Area
Property
Breadth
Digital
Art Direction
Copywriting
Brutalist architecture meets five star lifestyle
Centre Point is an exclusive residential development in London. The brief was to re-design the website to create something that felt more akin to a luxury hotel rather than a conventional ‘property’ site. We injected life and energy through both the design and art direction of new photography and ambient video. The website is a celebration of the contrasts that Centre Point offers: juxtaposing the brutalist architecture with warm, tactile interiors; the bustle of Soho and the tranquility of the wellness spaces and the building’s history with modern day living.
The ‘availability’ section was paramount in terms of its functionality, it needed to be simple to navigate. The floorplans, spec and image galleries are all incorporated into the table allowing you to see all the information you need in one place.
To emphasise the unique location, the area was brought to life through a typographic map showcasing the iconic streets and neighbourhoods surrounding Centre Point.
Recommendations from residents add a personal touch, linking to google maps to show your walking route from Centre Point.
To complement existing architectural imagery we art directed a suite of new photography and moving image to emphasise Centre Point’s new chapter as a home. The style is graphic in quality reflecting the interior design, injecting warmth, colour and texture as well as a level of aspiration to the overall narrative. The natural light that floods both the apartments and amenity spaces was a strong feature throughout.
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