After having worked with the Marketing Head at Runwal, for The Reserve, we were once again called by them at Aurum Ventures to showcase our capabilities in creating a Coffee Table Book for their Flagship project at Worli called Aurum Arts. With a location so premium, & a product so spacious targeted to the who’s who of the upper echelon we embarked on this journey of creating a one its kind coffee table book for Aurum Arts. the client once again called upon YOUNG to brand their new project at Worli, a sweet spot located near prime Worli . YOUNG’s brief included creating a whole new concept for this project & also aligning the Corporate Brand into this CTB. The location & the product planning was around global living experiences with local flavour.
After understanding the target audience, we found out that most of the potential buyers for this project would be from South Mumbai or anyone who aspires to live in South Mumbai. They would be well heel, well-travelled & have seen the world & experienced the best of living experiences in order to offer an innovative way of living, we introduced a Spanish theme for the product design. Along with Architect Sanjay Varma, the product was designed with several art elements and features which also included entrance lobby, lounge area and Apartments. Right from the name “Aurum Arts”, all branding and communication material was inspired by the Art. The product was planned to meet various budgets and the communication motivated audiences and encouraged them to invest in this Project.
This is how we positioned it:
The Art route
Life is the largest canvas. Aurum Arts makes that canvas richer, fuller, more colourful, and more satisfying. And the canvas of life becomes art. At Aurum, Residents encounter the art of life in a variety of ways:
– The lobby and lower levels are brought to life by exquisite works of art.
– The magnificent entrance with the Porte Cochere and grand lobby provide an experience of eclectic taste as soon as you step in.
– The apartments which are bare shells can be designed by residents themselves, akin to creating on a blank canvas.
– The breathtaking views from the Terrace – from sea to racecourse are a window to nature’s very own works of art.
Aurum Arts – Art of Liiving
Positioning, conceiving & planning, copy, design & innovations such as effective use of gold foiling, Canvas paper, Separators & the CTB Strategy.
BROCHURE
Print Ads, OOH, digital & social media adaptations & Videos, Brochure, Opportunity document. Microsite.
