Stills’ sets Hayes Apartments apart
By admin
An innovative marketing campaign by design agency Stills for the Hayes Apartments in Cardiff city centre has been listed for a leading award.
The integrated campaign incorporates a range of different communication and client interface including marketing brochures and literature, print advertising and wrapped Cardiff taxis, along with the remarkable Sales and Marketing Suite at 54 St Mary Street which gives potential buyers a sneak preview of the unique residential development. Each element of the campaign was carefully crafted by Stills to create an impactful and consistent impression of the unique characteristics of the new city centre apartments.
Stills’ holistic campaign has been shortlisted for a Cardiff Design Festival Award and has already been selected to feature in the festival’s travelling exhibition which will start in the Welsh capital before being taken across Europe.
The 304 homes in the landmark Hayes Apartments include studios, one and two-bedroomed flats and luxury duplexes and are part of the £675 million St David’s 2 development.
They are designed to the highest specifications to provide an unparalleled standard of urban living, including private rooftop gardens, all in the vibrant heart of Wales’ capital city.
Stills wanted the marketing suite to reflect the sophisticated lifestyle and quality of the development so they chose an elegant and rich feel but using soft natural colours and finishes to provide a contemporary twist.
Stills’ managing director Chris Carpenter said: “It was important that we not only designed a space that functioned as a marketing suite but also had the wow-factor to draw people in and excite them about the lifestyle associated with Hayes Apartments.
“To reach that goal, it needed to be different from everything else around and that’s exactly what we’ve achieved.”
Stills commissioned a local craftsman, Newport-based joiner Neil Duggan, to make the furniture they’d designed to provide a key focal point for the suite.
In addition, award-winning photographer Kiran Ridley, with design and art direction from Stills, produced startling images that captured the essence of the chic lifestyle that will be one of the main attractions at Hayes Apartments. The images were blown up and turned into wallpaper for three of the main walls in the marketing suite and were used in marketing material to provide a consistent thread throughout the marketing activity.
The suite, at 54 St Mary Street (on the corner of Wyndham Arcade), is open from 10am to 6pm Monday, Tuesday, Wednesday, Friday and Saturday, 11am to 7pm on Thursdays and 10am to 5pm on Sundays.
Tags: brand communication, campaign, Cardiff, Cardiff Design Festival award, design, Hayes Apartments, marketing suite, Stills
