Shades of Grey suggestiveness in BPM's Shadow Play highrise marketing

Shades of Grey suggestiveness in BPM's Shadow Play highrise marketing
Shades of Grey suggestiveness in BPM's Shadow Play highrise marketing

Marketing of the $300 million Melbourne development, Shadow Play, a 46-level tower at 105 Clarendon Street, comes with no ordinary video.

It is a saucy film to help sell the 494 one, two, and three-bedroom apartments.

Perhaps 50 Shades of Grey inspired?

The vibrant developer, BPM recently announced a local lawyer buyer had purchased the 712 sq m penthouse. 

A sculptured exterior is designed to create movement with reflected light.

The 45th floor was originally designed as five separate apartments, but will now be amalgamated to form one large apartment, as is often the case with other highrise.

Designed by Ellenberg Fraser, with interior finishes from designers Hecker Guthrie, the project is set for completion in 2018 at the corner of City Road and Clarendon Street, previously home to King Furniture.

The defining feature of the tower will be a sculptural exterior, creating undulations in the building’s facade to create movement with reflected light. 

Apartments will range from 45.2sq m to 101sq m.

Apartments will range from 45 sq m to 101 sq m with prices starting at $371,000.

The developer had previously focused on medium density residential project in Melbourne’s bayside suburbs with BPM founder Jonathan Hallinan telling the mid-week Sydney launch the high-rise development marked a new direction for the company.

“The launch of Shadow Play represents a new era for BPM and is the realisation of my long term vision to contribute to the architectural impact on Melbourne’s skyline,” Jonathan Hallinan said.

The residential apartment tower, set near Crown Entertainment Complex, is on display this weekend at the Park Hyatt, Sydney through Colliers International.

Ashley Bramich, the sales and marketing director for developer BPM, recently noted that while some Melburnians were still yet accepting of the concept of innercity apartment living, the uber-wealthy were embracing it as a prestige living option, as it is considered in many European and American cities. 


Jonathan Chancellor

Jonathan Chancellor

Jonathan Chancellor is one of our authors. Jonathan has been writing about property since the early 1980s and is editor-at-large of Property Observer.

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