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Marketing (Urban Development)  

Paragon of Pyrmont by Thirdi 

Paragon of Pyrmont is a timeless inner city development offering its residents the pinnacle of luxury living in the heart of one of the world’s most desirable cities. With only 31 homes on offer, Paragon melds sophisticated, meticulous design with state of the art appliances and home automation through collaboration with some of Australia’s leading brands and products. 
The marketing campaign kicked off in June 2017, an official launch was held at The Star in Pyrmont, with over 450 guests attending to see the unveiling of this unique development. As a prestige offering, one of the biggest challenges we have faced is being able to adequately present how beautiful this development will be on completion, as purchasers in this market often prefer to see something that is already completed before they commit to a multimillion dollar purchase. To demonstrate the rarity of this product in the current marketplace, a stunning display suite was built in Pyrmont on the development site. To showcase what the area has to offer we partnered with local restaurateur Made in Italy and built a functioning café to service the display suite, thereby bringing additional ambience to the display that is representative of the future lifestyle the residents will be able to enjoy. Some of the decadence on offer was not able to be built, instead we commissioned an animation from Binyan to showcase the ‘Maserati Man Cave’ demonstrating how the Maserati car lift can be built into the terraces should a purchaser want this. 
Feedback on the project has been wonderful, with 60% of the development already sold as construction commences.