Re-defining luxury in an over crowded real estate market by catering to the lifestyle and cause-driven needs of UHNWI’s
When Blackstone wanted to redesign Singapore’s luxury residential development landscape, delivering revolutionary results that would evolve the market – we were on hand to create an encompassing brand that would transcend its counterparts. Through in depth analysis and insightful study, we began to carve out a place for Blackstone’s newest development.
Our research showed that UHNWI’s were jaded by the garish, in-your-face-luxury offered by the current market, instead, they prefer the quiet privacy of boutique living. They wanted intimate experiences influenced by real stories; cherished moments created by emotional attachment and belonging. Hence, we developed a positioning around ‘The Art of Understatement’ – crafting a brand that gave guests the finer things in life in a way that complimented rather than overwhelmed. Utilising the brand idea, we came up with a name and word mark that sounded strong and exclusive – Anderson House. The crest within the word mark represents the concept of belonging and exclusivity.
By giving Blackstone a credible, consistent brand expression and brand experience, our work directly informed architectural direction – continuing to showcase to the Singaporean luxury residential market that less could be more; that a powerful message does not have to be obnoxious and loud.