The Aristocrat

The Aristocrat of Rose Bay is a mixed-use development by luxury developer Luxcon. The boutique property is located in the southern precinct of Rose Bay just minutes away from Sydney’s famous Bondi beach, Rose Bay Marina and Westfield Bondi Junction.

The 28 apartment development, which includes a penthouse unit, is designed by Sydney practice, PBD Architects. These residences have been designed with the highest amenity complimented with pragmatic, efficient configurations.

The Aristocrat’s architectural design celebrates an emerging style that embraces opulence and fine detailing, a move away from the minimalist, medium density developments of the past. It intends to attract a high earning, style motivated market seeking a prestige, elite lifestyle in the heart of the Eastern Suburbs.

Luxcon approached Toast Creative to design the development’s brand, conceive the name, and produce the full suite of marketing collateral including marketing sales brochure, sales book (coffee table), eDM, DM, press advertising, banners, display suite and onsite signage.

Challenged by the longevity of an overheated residential market and an astute audience that knows its choices, Aristocrat’s marketing needed to deliver a rare confidence across all assets to position the development in line with its compelling promise.

The building’s prestigious address, and the property’s architectural and interior design reminiscent of the luxury apartments of Manhattan, served as inspiration for the name. The brand story of ‘The Art of Fine Living needed to be expressed with comparable grace. The Aristocrat was born.

Aristocrat’s modern interpretation of neo-classicism is a design that has become increasingly popular in the residential and hospitality sectors. Targeting an influential, mature and sophisticated buyer, it was key that the marketing collateral could embody the same level of luxury and finesse offered by the residential experience.

Initial VIP presales for Aristocrat have been overwhelming. 

The Aristocrat project was awarded with Gold at the 2018 Sydney Design Awards in the Advertising – Print category.