Developers HR Group approached One to One Hundred to develop a luxury brand for a boutique residential development in the historic, character suburb of Parnell, Auckland. Aimed at a mature and affluent customer demographic, the developers challenged us to create a brand that directly appeals to this highly discerning audience in a unique and sophisticated way.

Our strategy for Elysian was focused on the concept of ‘rewarded living’ - the desire of attaining a well-earned lifestyle culminated from a life of hard-won successes. The characteristics of the brand were elegant and understated with a focus on using high-quality, tactile materials to convey the premium nature of the development. The architectural design by Crosson Architects and interior design by Sarah Foote placed emphasis on materiality and fine, crafted details, which was also an underlying theme expressed across the brands’ multiple touchpoints.