Capitol Grand, South Yarra
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LK PROPERTY GROUP - BRAND CAMPAIGN OF THE YEAR 2016
Project Description
LUXURY HAS A NEW ADDRESS

Capitol Grand is Australia’s most iconic six-star residential and luxury retail destination by LK Property Group, with architecture by Bates Smart. Rising above the iconic crossroads of Toorak Rd and Chapel St, South Yarra, the historic site is synonymous with style.

As the tallest building outside of Melbourne’s CBD, Capitol Grand will offer 450 six-star residences across 50 levels, unprecedented amenity and a retail precinct featuring the world’s luxury labels.

For a landmark like no other, Claire created a brand like no other. Inspired by the 7 Sins, Claire wove an intoxicating spell around the luxurious attributes of the unrivalled address. Every encounter evoking desire and providing Capitol Grand’s elite buyers permission to indulge.

As the face of Capitol Grand, Academy Award winning actress, and internationally renowned style icon, Charlize Theron, perfectly embodied the enigmatic beauty and sophistication of the brand.

Claire collaborated with photographer and director James White, and Academy Award winning cinematographer Dion Beebe, to bring the campaign to life in LA, complemented by Melbourne photography by Andy Vukosav and 3D rendering and animation by Floodslicer.

Claire’s vision and creative direction spanned all facets of the campaign. From designing the bespoke 120 page hardcover book, to overseeing brand activation with LK Property Group’s team at the Formula 1 Australian Grand Prix and Virgin Australia Melbourne Fashion Festival, every touch point exuding exquisite decadence.

Capitol Grand was awarded ‘Brand Campaign of the Year 2016’ by REA Group at the AREAs (Annual REA Excellence Awards).

CREDITS

Concept, Creative Direction & Design: Claire Skinner

Los Angeles, USA
Starring: Charlize Theron, Director / Photographer: James White, Director of Photography: Dion Beebe ACS / ASC, Styling: Rob Zangardi & Mariel Haenn, Hair: Enzo Angileri, Makeup: Pati Dubroff, Prop Styling: David Ross, Stills Production: Art Department, Stills Producers: Giselle Keller, Mary Jean Ribas, Stills Retouching: Lunatix Digital, Film Production: Looking Glass Films, Film Producer: June Guterman

Melbourne, Australia
3D Rendering & Animation: Floodslicer, Location Stills Photographer: Andrew Vukosav, Location Stills Production: Coco Productions, Location Stills Retouching: Visual Thing, Copywriting: Dennis Marchese, Printing: Bambra Press, Paper: K.W.Doggett Fine Paper & Spicers, Outdoor Site Signage: Briner, Event Activation: Harry the hirer, with brand rollout, website, PR and media: LK Property Group

HARDCOVER BOOK & SLEEVE
HARDCOVER BOOK
HARDCOVER BOOK & SLEEVE
BROCHURE WITH 7 INDIVIDUAL COVERS
PRINT COLLATERAL
HARDCOVER BOOK & SLEEVE
BROCHURE
 
 
RENDER IMAGERY
HARDCOVER BOOK
HARDCOVER BOOK - FOIL DETAIL
RENDER IMAGERY
RENDER IMAGERY
HARDCOVER BOOK
CAMPAIGN / RENDER IMAGERY
 
 
HARDCOVER BOOK
HARDCOVER BOOK
INVITATION
INVITATION
RIBBON
Website
SITE SIGNAGE
 
 
FORMULA 1 AUSTRALIAN GRAND PRIX - EVENT SIGNAGE
CHARLIZE THERON FOR CAPITOL GRAND
 
 
FORMULA 1 AUSTRALIAN GRAND PRIX - EVENT SIGNAGE
CHARLIZE THERON FOR CAPITOL GRAND
 
 
VIRGIN AUSTRALIA MELBOURNE FASHION FESTIVAL - EVENT SIGNAGE & PROJECTIONS
VIRGIN AUSTRALIA MELBOURNE FASHION FESTIVAL - EVENT BRANDING
 
 
VIRGIN AUSTRALIA MELBOURNE FASHION FESTIVAL - EVENT SIGNAGE