GREENHILLS
CONCEPT DEVELOPMENT | APRIL 2015
Table of Contents CONCEPT 1:
THE HEARTBEAT CONCEPT 2:
PRECIOUS JEWELS
“I ESPECIALLY LOVE CITIES – I LIKE HAVING THEIR ENERGY AROUND ME. THE HEART OF A CITY IS THE SOUL
OF ITS MEN.” MANILA GUIDE
1
THE HEART BEAT
“the heartbeat: the energy of all the individuals keeps the world beating.”
Overview The Heartbeat sells the idea of living in Greenhills because it’s the center of it all. It uses the metaphor of the “heartbeat” translated by the visuals of Art. The building collection uses human creativity and energy, the “pulse of the city,” to make the tower into a destination for art, a “curated gallery.”
the concept: the Heartbeat the vehicle: Collecting Art
THE BEATING HEART
The heart is constantly beating, and the place never stands still. O UR CON C E P T
Manila’s heartbeat is its confluence of identities. This concept celebrates the urban mix of this destination. It embraces the energy and frantic pace, the value of living in an urban shopping center. It celebrates living in metro Manila, where there is always something to do and someone to meet.
“THIS IS THE HEARTBEAT OF MANILA� O U R P I TC H
This direction emphasizes the frenetic energy of living inside the city center. It embraces the energy and life of its people, realizing the true value in the neighborhood is the heritage of the past mixed with the promise of the future. Life comes together in the heart.
OUR AUDIENCE
Our audience embraces cosmopolitan life, and wants to live in the center of it all. Urban professionals enjoy the hustle of Downtown living, of having convenience at their fingertips, and amenities on their doorsteps. The Heart is the Center of Creativity, a place where people come together.
OUR ATTRIBUTES
URBAN ENERGY + CREATIVITY
WHO LIVE S IN “THE HE ARTBEAT” OF GREENHI LLS?
THE CREATIVE CONNOISSEUR THE COLLECTOR A SOPHISTICATED URBANITE WHO ENJOYS ART, FASHION, AND CREATIVE CULTURE. HE/SHE ENJOYS ART AS A COMMODITY, INDULGING IN IT & COLLECTING IT RATHER THAN MAKING IT. EVERYONE WANTS TO “BE CREATIVE” SO THEY CAN “LIVE CREATIVE.”
O UR M O O D
“ART WITH A SENSE OF HUMOR:� Whimsy and Art appeal to a sophisticated audience. Art is at the heart of modern luxury: cosmopolitan Manila is sophisticated but fun. Partnering with local artists and interiors designers that embody the playful creative culture gets to the core of creating a thriving community.
OUR STYLE
ECLECTIC SOPHISTICATED ARTISTIC WHIMSICAL OUR MOOD
B UIL DIN G THE HEART
HOW DO WE INTEGRATE ART WITHIN THE BUILDING AND EXTEND THE CONCEPT INTO THE BUILT ENVIRONMENT?
Curating & Collecting PHILIPPE STARK SLS HOTELS KELLY WEARSTLER ART BASEL MIAMI PROVIDE BLEND OF HUMOR + SOPHISTICATED STYLE TO COUTURE INTERNATIONAL COLLECTORS
1
THE HEART INTERVENTION ART IS OFF THE WALLS
2
THE HEART COLLECTION ART IS FURNITURE
“ART IS A VEHICLE TO SHOWCASE
3
4
YOUR WORK OF HEART ART IS THE PALETTE
HEART BOOKS ART IS A SKETCHBOOK
THE HEART OF ITS PEOPLE”
1
THE HEART INTERVENTION Art is off the walls Art is unexpectedly thrown onto the floors and ceilings. Carpets + Ceilings become canvases to add unexpected art on a super-graphic scale. Building spaces become “galleries” to showcase local artists.
2
THE HEART COLLECTION
Art is furniture. Smaller spaces become “boutique” collections of curated objects, like glimpses into the private estate of a quirky collector.
3
YOUR WORK OF HEART
Art is the Painter’s Palette The building is a gallery and your home is your personal palette. Design it like a painter paints his masterpiece.
4
HEART BOOKS Art is a Sketchbook
Rather than a traditional brochure, the marketing materials will be “An Artist’s Sketchbook.” The Illustrations, Paintings + Photographs will sell the interiors, to add a human touch and give the projects “heart.” The style will be sophisticated, inspired by fashion artists and painters.
