Homes of distinction
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Abercromby Place is one of Edinburgh’s prime streets, just up from Heriot Row. We knew the potential customer would be a challenge with them being very demanding and demanding exacting standards. They who believe in high quality regardless of the price point. They want more from life and a better way of living. We had to position Abercomby as this place.
Creating a sense of this being a ‘one off’ coupled with living at this very special address was key. There’s a scarcity of new build apartments and we wanted potential customers to feel this was a unique and distinctive product.
This led to the brand idea being centred around the concept of ‘homes of distinction’. The product extolled this, especially the large lateral apartments.
Following on from the April 2022 launch, the biggest apartments are sold at a record price per square foot with the smaller apartments following suit making this a very distinctive success story for the client.
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