning Australian photographer Daniel Shipp to capture the “sense of place” of Fortitude Valley Brisbane. The catalogue of photographic images were used to populate all of the brand touch-points throughout the Alex Perry Residential sales journey.

LIFESTYLE IMAGERY
A FASHION ATTITUDE

Andreas Zehntner engaged international fashion photographer Jez Smith to collaborate on the creation of a photo library of aspirational lifestyle images capturing the ‘attitude’ of the Alex Perry Residential brand. The images were to be used to populate all the brand touch-points throughout the Alex Perry Residential sales journey.

CLIENT
Alex Perry and Chrome Property Group Australia

AGENCY
Andreas Zehntner Brand & Creative Consultancy

ANDREAS ZEHNTNER
Brand Director & Creative Director

BRAND TEAM
Design Director: Troy Dagan
Brand Strategist: Lisa George
Brand Designers: Matt Coyston
Client & Brand Relationship Manager: Simon Joseph

BOUTIQUE SPECIALIST AGENCIES
Architects & interior design: Cottee Parker – Australia
New media design: Picturedrift – Australia
Public relations: Baker PR – Australia