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The ‘designer apartment' marketing suite is the domestic building typology of the new century. These temporary structures and spaces often command budgets that would provide a very nice small residence for the average inner urban couple. Part prototype and part propaganda, these clever little pieces of architecture are designed to convince punters to part with deposits for a coveted lifestyle apartment. When the development comes with the name Starck attached, you can expect the suite to be extraordinary.
The display suite of Tribeca East Melbourne Apartments (an R Corporation/Red C/Babcock & Brown/yoo development) was designed by Philippe Starck in association with local designers Hecker Phelan. Occupying an incredible volume within the old Victoria Brewery building, the marketing suite is pure theatre.
Lured into the decaying historic shell by stylish super graphics and an eerie glowing sign, the potential purchaser is greeted by polished pure white steps and a gentle rose- coloured glass door that belies the drama beyond. One enters into an intimate space dominated by two giant botanic images and occupied by a single timber table holding a vase cheekily filled with white peppermints.
The green and pink images in fact form the rear wall of a pair of white cube offices for closing the deal. A line of steps holds the sentry-like boxes apart, allowing ascension into the dramatic main space. A huge vertical expanse, the central space is stripped back to bare concrete and occupied by a collection of beautiful objects. A pair of Starck 'chandeliers" hang through the tall industrial scale space, lighting a large slab of reconstituted stone that forms the datum for all activity: interactive iMacs, a shiny coffee machine, huge glass vessels full of apples. The walls are adorned with simple plans of the development and covered with brightly distributed 'sold". dots.
Beyond the main space is a curtain-lined room bathed in yellow light that is pure Starck. A gian.t picture frame presents a looped promotional video describing the project to an audience of Starck objects, presented on tall slim tables for close inspection.
A seductive combination of atmosphere and persuasion, the suite provides the perfect aperitif for a project that certainly has the ingredients to make a fine meal.
Tribeca Display Apartment Image Gallery
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