Light/Rock an update on projects, awards, market trends and challenges
#4
light | lʌɪt | noun Light is the essence of the concept; the 360º creative thinking and enabling that brings our ideas to life, opening the door to new ventures and opportunities
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rock | rÉ’k | noun Rock is the strength of our support; the depth and breadth of market knowledge and management skills that ensure our solutions are grounded, effective and results-driven
Beyond 202 Challenges, results and opportunitie saentys.com
20 solutions,
es
Since our creation in a tumultuous 2008, we have seen our fair share of seismic political shifts, macro and micro economic turmoil, booms and busts, different ways of working and more. But it is true to say that 2020 and its raft of health, social, economic and sustainability shifts are a whole new ball game. We would be lying if we said that we were fully prepared for the current global situation, but for an agency born in difficult times, our mantra Light & Rock has given us the ability to comprehend and address these challenges. In many ways, our solid grounding has given us the capacity to adapt, create and drive forward with one clear objective in mind: to enable the best possible commercial results for our clients. Over the years we have developed true client partnerships which have allowed us to transform challenges into opportunities. This edition provides real insights into our strategic approach and creative output. Relax, read and we hope enjoy. Adrian Strittmatter & Andreas Fux Founding Partners
Pulse A BEATING CREATIVE HUB Saentys Geneva is currently working with Scope Development on a campaign to market Pulse: the industrial hub of tomorrow. Located in Cheseauxsur-Lausanne, Pulse is a building that stands in contrast to other logistic hubs, traditionally perceived as cold and dehumanised. The campaign is centred around the idea of flow and movement. The concept of the building and its architecture is for tenants to share the energy of this buzzing creative environment and utilise the synergies created. Human-focussed positioning and design help realise Pulse’s vision of being a forward-thinking development that offers a new kind of proposition.
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Mulberry Mansions INSPIRED LIVING Earlier this year, we completed our first project in Nigeria, marketing the Mulberry Mansions, a first of its kind luxury residential development in Lagos. The bespoke compound is unique in the area, offering tenants access to the very best Lagos has to offer. As developer Park Walk Properties’ first foray into the luxury residential market, our strategic insight and experience working on similar projects around the world helped us create a brand that is ready to grow as their portfolio diversifies. The end result was ‘Inspired Living’, an ethos for everything that Mulberry Mansions embodies.
Central Malley COMMITTED TO SUSTAINABILITY We worked with the SBB/CFF/FFS (the national Swiss railway company) during the first phase of an ambitious redevelopment of Malley station in Lausanne, Switzerland. Known for its industrial past, the Malley district is currently being transformed into a state-of-the-art and wellconnected mixed-use site. We developed a strategy that articulates both the area’s history and its ambitious future. Doing so, we created a dynamic brand that gives a taste of what Central Malley is set to become: a forward-thinking development committed to sustainability.
5 Canada A BOLD NEW DIRECTION After consolidating their UK workforce into fewer buildings, Credit Suisse had prime Canary Wharf real estate that needed to be reintroduced to the market. We worked with them to create a bold new direction for 5 Canada Square that pointed towards the future of the Wharf and its lifestyle offering. Using our in-depth understanding and experience from local, national and international markets, we created a brand that transformed this classic Canary Wharf property into a vibrant and exciting new asset. With rebranding complete, we coordinated a hugely successful launch event at the start of 2020.
Marceau NEIGHBOURING HISTORY Few locations in Europe are as steeped in history as the Arc de Triomphe, Paris. We worked with SFL on a brand and marketing campaign for a huge refurbished development neighbouring this iconic landmark. 83 Marceau is situated directly on Place de L’Étoile and is being refurbished by world-renowned architect Dominique Perrault. Given the great location and high-quality architecture, the target market for the property was limited to a small pool of blue chip companies. With experience working on projects in Paris and as experts in communicating to high-end audiences, we were perfectly positioned partners.
UFO UNIQUE FLEXIBLE OFFICES Saentys Paris worked with Raffeisen Immobilien on UFO, a stunning redevelopment in Sentier, one of Paris’ trendiest neighbourhoods. As the client’s first project in Paris, and given our extensive track record in the French capital, they trusted us as their strategic and creative partner. Previously a dated concrete structure, the property was transformed into a light, open, modern building, with large flexible work spaces, health and fitness services and dedicated co-working areas. The bold digital campaign we created has already led to Leboncoin, France’s biggest online classifieds platform, leasing the space. They moved into UFO this summer.
