122 Roseneath St
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122 Roseneath Street won the 2016 Premier's Design Award for Innovation in Service Design.
122 Roseneath Street is a collaborative project between Wulff projects, Icon Developments and Assemble. Local Peoples was instrumental in all aspects of the community engagement, placemaking, brand and service experience design, having built the brand across each of these touchpoints from its founding in 2011 until 2018, with our founder Pino Demaio also being a co-founder of Assemble.
We used human-centred design to deliver a medium-density community via user-research, design presentations, feedback surveys, iteration and consultative design. As a result, we de-risked the sales process, which saw over 82% of the project selling out the first day it went on the market.
Designing with and for the community.
In 2012, Local Peoples and Assemble started Assemble Papers, a research-based publication exploring small footprint living across the world.
The goal of 122 Roseneath Street was to implement the way of life explored in Assemble Papers. We wanted to design with and for the community, so we frequently sought out community input and support for the development.
We ask and listen.
In partnership with Assemble, we developed and implemented a human-centred design process by conducting thorough research and engagement. We delivered a placemaking strategy, service design, marketing and sales strategy, and delivered ongoing feedback to architects. By engaging with potential buyers over an extended period of time, people felt heard and respected and we were able to feed their insights into the design.
Our Process
Thorough Research
As well as running Assemble Papers, we also devised a Small Footprint Living Survey to understand what makes great medium and high density apartment living. This attracted nationwide coverage and over 1600 submissions.Community Engagement
We designed a comprehensive engagement strategy including design presentations, surveys, and a series of events. These activities gathered community and potential buyer feedback to inform the building’s design. Our placemaking strategy allowed us to start building community at 122 Roseneath Street before it was constructed.A Unique Sales Strategy
We coordinated each element of the sales process with a focus on listening and responding to buyers. This included community engagement, onsite activations, brand identity & sales collateral, media, PR and a display suite.
For 122 Roseneath Street, the Brutalist Block Party created 15 opportunities for the public to engage with the site over the course of a single month.
It was attended by 2,315 people, with a total of over 3,900 visiting the site over a 6 month period leading to more than 800 registrations of interest during this period.
With regards to the sale process, in collaboration with Assemble, we handled all enquiries, design presentation and feedback and surveys through our customised digital platform, allowing a single point of contact for prospective purchasers throughout the sales process.
After connecting with the local community and like-minded individuals who shared our vision, we were able to clearly understand who our audience was and what was important to them.
We embarked on a unique sales strategy of market research, design presentations, feedback surveys, iteration and consultative designing.
Results
82%
apartments and townhouses sold in the first day of being on market$55M+
in gross revenue95%
sales to owner-occupiers
