[MEL24]

Key Dates

30 Nov 2023 -Launch Deadline
14 Mar 2024 -Standard
13 Jun 2024 -Extended Deadline
21 Jun 2024 -Judging
10 Jul 2024 -Winners Announced
Sunday, 14 December 2025 16:43 local time

Palm

Sammut Group / Earl.St | Film or Video


 
Image Credit :



Project Commissioner

Sammut Group

Project Creator

Earl.St

Project Overview

Unveiling soon in the heart of Cronulla, Palm by Sammut Group presents an exclusive collection of beachfront residences. Expertly crafted by PBD Architects and Mim Design, these sophisticated homes combine large floor-plans and generous outdoor spaces with panoramic ocean and park views. An expression of sculptural elegance, Palm’s architecture is characterised by undulating contours and rounded edges. This sense of fluidity is complemented by a refined palette of materials, which embraces traditional coastal contemporary detailing while ensuring the building will age gracefully over time. Across the facade, bronze battens imbue rhythm and depth while affording added privacy to the residences. The residences at the front of the building afford panoramic views of Cronulla Park and the Pacific Ocean. Here, admire some of the best sunrises in all of Australia or watch as the surfers navigate their way through the swell. Complete with soaring windows and generous indoor-outdoor living, Palm is thoughtfully designed to take full advantage of this unparalleled coastal position.

Team

Architecture: PBD Architects Interiors: Mim Design Renders: Stab Hoarding: Outcry Media Video: The Sensory Earl.St Designer: Amelia Anderson

Project Brief

We were tasked with highlighting the highly coveted location in Cronulla, Sydney, and capturing the area's uniqueness while positioning the architectural design as a response to place.

Project Innovation/Need

Sophisticated and design-focused, the concept for Palm referenced the project's iconic Sydney location and high-end design. Focusing on the interplay between inside and out, this direction presented a series of dynamic render moments while allowing a captivating film of the project's close proximity to the beach to take centre stage. An animated moment on the website features an enticing shadow play of palm leaves found in Cronulla and the natural stone used in the project. An elegant logo was created, featuring the suburb and street name as part of the lockup to highlight the desirable location of the project.

Design Challenge

In a landscape where larger-scale projects boasted considerably larger budgets, we faced the challenge of maximising our resources. Despite this, we leveraged our esteemed team comprising some of the nation's foremost architects, designers, and property experts. Timing was paramount; we needed to make our mark amidst the flurry of competing campaigns. Our strategy involved a concise teaser EDM, strategic online listings, captivating film content and an engaging animated website, all aimed at securing registrations and standing out in the market.

Effectiveness

Our strategy employed for the Palm, notably featuring a record-breaking penthouse, showcases innovation and precision with our marketing campaign. The prominence of the penthouses serves as a critical focal point, enticing potential buyers with luxury and exclusivity. By leveraging the high-end nature of this project, we effectively captured attention and generated significant interest in the development as a whole. Our approach demonstrates an intuitive understanding of market dynamics and buyer preferences, resulting in heightened visibility and engagement. 


Film or Video

This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values.  Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
More Details