Pictogrammes
Rayonnant
Connecté
Performant
Foisonnant
Entreprenant
Terra LIVE, WORK AND SHARE La Clairière, Lyon is a district reinventing itself. The new development is designed to be a multifunctional hub in the centre of the city, attracting companies from all industries to come live, work and connect. We are working with developers Icade and Nexity promotion to create ‘Terra’, a campaign for la Clairière’s office sector. Translating to ‘the Glade’ in English, the development celebrates an ethos than unifies the urban and the natural for the best lived experience. So, we created a brand that amplifies those values.
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More to come …
Hora IT STARTED WITH A WHISPER Hora is an idea, a murmur passing through a crowd, a story. Working with VINCI Immobilier, this story was an opportunity to do something completely unique. We were asked to develop a campaign for a set of luxury apartments in Caluire, Lyon. We wrote the story of Hora, a narrative that started with a whisper of small teaser measures before snowballing into an unmissable event. Using a carefully planned series of audio recordings, interactive city tours and personalised questionnaires, we turned a whisper into a resounding chorus. Experience the story here: hora-caluire.fr
L’Illustration HONOURING TRADITION Once home to Paris’ L’Illustration newspaper, a breathtaking classical building has been reimagined as a centre for modern business. We drew on its rich heritage to deliver a distinctive launch campaign. Given the building’s unique history, exquisite Haussmann architecture and two floors of state-of-the-art offices, our client Swiss Life required a campaign that was fittingly impactful.
We embraced the building’s legacy as an engine of creativity, partnering with agency Creative Debuts to commission original illustrations from undiscovered artists. These works filled the walls of the building and served as a striking embodiment of its bold new branding, which alludes to the publishing heritage and provides a striking counterpoint to the building’s unashamedly ornate façade.
New services
Interactive presentations Our interactive presentation tool can be used both on-site or when in-person site visits are not possible, helping to bring the remote experience of a property to life.
Drone Now licensed and well-versed in the latest CAA regulations, we are excited to announce that we are entering new (air)space. Saentys will now be offering in-house drone photography and film. We are looking forward to completing our first shoots.
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Remote visits Now more than ever, remote visit solutions are an essential part of the marketing mix. We offer a wide range of technologies for viewing requirements, such as Matterport and traditional 360° photography for finished spaces and CGIs for pre-completion spaces.
Be found
Branded environments are a holistic way of maximising the impact of your brand. Equal parts strategy, interior design and architecture, our end-to-end process adds long lasting value.
Branded environments
Rank against competition
Digital marketing
Plan and measure success
Alongside our broad design offering, we also provide first-class digital marketing services such as SEO content marketing, social media campaigns and PPC.
Branded animations We bring brands to life across B2B and B2C target audiences through our branded animations. Whether adding movement to static logos or campaign centrepieces, our bespoke animations of all scales work well for websites, social media, presentations and film. View some examples of our work here. Watch 5 Canada >
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T E N A N T ACQ U I S I T I O N , E N GAG E M E N T A N D R E T E N T I O N I N T H E WA K E O F A PA N D E M I C
Charting a course The first six months of 2020 have borne witness to some of the most fundamental changes to the way we work for generations. Millions globally completed the exodus from the office and took refuge in their homes. Existing trends such as digitisation and focus on tenant experience have undergone rapid acceleration, while others such as open plan office spaces and densification have reversed. As new habits begin to take hold, our industry will play a key role in guiding a course for people across the world to make the journey back to the buildings that currently stand empty. Whether agents, architects or developers, we are some of those responsible for making people feel safe in their spaces again. While there will undoubtedly be significant long-term changes in consumer needs and values, there has been a short-term need for rapid action and adaptation to address tenant acquisition, engagement and retention. The result has been a great deal of creativity and ingenuity. The greatest value is being found in previously peripheral tools becoming the key pillars of campaigns. Our role as an agency is to constantly find new ways to support our clients in the short, medium and long-term. We are here to help package the right tools in an iterative, personalised and flexible way to address challenges many are currently facing.
