Scharp - Creative Studio

Posted 25th August, 2015

Huge success in Melbourne’s premier Northern Suburb

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Nestled along one of Melbourne’s elite heritage boulevards in Essendon, the awe-inspiring modern architectural design of the Alexa Residences is set against a backdrop of wide-open and abundant parkland, and provides for a natural and vibrant lifestyle.

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In collaboration with a strong team of Accord Property Group, CHC Architects and Buildcorp Commercial driving the development, Scharp is proud to have delivered a hugely successful campaign, with over 60% of residences sold in its first month!

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“Alexa is all about Melbourne”. This was the key phrase for the campaign, ensuring that investors knew they were buying into the premier Northern suburb and with access to all the best of Melbourne. Alexa became more than a building – it was selling the lifestyle of the world’s most liveable city.

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Surrounded by parklands and with selected garden terraces, it was important to focus on the sense of open space and natural living. This was a consideration when creating the tagline “Garden Residences”, and the Alexa pattern was a feature of the marketing collateral as well as a highlight of the architecture of the building itself.