Repositioning, Place Strategy, and Leasing Campaign
Historically, in spite of its prime CBD location, 255 George St had lacked a compelling retail offering and on-site amenities. In response to this and people’s growing desire more broadly for connectivity, convenience, and balance, the development of a more comprehensive offer overall and inclusion of more distinctive relevant retailers. Meant 255 George Street could pivotally position itself at the centre of opportunity.
At the core of the project’s success was showcasing 255 George Street as connected and in step with real-life – integrating the way people work, network, commute, and entertain every day. Providing abundant possibilities with ease, flexibility and simplicity.