Tenant acquisition How do you sell physical space when no one can visit? This is a question many have had to wrestle with during the crisis. Although we are witnessing partial easing of restrictions domestically, practices for viewing spaces are unlikely to return to normal for the foreseeable future. How do you adapt to this new challenge, and how do you acquire new tenants or potential investors when one of the fundamental aspects of every customer journey has been prohibited? In many respects, the crisis has forced us back to basics, as recent success in tenant acquisition has been fuelled by three factors: what a building offers, the strength of a brand, and the execution and medium of a campaign. More than ever, a building’s physical offering has become central to decision-making around commercial real estate. There is understandable pressure on organisations to find office space that keeps their employees safe in the face of a health crisis. Until a vaccine is found, developers, architects
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and facilities managers are going to play a key role in keeping spaces safe and attracting new tenants. Even if a space meets the requirements of the modern workforce, the longer the world remains in a new work from home paradigm, the larger role brand will play in convincing people to return to the office. In addition, when speaking to an audience with its guard up, campaigns will need to be executed flawlessly. With previous mediums off the table, new channels for attracting tenants have to be explored. The role of digital solutions in leasing and investment campaigns is currently experiencing unparalleled growth in response to the crisis. For example, digital marketing techniques like search engine optimisation (SEO) and content marketing have been a useful means of targeting audiences whose needs have become increasingly niche.
The role of digital solutions in leasing and investment campaigns is currently experiencing unparalleled growth in response to the crisis. Even if you are successful in attracting interest for commercial space, without the ability to complete site visits and experience the physical space, sealing the deal on large leases with organisations is still a difficult last step. Here, digital tools like interactive presentations can be deployed to bring spaces to life. With confidence growing in using digital channels to enhance tenant acquisition marketing, digital strategies don’t show any signs of losing the ground they have gained. Of course, 360° visits have become vital to any campaign. They are now one of the most crucial areas in helping convince tenants to lease space. We have been producing 360° visuals on a variety of budgets for years. This isn’t something limited to those with the deepest pockets. With the right partner you can find a solution that meets your needs on your budgets, ranging from standard 360° photography to Matterport and computer-generated 360° virtual tours.
ARTICLE
Success in tenant acquisition has been fuelled by three factors: what a building offers, the strength of a brand, and the execution and medium of a campaign. Tenant engagement and retention This crisis has also accelerated trends in tenant engagement and retention. The importance of tenant experience is greater than ever. Unsurprisingly, the vast majority of tenant engagement is currently focussed on the public health crisis wreaking havoc on the world. Landlords globally are playing a massively important role in making people feel safe, valued and protected in their spaces. Clear and effective communication is vital, whether it’s COVID-related signage or regular updates on protective steps being taken. The inability to do so is going to be a surefire way to see a permanent exodus from your properties. In tandem, methods of communicating with tenants have shifted. Tenants require a more human approach, with CEO-level voices speaking directly to tenants to show them they are valued and respected. At the same time, more individual approaches to decision-making are needed. While it is tempting for many to adopt a blanket portfolio-wide approach, the only effective solution is going to be taking them on a case-by-case basis.
Lastly, the industry-wide trend towards digitalisation of engagement has accelerated significantly. As with the other changes in acquisition and engagement, even though there appears to be temporary light at the end of the tunnel, with the future uncertain it is vital that landlords and operators increase these capacities in preparation for the future. Charting a course back Our industry is being presented with a challenge that we must rise to. Our success lies in our ability to help our customers. To help guide them back into office spaces where they feel safe and engage with them in new ways. In the wake of fundamental changes, immediate action is needed to improve businesses. These tools and skills can take time to develop. So, choose to work with a trusted partner to bolster your knowledge and capabilities. We are here to help, as together we establish a course through this rapidly changing landscape.
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#1
Creativity and intelligence
TT&G Mint
A NEW TRAJECTORY | UNITED KINGDOM
TT&G STRATEGY + BRANDING + DIGITAL + PRINT
TT&G Partners is one of London’s leading boutique real estate advisors. At the forefront of the market since 1993, TT&G faced fundamental changes in their business. As longterm trusted partners, they turned to us to help take advantage of this opportunity to rethink their brand and understand the full extent of what they offer.
We supported them in planning, creating and rolling out the new brand to the market. We produced a new, bespoke website and a set of communication materials, including a coordinated build-up to launch that successfully gained traction and resonance for the new brand.
