The Calton

The development with the best of both worlds

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The challenge

This was something completely different for our client. Most of their previous developments had been in the Edinburgh’s New Town and West End and had been Georgian building conversions. This 22-apartment building was a new build and right in the centre of town, just down the road from Waverley Station.

As such, the target buyer was also different. We needed to ensure the brand appealed to young working professionals and positioned the city centre as a great place to live.

The solution

With the bustling options on your doorstep or the calm nature of being in your apartment or in the likes of Holyrood Park, there are two distinct sides to living at Calton Road: Tranquil or Energetic.

We latched onto this idea by showcasing how living at The Calton was perfect in bringing these two opposing sides to life, whilst at the same time showing that whichever side, you’re into, The Calton has you covered.

The result

The Calton has only just launched but there’s little tranquillity and a lot of energy surrounding the opportunity.

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