Communicating clearly about a complex project in the heart of Antwerp

#identity #print #web #offices #retail

Project communication

Bond of trust

hooox has enjoyed a long-standing relationship of trust with the investment firm Baltisse, which manages the assets of entrepreneur Filip Balcaen. This means we can act swiftly when necessary, as was the case with Royal Park, an exclusive office development in Luxembourg that needed to be launched before the start of the MIPIM trade fair

A single communication strategy for a 40,000 m² mixed-use development

We then launched Royal Park following a real race against the clock, with a strategically designed project website, a bespoke corporate identity and a 3D film. This sustainable renovation project, which holds a BREEAM ‘Excellent’ certificate and is an architectural gem in the beating heart of Luxembourg on the renowned Boulevard Royal, quickly captured the market.

But where possible, we prefer to take our time. This is certainly the case with highly complex projects such as the ambitious 40,000 m² development on De Keyserlei, next to Antwerp Central Station, which Baltisse launched in partnership with property fund QRF City Retail, comprising no fewer than three distinct office projects, a retail component and other facilities.

A single communication strategy for a 40,000 m² mixed-use development

Multi-dimensional brand strategy

The project is a combination of new-build, major renovation works and the enhancement of existing historic heritage; it spans no fewer than four different buildings and also includes underground car parks; and to complicate matters further, the new complex is owned by two new companies.

This large-scale development in Antwerp called for a multidimensional marketing strategy that would enable communication about the various projects – both individually and collectively – to be conveyed to all stakeholders via every possible relevant channel. After all, complex projects demand a very well-thought-out communication approach.

hooox created four distinct brands: the new high-end office development near the station was given the brand name Pelican, whilst the three Art Deco-style buildings that together form a single complex inspired us to name them Arto, Novo and Deco. Each has its own identity and its own specific target audience.

A name is just the beginning

A clever, catchy name is the starting point. This is followed by branding, storytelling, 3D visualisations and the full roll-out of all relevant digital and traditional communication tools to support the estate agents in their pitches. In this Antwerp-based project, these are already being finalised in record time. In short, a successful challenge – just the sort we love here at hooox!

Would you like to turn your equally complex project into a resounding success too?

We’re happy to help!

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