The result was a brand that truly reflected the trajectory of the new TT&G and communicated this to their audience.
saentys.com
CASE STUDY
ttg-partners.com
A NEW KIND OF BUSINESS DESTINATION | SWITZERLAND
Mint STRATEGY + BRANDING + DIGITAL + ADVERTISING + PRINT
We worked with AXA and JLL to rebrand the Casai Centre in Geneva. Located near the airport and architecturally dated, we needed to create a strong, disruptive brand that would achieve cut-through in a crowded market with a myriad of similar offers. So, we created Mint, a place that does things differently. Mint is refreshing. Mint is creative. Mint is lively. It’s a place for those who want to be part of a different type of business community, one that moves away from a traditional corporate offering. On-site brand activation was a key part of this project, including collaborating with the architects to design a series of illuminated signage that served as a beacon telling every passer-by that this is a new kind of business destination.
saentys.com
CASE STUDY
mint-office.ch
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#2
Intuitive and in-tune
Liberty So Pop The Bailey Tower 185
ON THE SHOULDERS OF GIANTS | UNITED KINGDOM
Liberty STRATEGY + BRANDING + DIGITAL + ADVERTISING + PRINT
saentys.com
libertyplace.london
A BUILDING BIG ON THE THINGS THAT MATTER: OFFICES WITH HEIGHT AND LIGHT, INDOOR AND OUTDOOR SPACE.
CASE STUDY
We worked with the Estate Office on Liberty Place, a building that straddled the boundary between two of London’s most competitive markets. Located amongst some of the capital’s most iconic and imposing modern landmarks, securing a place on the map for Liberty Place, at the time an under the radar site, required a unique approach. Our strategy was simple: to lift this building out of the shadows and make it stand out against the crowd. We created a brand and campaign with tenant experience at its heart. This focussed on the vibrant and fulfilling lifestyle that Liberty Place offers and the ambitions of the people who work there. Instead of playing by the area’s established rules, we leveraged the continued rise of Spitalfields Market as one of London’s premier food and retail destinations. When complete, Liberty Place’s values of dynamism, vitality and interplay between inside and outside space will exist in harmony with its surroundings, creating a personality for the property that exceeds bricks and mortar. Officially registered as Liberty Place, Spitalfields, this brand has a distinct vision. To deliver longevity by ensuring that the brand doesn’t date, and the ethos remains relevant for years to come.
REFOCUSED, REFRESHED, REVITALISED | FRANCE
So Pop STRATEGY + BRANDING + DIGITAL + ADVERTISING + PRINT
sopopbycovivio.fr
saentys.com
CASE STUDY
Sometimes, a successful campaign is about being the catalyst that unleashes a project’s existing spirit. This was the case when working with Covivio on ‘So Pop’. We joined the project after the pre-existing creative work failed to communicate the strength of their tenant-focussed brand. With this time already spent, they required results on a tight schedule. We immersed ourselves in the project and pulled out the key values of collective energy, connectivity and spontaneity. We created a campaign that complemented each of these principles and refocussed the design to communicate the benefits to tenants. Whether it was through bespoke illustrations, art directing virtual tours or developing novel event ideas such as the ‘meeting ticket’, we helped deliver So Pop with a revitalised campaign, quickly and efficiently.
A MODERN HQ WITH A TWIST OF HERITAGE | UNITED KINGDOM
The Bailey STRATEGY + NAMING + BRANDING + PHOTOGRAPHY + DIGITAL + PRINT
There are few cities on earth that simultaneously breathe history and modernity like London. And few buildings embody both like The Bailey. Working with Endurance Land and BH2, we successfully helped them achieve their ambition of making The Bailey a one-of-a-kind global headquarters. Unlike other local assets, The Bailey was not going to compete with glass and steel. Instead, it was a building for the discerning customer, those who value heritage, character and the unique. We developed a targeted campaign that focused on how this property could deliver the lifestyle that this type of tenant desires. Celebrating quintessential Britishness, our campaign was seamlessly aligned with the product and the cultural zeitgeist. This focus on evoking the lived experience of The Bailey was expressed throughout our positioning and visual identity. Central to it all was our art-directed photoshoot that used models to bring this proposition to life. Part fashion, lifestyle magazine, luxury product and much more, our campaign was a success, with a large media company signing a lease to take The Bailey as their flagship international HQ.
the-bailey.com
saentys.com
CASE STUDY the bailey
the bailey, revealed “As soon as we saw the site, we knew it was a remarkable opportunity to redevelop a landmark. It’s a rare opportunity to bring in an exciting new footprint; one that celebrates its history as a headquarters building, right in the middle of a compelling location.”
