"A place of outspoken beauty"
LAPropertyCo is a development & property group known for their innovative designs that deliver excellence and cultivate maximum return. As a company, they have a history of development and investment in established markets, with their success underpinned by their ability to identify emerging trends and opportunities, particularly within Sydney. The group’s core strategy is to acquire and develop high-quality residential and mixed-use buildings that deliver maximum value, both for the company and to the surrounding community.
The high achieving property group acquired a site in the Northern Sydney suburb of Northbridge; a gateway project to feature 19 oversized luxury apartments offering expansive Sydney CBD views and an unrivalled lifestyle in one of the Lower North’s most historic suburbs.
For their new site acquisition and property vision, TOAST was engaged to create the brand footprint and place narrative.
This residential site was envisioned as a place appealing to the essence of sophisticated Lower North Shore living, embracing the surrounding delights of its stunning Northbridge setting and boasting uninterrupted views of Sydney’s vibrant city skyline and picturesque surrounds. Through our strategic design, we needed to ensure that we not only did justice to the calibre of this project, but also raise the standards and go well beyond the client’s expectations. To achieve these outcomes, the brand needed a strong feel of exclusivity and a very aspirational proposition to engage and elicit interest of to-be residents. It needed to be recognised as the next highlight of the Lower North Shore.
To accurately reflect LAPropertyCo.’s visions, TOAST delved into the history of the suburb, the surroundings, the intention for the project and the placemaking approach.
We drew key inspiration from the sophisticated and high-end lifestyle of Northbridge and its neighbouring suburbs. Further to this, front and centre of our ideation and design thinking processes were the end-consumers. Our team took the time to delve into their motivations, desires and ambitions, leading to an understanding that they are seeking understated luxury, comfort, ease and tranquility. Additionally, the site is cradled by precincts of style, sophistication and urban polish. Anticipating that residents will quickly become accustomed to the many local conveniences on offer led to the creation of ‘Escarp,’ a precinct of outspoken beauty presented as the ultimate address where all conveniences are at your command. Escarp is a place made for the indulgence of grand living, for residents to experience the art of exceptional living. To underpin these ideals, for the branding assets of Escarp we settled on a deep blue with copper highlights to build a sense of simple sophistication and high-quality elegance.