Capturing untapped value
Monogram were initially engaged to reposition and market 60 Union Street as the only choice for progressive companies with a younger, forward-thinking workforce. With architects assigned to redesign a new facade and groundfloor plane, we couldn’t help noticing the tremendous untapped value remaining around the site.
We implemented our destination design framework and process, Futureplace® which explored and defined the full building refurbishment. Looking at the bigger picture was crucial to ensure not only successful delivery of the asset but effective marketing and long term client loyalty.
A customer-led approach that prioritised audience benefits in combination with stakeholder requirements, we identified missed spatial use opportunities, new potential revenue streams, as well as activations and initiatives for engagement and stand out. This proprietary process also created a unified brand experience throughout the asset that complimented our ongoing brand and marketing efforts.
By realising additional untapped value and creating a powerful full site experience, rental returns more than doubled expected target with more demand than space available.
“I had a great experience working with Monogram – they are fun, innovative perfectionists and really lovely people to work with. Before Monogram’s involvement, the U60 project had no strategic brand vision. But with their help, we now have a top-quality visual identity, signage, and wayfinding, as well as, commercially viable ideas on how to activate previously unused spaces. They provided innovative ideas showing a good appreciation of market requirements.”
— NICK GASSMAN, PROJECT MANAGER – U60
IMAGEs: ARCHITECTURE – Custance || Retail interiors – MTRDC