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the bailey
first-class lineage Celebrated London architects, Orms, have taken inspiration from The Bailey’s heritage as the first rail link from London to Paris, to create a workspace that celebrates its past, fit for the demands of today’s occupiers.
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WORK, WELL DESIGNED | GERMANY
Tower 185 STRATEGY + BRANDING + PRINT
“You cannot understand good design if you do not understand people; design is made for people.” — DIETER RAMS
saentys.com
CASE STUDY
Balance, contrast, emphasis, unity, movement, rhythm. These are the principles of good design, and perfectly manifested in Tower 185’s striking architecture. But how can we utilise them to enhance the way we work and live? This question was at the core of our ‘Work, well designed’ campaign for Tower 185 in Frankfurt. Working with Deka Immobilien, we completed a brand and positioning refresh, designed a coffee table book and developed a comprehensive program of tenant engagement events. ‘Work, well designed’ was about putting the tenant experience in the spotlight, and at the heart of the campaign. Inspired by the key principles of design, we developed a series of events for tenants using the public spaces of the tower. For example, one of the ‘Contrast’ events involved artists drawing illustrations live on the blank walls of the show floor. By simultaneously showcasing the tower’s spaces and helping to cultivate the work community, this series ensures ongoing tenant retention for Deka.
A P H I LOS O P HY F O R M A R K E T I N G D U R I N G A R E C E SS I O N
Playing your cards right Companies face a dilemma during a recession. How do you successfully contain costs without damaging performance? There is often a knee-jerk reaction to cut any budget that seems extraneous, with marketing spend often one of the first heads on the chopping block. Our industry is no different. Faced with construction delays, potentially shrinking rates of return and drastically reduced operating incomes, it is understandable that developers and operators alike are feeling nervous and looking for fat to trim. Firms need to recognise that investing in long-term marketing and brand goals during the most difficult of times plays a crucial role in the sustained success of companies. At the same time, close attention must be paid to avoid wasteful spending and to focus on the areas that deliver the best long-term value. Every recession takes a different form, replete with its own set of unique impacts on behaviour, making it challenging to identify the correct course when it comes to taking action. For example, the current crisis is inextricably linked with issues of public health. Therefore, successful tactics deployed in the wake of the 2008 financial crisis may not bear the same fruits today.
That is why we have created a set of guiding principles for marketing during a recession. Instead of focussing on specific actions that need to be taken, these principles should form an overarching ethos to adopt as you identify the right decisions for you and your customers.
Be creative and flexible It doesn’t matter how well you understand your audiences’ changing needs if you are unable to meet or appeal to them. The value gained from investing in research will only pay dividends if you have the flexibility and creativity to adopt new tools and rise to new challenges. Some changes are going to be the exacerbation of existing trends, but many of the fundamental changes are still unknown. Be prepared and ready to meet them when they arrive.
d orme inues, f n i Be ill c ont
c r isis ge s w r t h i s t h e c h a n v a lu e s . e g n o d The l profoun eeds and rch ore ’n s m r re s e a e e th s t o m inv e s t in n g o f h o w u c o b e t c r u c i a l to e r s t a n di e s a n d u I t i s n a n un d g va l is is the ai efinin a n d g e a r e r e d t a n din g t h t i v e l y c l peop s. Unders le to ef fe market. b t ie a t e i r g e r o b i a ut pr y to t h yo u r t a t abo g w s y ju i t w ’ o nl n e t kin is un i c a u t lo o n din g comm understa s. It’s abo sing your T hi s t w a r d n d a s s e s in g a ng ou f fer l o o k i s a s w e ll and o aligned n d r o i a t i w in p os his is own ing sure t eting. ak ark and m ith your m w
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Be diligent and clear
ARTICLE
Your ability to convey a message is dependent on clarity, both in terms of marketing messaging and channels. Wasteful marketing fails to recognise this. During periods of substantial change, we must first identify where value is greatest. Instead of rushing into expensive VR headsets to replace site visits, perhaps 360 imagery would likely be more cost effective? Don’t make the mistake of throwing everything at the problem – plan wisely, be clear and diligent in your marketing.
