The highly prestigious 140 Rue de Grenelle is a luxury development of 17 residences aimed at niche buyers – an historic and gracefully restored 18th and 19th century palace set amongst exquisite formal gardens and located in the heart of Paris’ 7th arrondissement.
Our objective was to elicit desire for such an exclusive property and location amongst discreet high net worth buyers. The positioning and branding needed to capture the prestige, provenance and heritage, combined with a modern twist to embody the site’s refurbishment into contemporary and fully serviced elite residences. It needed to exude elegance, style and longevity, sitting comfortably alongside other heritage brands such as Breguet, Goyard, Bentley and Cartier.
The result is all about ‘Exclusive Heritage’ – it conveys the idea of belonging to a private club and is inspired by the property’s history as well as its recognisable architectural features. We also planned integrated communications including exquisitely designed brochures and signage to print ads and marketing website.
It’s been a huge success, with 90% of residences sold off plan.