GCP Hospitality acquired a cluster of two hospitality buildings in Melbourne and to avoid business cannibalization between the two properties, we were tasked with developing a tailor-made Co-Living concept and brand that could be scaled to 450 keys, and reimagining a space program to activate over 3,000 sqm of public areas.
Introduced Melbourne to a new standard of community living with the launch of Together Co-Living. Provide an all-in-one living solution specially designed for modern lifestyles, focused on community and interactivity with the perks of communal space and privacy. The design-driven site offers 455 spacious rooms of varying sizes for international students, travellers, workers, and young professionals.
The existing building was reimagined as a space for nurturing a community, introducing a large co-working area equipped with meeting rooms, along with multiple indoor and outdoor spaces spanning across 3,300 square meters, ideal for dining, playing and socialising. Residents also have access to a restaurant and bar, a fully equipped 230 m2 gym, an outdoor heated pool, sports courts, and other facilities such as communal kitchens – as well as a series of over 25 planned monthly events.
To support this trendsetting concept and enable the property to have instant recognition, a strong Branding, Visual Identity, and launching strategy were created. The brand relies on the colors of the space: clean and sharp with a touch of spontaneity with a terrazzo pattern. The entire design is liquid and easily adapted to the in-house app, and the digital or print campaigns, hinting to the flexibility offered by the co-living. The Brand ties its community together through a young look and a smart voice consistently used all throughout.
Finalist of the Coliving Awards 2021 in the Best Initiative Fostering Coliving
Art Direction Strategy
Media Relations & Investors Relations
Content & Storytelling
Way-Finding And Signage
Restaurant Concepts & Branding