191 Port Melbourne

Having partnered successfully on earlier office leasing projects, Altis approached us to help re-position their multi-million-dollar upgrade to 191 Port Melbourne. The sweeping 21,000sqm commercial site is located at Fisherman’s Bend, a former industrial zone earmarked by the Victorian Government to become a major new Innovation and Education corridor, just 4km from the Melbourne CBD.

Project Details

CLIENT

Altis Property Partners

PROJECT PARTNERS

CBRE

LemonBaxter

LOCATION

Port Melbourne

DELIVERABLES

Lead Video

Website

The brief

The refurbishment of 191 Port Melbourne represented a significant investment, and opportunity, for Altis and its stakeholders. To ensure its long-term success, we were engaged to provide both strategic and creative direction for the leasing campaign that ran in parallel with construction. The key objective was to build an aspirational brand story that would showcase the potential of the updated property and gain pre-commitment from future tenants.

The solution

191 Port Melbourne represented a ‘workplace of the future’ located within one of Australia’s most significant new innovation and education precincts. This directly influenced our decision-making on everything from the design style and language used, to the targeting of potential tenants and communication channels. Executionally, the first step was to craft a brand story framework for 191 Port Melbourne. We then executed its delivery via a dedicated website and project video that formed the basis of the leasing campaign led by CBRE and LemonBaxter.

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