Sirius by JDH Capital in collaboration with Hoyne

The original architectural design of Sirius by Tao Gofers has stirred the emotions of Sydney since its inception in the late 1970s. It is undeniable that Sirius is Sydney’s most recognisable Brutalist buildings, and this significance was not lost on the team responsible for its transformation into Sydney’s most luxurious harbourside residences.

Led by developers JDH Capital and designed by BVN Architecture with communal interior spaces by Kelly Hoppen Interiors, the vision for the reimagined Sirius building was to ‘retain, restore and reimagine’. This approach focused on considered responses and restorations to its original concrete forms while enhancing the site’s relationship with the community through positive public realm improvements.

The 76 1, 2, 3 and 4-bedroom residences each feature a private balcony or terrace with pool. Exclusive living and entertaining spaces frame spectacular views of the Sydney Harbour, Sydney Opera House, or the Sydney Harbour Bridge.

JDH Capital, in collaboration with Hoyne, developed a brand platform with a narrative of ‘Boldness Reborn’ — a confident and pragmatic brand identity that unabashedly celebrates the beauty and sophistication found in brutal forms and functional expression.

An initial awareness campaign generated a sense of exclusivity with teaser communications that positioned Sirius as a limited opportunity and generated 3,500 inquiries. This was followed by a full launch which built momentum and resulted in $435m worth of apartments sales in one weekend, with up to $118,000 per square metre results.

Sirius is due to be completed in July 2023.


Judges Comments

DH Capital in collaboration with Hoyne developed a highly strategic and innovative approach to the marketing and branding of Sirius which delivered an outstanding marketing campaign. The confident and pragmatic brand platform of “Boldness Reborn” celebrated and embraced the building’s polarising architectural design and paid homage to Sirius’s unique beauty and brutalist form which informed the branding and strategic positioning of the project.

Capitalising on key market insights this positioning resonated perfectly with their audience’s cultured and independent mind set and cleverly differentiated the project in the market. The innovative and experiential display suite and gallery space used clever technology enabling buyers to engage with Sirius’s unique vision, providing them with an immersive experience. The team was able to work with the extraordinary community interest in the project, embedding it in their marketing strategy and dramatically increasing market acceptance on what was initially a divisive project.