Developer – Shikun & Binui Real Estate l Construction Company – Solel Boneh l Architecture Firm – Kanaan Shanhav. The project was carried out in collaboration with the marketing company "Ambassador Israel" – the most established company in the market. The complex was launched for marketing at a time when Ir Yamim Poleg had numerous developers. The goal was to create a residential complex that would fulfill the dream of beachfront living. The challenge was to sell at higher prices than competitors, while the project was built in 3 phases.
The project came to the table after the shell of Building No. 1 was already constructed with several units sold. The directive was to conduct in-depth research and recommend ways to increase sales pace and project prices. Following the research, it was decided to make changes to the shell of Building No. 1. Additionally, an amendment to the permit for Building 2 was to be made, which included interior changes, openings, and the building's orientation angle, among others. Furthermore, a new permit was to be issued for Building No. 3, which included adding floors, changing the mix and program, and pricing it approximately 25% higher than the previous buildings.
The project came to the table after the shell of Building No. 1 was already constructed with several units sold. The directive was to conduct in-depth research and recommend ways to increase sales pace and project prices. Following the research, it was decided to make changes to the shell of Building No. 1. Additionally, an amendment to the permit for Building 2 was to be made, which included interior changes, openings, and the building's orientation angle, among others. Furthermore, a new permit was to be issued for Building No. 3, which included adding floors, changing the mix and program, and pricing it approximately 25% higher than the previous buildings.
As a luxury project, it was important to create a purchasing experience that gave the client the feeling that the project is not for everyone. Clients received a very high level of service, but alongside a product and process that were not flexible. The target audience clearly connected with the project, and very quickly there was an influx of acquaintances and friends who wanted to live alongside them.
We tailored the project's marketing to an aristocratic target audience, from the client's first encounter with the brand to the overall purchasing experience. The brand conveyed elegant, understated luxury, allowing people to fulfill a dream without feeling out of place.
The project was divided into three luxury towers. We were part of the team that executed the design changes – in Tower 1: execution phase, opening window openings, and upgrading specifications. In Tower 2: permit amendment phase, changing the tower's orientation, opening a sea-facing angle, and upgrading interior design. Tower 3: permit phase, program, mix, finishes, and an upgraded product. The project was intended for several different segments but with similar "taste" characteristics.
