As the property market heats up, it’s all about finding the right address. What’s in a name? A huge amount, according to the development industry.
SOURCE | news.com.au | Susan Wellings
The right name can position an apartment building as prestigious or budget-priced, can set the aspirational tone and make it unforgettable – for all the right reasons. The wrong one can start everyone on the back foot.
“Fourteen years ago, a developer would just look up at the street and take the name from there,” says Peter Howie, director of specialist property branding and marketing agency Rare. “Then after the building was finished, the name would vanish.
“But now it’s seen as a key component in the marketing campaign, a creative platform from which sales can be leveraged, and to create a differential from competitors’ product.”
As the number of apartment buildings have increased, their names have often become wilder and wackier, says leading property PR consultant Barry Hyland, who’s been involved in suggesting names for residential developments for the past two decades.
“For a while, marketers opted for prosaic names, such as Base, Grid, Tin Shed, Zone and Zinc,” he says. “But when imaginations are allowed to run wild we end up with such mangled monikers as C, Advanx, E-Pad, Modus, Glo, CeVu, Q1, Edo, Aero, W5, Kay-Ye-My and Wondakiah.”
Much more pronounceable – and aspirational – is the name of a new 63-apartment, eight-storey building in St Leonards, opening for registrations from this weekend: Embassy.
“Our marketing people suggested the name as it’s an exclusive kind of building, with high security, and is typically in one of the best parts of town,” says Rob Turchini of developer Loftex, also responsible for Sugarmill in Camperdown, The Factory in Leichhardt [which is managed by Conti Property Group] and Madison at Waterloo.”
“The name has connotations of prestige and exclusivity and being well located.”
Designed by award-winning architectural firm nettletontribe, and for sale through CBRE’s Ben Stewart, Embassy will be set on a tree-lined street close to the St Leonards train station and the Crows Nest dining precinct, with spectacular views.
Another new development, in Rosebery, takes its moniker from the former use of its site. “It’s called The Loom because they used to make materials there,” says Tony Obeid, of developer BuildUp Development. “We’ll keep the old loom on display at the entry…”
The Loom will have 65 apartments over seven levels, designed by Candalepas Associates, set within mature trees and lawns.
Agent Knight Frank is already making good use of the name. “Rosebery brings together the various threads of a city lifestyle with the community charm of suburban living,” says joint managing director Craig Moore. “By becoming a local, you’ll also become part of this growing tapestry …”
A more intriguing name is that of a freshly completed, four- to five-level, 29-apartment boutique building 300 metres from the Bondi beachfront: Iluka. Architecturally designed by MHN Design Union, it’s a sleek building with sliding glass doors opening to outside spaces.
“We spent a lot of time trying to get exactly the right name for it, and Iluka is an Aboriginal word that means ‘by the sea’,” says Seema Parulekar of developer Amcrest.
Salute to bravery leaves buyers with crimson pride
The name of a 14-hectare new development of 345 houses at Lindfield has turned out to have a special meaning for a couple who’ve just bought a plot there to build their own home.
They fell in love with Crimson Hill, adjoining the Ku-ring-gai Chase National Park, before they even knew why it was called that.
“We loved the geography, the waterways and the parks, and we couldn’t believe we could live so close to a national park but still be near the city,” says Rod Jacka, general manager of an electrical company, who’s moved to Sydney from Melbourne with his lawyer wife, Elizabeth, and their dachshund, Chester. “But then we did some research and discovered the land there was named after the colour on the Victoria Cross Medal.
“My father was a career soldier, and the first winner of the Victoria Cross in World War I was called Albert Jacka – although he’s no relation. But it was a connection that made us even more comfortable.”