Be m i
B e h on e s t ver forget this People will ne e lives. While th r period of thei ill st e ar e er rtain, th future is unce g in ild bu r fo ities great opportun -term d getting long an d an br ur yo oid Av g. arketin value out of m and es fix k ic r qu clamouring fo stead in d an ns tio knee-jerk reac ting that focus on marke tic is authen .
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f ul N o on e pa s s e s t hr period ou is not s unscathed gh these a gimm . ick an Empathy be an d a vital to f ter thought should not . Em tr u your ta ly understa pathy is nding r g et m wh a needs . With rket wants a at emotio an inc nd re a np in dec singly impo laying r t a nt r ision-m o p o te n tial for aking, there le is yo u r m to m a k But th e a signific arketing is a and th can be for nt impact. b ot h t e bad. he go o Being to s e c d min uring long-t dful is key value er m b a nd tr r of eco ust during p and nomic eriods d ow nt urn.
But how do you do this?
In situations that require quick action, companies need to acquire these skills and approaches as quickly as possible. Working with a trusted partner is the quickest and most reliable way of skilling and scaling up your marketing capabilities. It allows you to gain expert insight, the creative output and the ability to manage your communications effectively. Overcoming times of hardship is best done in unity and we are here to provide all the help you need.
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#3
Strategy, resilience and trust
Sogeprom
CALLING IN THE CAVALRY | FRANCE
Sogeprom CORPORATE IDENTITY + STYLE GUIDE
Our goal was to create a new corporate identity and set of guidelines that provided unity and togetherness as the company continued to grow.
saentys.com
CASE STUDY
When you’re one of France’s largest real estate companies, with over 45 years’ experience and 23,351 m² of tertiary real estate under construction, a corporate rebrand requires expert partners. We won a pitch to rethink Sogeprom’s brand platform, and bring together a series of smaller, less well-known brands. Working within strict existing brand guidelines from the parent company, Société Générale, our rebrand had to insert new positioning with finesse as opposed to bold changes. Our solution utilised Saentys’ multinational offering, with support from Saentys Geneva, that subtly reinterpreted existing graphics and photography conventions to create a brand that reflected the new, united Sogeprom.
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#4
Pushing the boundaries
Telegrafen Manhattan Les Arases
INSPIRED BY THE PAST, REDESIGNED FOR THE FUTURE | NORWAY
Telegrafen STRATEGY + BRANDING + DIGITAL + PRINT
telegrafenoslo.com
One of Norway’s most famous buildings was being given a new lease of life. Situated in the centre of Oslo, the Nordic Baroque building is famed for its distinctive architecture and unique features – listed murals, wall frescoes, granite carvings and more. So in a city of proud heritage, it was vital that we created a campaign that was inspired by the past but designed for the future. Our end-to-end campaign combined an understanding of the Norwegian market with international creative flair. Paying homage to the building’s rich history as the home of Norwegian telephony, we created the name ‘Telegrafen’. Previously vacant for ten years, our work was the catalyst to transform this building into one of the most in-demand mixed-use properties in Oslo. The success of our work resulted in all office space being pre-let before the building was fully completed.
saentys.com
CASE STUDY
MORE THAN A BUILDING | BELGIUM
Manhattan STRATEGY + BRANDING + DIGITAL + ADVERTISING + PRINT
We worked with our long-term client Victory on a large, state-ofthe-art office building being refurbished in Brussels. Manhattan’s unique proposition of Grade A office space with unrivalled amenities and services was a first for the Brussels market. This meant that it required a branding campaign to both educate the market and create an impact to rise above the competition. Familiar with both the city and the development’s target audiences, our work stood out by speaking to the market without conforming to it.
