Today’s perceptions of Potts Point had been shaped by a history of characterful individuals – from witches and drag queens to Bohemian artists and convicts turned captains of industry. This colourful collection of individuals mirrors the form of the building – five unique façades that form the development.

This idea of creating a stage for individuality dovetailed with our social, stylish audiences of cultural patrons and was the antithesis of the identical, cookie cutter luxury approaches that were being seen elsewhere.

The imagery brings this aspect of the brand to life, marrying haute couture aesthetics with a sense of individuality to appeal directly to the target audience. Our brand pays homage to their rich and vibrant past while celebrating their elegant and sophisticated present.