Sales showroom for the luxury property development

City Centre is a development of luxury apartments in Steyn City, an international award-winning residential estate in Johannesburg, South Africa. To give these high-end apartments the launch they deserved, Amorphous designed a show room that was as glamorous as the homes.

The product launch challenge

Steyn City is a 2,000 acre parkland estate, and City Centre only had 200 out of 700 apartments completed at the time of launch. So how could property sales agents show the full experience of living at City Centre alongside the magnificent lifestyle features Steyn City offers all residents?

This is where Amorphous sharpened their pencils and conceptualised and designed a brand experience centre to educate and impress potential high-end property buyers.

The design solution

The first step was to decide what should be included in the experience centre and how to immerse a visitor into the lifestyle of City Centre. We “paginated” the room to guide people from an overview of Steyn City, through the lifestyle of living at City Centre and then into the details of the apartments themselves.

Once the structure was set, we got to designing. Large posters with captivating photography and styled text treatments to evoke the luxury lifestyle facilities. A City Centre site plan, detailed floor plans of each apartment block, and layouts of individual unit types were drawn so that buyers get a macro to micro view of the development.

Curated gallery-style walls were designed to showcase the two penthouses and six apartments that were styled by leading South African interior designers.

The sales support collateral included a take-home brochure, as well as a detailed sales book with over 300 pages of architectural detail, including floor plans and unit details of all available apartments, as well as parking maps. All of the information was indexed so that if a prospective purchaser wanted to see a two-storey apartment with three-bedrooms, the sales agent could find the available options immediately.

The crowning jewel was a map of the entire Steyn City parkland estate in a wall-mounted lightbox that gave an overview of all the facilities, features and landmarks in the 2,000 acre property. The background for the map was a cross section of the mineral-rich bedrock on which the estate is built.

The experience centre is in the heart of the retail piazza, where the majority of the stores had not yet opened. Our solution was to create elegant hoarding that showed the future of the piazza: a vibrant space where elegant people gather to shop, eat and relax.

The customer experience results

High-end property is usually a hard sell, but the first phase apartments were snapped up, including the most luxurious of them all: a ZAR35 million penthouse with views of the lagoon and a private rooftop pool.