Aqualand's Game-Changing Aura by Aqualand reinvents property marketing

26/04/2023 | Australian Property Markets

As North Sydney’s skyline continues to evolve with the construction of the $1 billion mixed-use AURA by Aqualand tower passing halfway point, the project’s marketing campaign has earned Aqualand a nomination as a finalist in the AREA Award’s prestigious ‘Game Changer of the Year’ category.

The nomination is largely due to Aqualand’s progressive, customer-focused approach to its display suite, which provides prospective buyers with an information-rich overview of North Sydney’s public domain strategy, future amenities, transport, and growth areas, via technology not previously seen in Australia.

In addition to this innovative approach, the campaign has seen solid sales enquiries since its launch in December 2021, helped in part by the evocative computer-generated images (CGI’s) and animation produced by leading architectural visualisation company Binyan Studios.

These striking CGI’s and animations take centre stage in AURA’s display showroom, which features a newly installed interactive digital masterplan of the new North Sydney, created in partnership with proptech company DisplaySweet.

The display showroom revolutionises the property marketing customer journey and challenges traditional sales methods, Aqualand’s Head of Sales and Marketing, Alex Adams, said.

“A big feature of the display showroom is the interactive digital masterplan, which highlights projects outlined in the North Sydney Strategy and is not only a visually impressive tool; it also demonstrates our commitment to providing our clients with a wealth of information and context about the area they are investing in,” Alex said.

“This allows them to make informed decisions and visualise the long-term value of their investment.”

Aqualand’s Group Managing Director, Jin Lin, credits his team’s dedication and approach to collaborative partnerships with industry leaders including Binyan Studios, DisplaySweet and The Property Agency, for the award nomination.

“Part of the reason AURA has been so successful since its launch is also due to the visually breathtaking creative used across its marketing campaign, including advertising, brochures and website all designed by specialist agency The Property Agency, who’ve branded developments across Australia for over 35 years,” Jin said.

“We’re proud to be recognised for our efforts to reshape the industry and create unparalleled experiences for our customers.

“Being named a ‘Game Changer of the Year’ finalist is a testament to the hard work and dedication of our team and our partners,” he added.

According to DisplaySweet ANZ Account Director, Marcus Skeggs, the display showroom is “easily the most innovative in the country.”

“AURA’s interactive display showroom transforms the customer journey, allowing buyers to visualise their future homes through cutting-edge technology, including the DS-Immersion Wall, DS-Immersion Room, and interactive digital masterplan of North Sydney, Sydney’s CBD and Sydney Harbour.”

“Aqualand continues to set new standards and drive positive change, cementing its reputation as a true game changer,” Marcus said.

With the recent introduction of the interactive digital masterplan in the AURA showroom, Aqualand has demonstrated its vision for the future of luxury property marketing and customer engagement.

“Aqualand’s in-house delivery and state-of-the-art approach to the display showroom exemplifies the kind of innovation and commitment to excellence that we need in the property development sector,” Jin added.

“By incorporating technology and working with the best in the industry, we’re transforming the way people experience luxury property marketing.”

Construction on the landmark mixed-use development at 168 Walker Street has reached midway point and is slated for completion in mid-2024. The project is being delivered by Aqualand’s internal construction arm, which the developer launched to safeguard the integrity, efficiency and safety of its projects.

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