OPTION 1
EMOTIONAL HEART L O O S E & E N E R G E T IC G E S T U R E S This style evokes energetic gestures and impulses, quick sketches of the city and of the home. Like a fast fashion sketch, it evokes energy and movement. This approach combines photography + sketches and painting to create an urban sketchbook.
The Heartbook
OPTION 2
POP HEART
FUN + SOPHISTICATED This artist uses pop art, a contemporary take on Warhol’s style which brought bold, commercial images to the fine art world. Graphics illustrate scenes of the building and its inhabitants in a clean, bold way.
CASE STUDY:
NEW YORK HIGH RISE FINE ART CHIC
Concept 2
2
precious CO N C EP T 2
Jewels
concept: precious jewels the collection: the radiant collection the visuals: couture fashion photography
CONCEPT 2
Sells the idea of living in Greenhills through couture symbols of wealth and opulence: precious jewels. Jewels are riches that translate across cultures and across time. Each building will possess values of different jewels. The “Radiant Jewels� are translated through COUTURE FASHION PHOTOGRAPHY. This concepts aligns with marketing style of luxury international fashion brands (like Louis Vuitton) to create visuals that feel cinematic, lavish and theatrical. Stylized photography and staged scenes sell the luxurious Greenhills lifestyle, as will branded partnerships with leasing tenants.
Jewels
O UR STO RY
the are a destination for opulence, luxury, & prosperity.
THIS CONCEPT emphasizes
the distinctive prestigious heritage of Greenhills. The four towers become the precious jewels of Manila. Each tower is one of the gems of the crown, a birthstone emphasizing diverse values. These gems, the lucky charms of Greenhills, remain timeless and extremely valuable.
O UR AT T R I B UTE S
THE GLAMOUR + THE HERITAGE TIMELESS ELEGANCE + BEAUTY PROSPERITY & FORTUNE
Why would I live here?
IT’S THE RADIANT JEWEL OF MANILA
“I adore wearing gems, but not because they are mine. You can’t possess radiance, you can only admire it.” Elizabeth Taylor
DISCOVER A NEW RADIANCE:
SUMPTUOUS, REFINED, PRECIOUS
O UR AU D I EN C E This concept will appeal to the potential consumers who need to buy into the “value” of living here. It’s an elite destination, a place of history, nostalgia, and respect; an area of affluence for the chosen few.
OU R COL L E CTIO N
THE ORTIGAS RADIANCE COLLECTION: THE JEWELS OF MANILA Only four gemstones in the world are classified as precious gemstones - emeralds, rubies, sapphires and diamonds.
THE E M E R A L D Green has long symbolized love and rebirth. The most calming of all the colors on the color wheel, it encourages growth, reflection, peace and balance. Emerald green also suggests the concept of eternity, as it is a color that constantly renews itself in nature through generations.
THE R U BY The ruby represents love, passion, courage and emotion. For centuries this gem has been considered the king of all gems. It was believed that wearing a fine red Ruby bestowed good fortune on its owner. Rubies have been the prized possession of emperors and kings throughout the ages.
THE D I A M O N D For centuries diamonds have been a symbol of love, excellence and purity. Because of its unmatched hardness and clarity, it also symbolizes power, strength, brilliance and unparalleled beauty. Not only are they rare and beautiful, they cannot be cut and they are impervious to fire.
OUR MOOD
fashionable
& decadent
O UR STYLE
classic, jewel toned, opulent
OUR PERKS
couture experience THE PASS
OU R P ROMOTIO NAL MAT ER IAL S
THE FASHION SPREAD This approach relies on couture style, high fashion & photography to create and elevate a brand that translates the prestige of the Greenhills reputation. • Inspiration is taken from high fashion campaigns (like, Louis Vuitton) to relate to affluent, brand conscious consumers. • Special perks include a “Jewel Pass” app that showcases the benefits and special amenities of living in the Jewel collection. • Units will be showcased in a magazine like “Vogue” format, relating fashion, people and interiors to translate the exclusive style.
THE RUBY ORTIGAS
LIVE WITH PROSPERITY TIMELESS ELEGANCE
“YOU CAN POSSESS RADIANCE” A FASHIONABLE TAKE ON THE MOST ALLURING AND AUSPICIOUS GEMS
OU R B RAND ING LO O K
“THE JEWEL BOX” PROMOTIONAL MATERIALS RESEMBLE COUTURE HOSPITALITY
SALAMAT PO