Harry Seidler's Grosvenor Place gets art inspired campaign
Lease marketing for the Harry Seidler-designed Grosvenor Place is well underway, coinciding with its $10 million refurbishment.
Colliers International is marketing the landmark tower complex to commercial tenants using a series of eye-catching advertisements, such as the one pictured below which featured in the Australian Financial Review.
Source: Australian Financial Review.
The logo is derived from the tower's shape as it appears from a bird's eye view, illustrated here in the late Seidler's original outlook sketch.
Image courtesy of Harry Seidler and Associates.
The design has been given a colourful twist, reminiscent of the palette of New York artist Frank Stella, whose work is exhibited in the building. The advertising campaign is by Sydney-based Frost*collective.
Much of Grosvenor Place's floorspace is uninterrupted by internal columns to provide flexible arrangements for tenants. There are 85,515 square metres of office space in Grosvenor Place, with 1,611 square metres of retail space.
The marketing for the building, which can be seen at work-culture.com.au, draws heavily on its heritage, referencing Seidler's design principles ("Planning for flexibility provides lasting value": Design Principle No. 4; "Architectural design must avoid fads": Principle No.9) and using Seidler's signature.
Seidler is widely regarded as one of Australia's modernist masters and most famous architects. He designed Grosvenor Place in 1982 and opened in 1987. In 1989, it received the RAIA Lustig & Moar National Prize.
Late last year, it was announced that a $10 million refurbishment of the complex's restaurant and cafe precinct would involve an "art-scape".
The site includes the low-set Royal Naval House, Johnson's Building and the 44 level Tower.
In 2009, the building underwent a $28 million refurbishment of its lower floors. In 2013, DEXUS Property Group acquired a 25% interest in Grosvenor Place for $271.25 million.
Colliers agent Aaron Weir is marketing commercial tenancies, while Pamela Medich of Dexus is handling retail leasing.
Feature picture: Eric Sierins Source: Harry Seidler and Associates.