ESR Real Estate
A new lease on life
A newly acquired asset was in need of a major refurb and repositioning after multiple decades of being untouched and forgotten about in market.
With grand visions of lifting the building’s game to an A class, increasing rents commensurate with brand new premium neighbours, and attracting a raft of progressive long-term tenants for its next life stage, an equally grand strategy was required in order to breath new life into the space and create a successful splash.
Monogram demonstrated a holistic way to create a unified, differentiated brand experience and capitalise on dormant value. Our unique process untangles and simplifies the challenges faced by developers and their stakeholders in identifying a consolidated way forward.
This technique provided 73 Miller a future-forward, human-centred vision that aligned all key stakeholders and disparate consultant teams, helped them to better understand the true potential of many overlooked areas within the asset, contributed to council objectives, and clarified the refurb brief. By enhancing the brief with a purpose-led philosophy, the consultant teams of architects, retail leasing teams, and project management were then enabled and inspired to add further value to the final outcome.
By undertaking what we called Destination Design™, our process unlocked additional future revenue by creating more usable retail spaces and activation ideas that added value to the offering, streamlined processes and timelines for DA submissions, as well as savings on investment fees.
“Monogram helped the client team get on board with the right conversation for the project brief. They also re-aligned it by embracing users’ needs for insightful project development that our developer clients were craving in the early stages of the project. The Monogram team are also excellent collaborators to improve client briefs. They help push the vision, and ultimately turbo charge it.”
— PAUL REIDY, PARTNER – FITZPATRICK + PARTNERS
IMAGEs: ARCHITECTURE – fitzpatrick + Partners