We created an intelligent campaign that celebrated Manhattan’s unique business ecosystem as a destination in its own right. Our strategy and positioning helped educate by amplifying the building’s key features and benefits and was expressed consistently throughout the project. From the beautiful, bespoke illustrations created for the website to the brands we created for all of Manhattan’s internal cafés, restaurants and fitness offerings, our campaign told one story: Manhattan is more than a building, it’s an icon.
manhattanbrussels.com
saentys.com
CASE STUDY
SERENE SYMBIOSIS | SWITZERLAND
Les Arases BRANDING + PRINT + DIGITAL
saentys.com
CASE STUDY
Nestled among the calm and green banks of the Arve River in Geneva, Les Arases is a high-end residential project consisting of 57 premium apartments. Perfectly integrated into this residential district, the seven two-storey buildings were designed by famous Genevese architects Favre & Guth and come together to create a park lined by the apartments’ private terraces. A first-of-its-kind development in the area, we needed to create a brand that celebrated Les Arases’ unique quality and prestige whilst emphasising its green surroundings. We achieved this through a visual focus on the area’s vegetation, creating a symbiosis between the natural and the urban. As a result, the campaign we created helped Les Arases challenge the status quo of its serene environment, while simultaneously blending in seamlessly. The project has seen early success with more than 22 apartments having already been sold.
les-arases.ch
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#5
Brands in action
Koselig
WORK LIKE HOME | FRANCE
Koselig STRATEGY + BRANDING + DIGITAL + PRINT + VIDEO
What does home feel like? A place of warmth, of comfort, of connection? These are the questions that inspire Koselig, a place where the answers are written into the very fabric of the building. We began working with Marathon on an office leasing campaign in Clichy, a suburb of Paris. The property faced several significant hurdles. Located considerably outside of Paris’ most desirable locations and with the absence of local amenities, the property struggled to stand out in a competitive market. Working collaboratively with the client, brokers and architects, we created Koselig, a place that feels like home. Crucially involved at the very beginning of the project, we took inspiration from the popular Scandinavian philosophy of hygge, which celebrates cosiness, warmth and conviviality, to develop a brand identity that was expressed throughout every facet of the complex. We ran workshops, worked with interior designers to develop the atmosphere of every room and wrote briefs for interior designers and CGIs. As a result, Koselig is more than a marketing campaign, it’s a brand embedded in the present and the future of the building, delivering continued value to client and tenants.
saentys.com
CASE STUDY
immeuble-koselig.fr
REDEFINING THE OFFICE I N A W O R LD P OST COV I D -19
Office /’ɒfɪs/ The performance of a task What will the future look like? This isn’t a new question. But in 2020 it seems to exude dread or possibility in equal measure. At the beginning of the crisis, many online publications decreed ‘the end of the office’. People prepared for the possibility of a life spent on Zoom and Slack. We now know that these statements were hyperbolic. People are slowly making a considered return to their offices. However, while the end of days may not be nigh, we are returning to an environment that is fundamentally changing and shows no sign of stopping. Many of us clamour for a return to the way things were, but we should embrace this opportunity for long-lasting, positive change.
How did we get here? The offices we know have evolved over generations. There is a great deal of path dependence in the way that we approach these commercial spaces. That’s why for many industries, especially those not only rocked by the digital age, but created by it, the modern office is far from purpose built. When work could only be done in one place, we created the spaces for it to be done. As a result, our offices often more closely resemble the organisation of factories, without a hammer or hard hat in sight. As recent events caused a tidal wave of people beginning to work from home, something very interesting happened to our workforce’s productivity levels – not much at all. This non-autonomous experiment we have all been participating in has further highlighted that our spaces are not perfectly aligned with our working habits. So, how do we use this knowledge to redefine the office?
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Let’s start by asking ‘what is the purpose of an office’? The etymology of the word itself provides an interesting answer. Derived from the Latin words Opus meaning work and Facere meaning do, Officium directly translates as ‘the performance of a task’. It is not a building with four walls, a room in which every square foot is efficiently covered in tightly packed desks. It is an action. It is something we do. The narrative has focussed too much on how we will get back to the office, when we’ve learned that some aspects of work would be better left at home. Many have reported the huge benefits of minimised distraction, their relief in escaping their dreaded open plans. For years the industry has developed spaces that tirelessly tried to bring more of the home into the office. Now through no deliberate action, that goal has been achieved. So, why try and reverse this progress with a short-sighted, wholesale return to the way things used to be?
Culture, collaboration, creativity and connection This is in no way suggesting that offices have lost their value to organisations. Instead the opposite is true. This is an opportunity for commercial real estate to deliver more value than ever before. It is about assessing what certain spaces are best suited for. The home, free of distractions, may be perfect for completing focussed tasks. But there are some things that only the office has the power to achieve.
ARTICLE
In-between trapezes There is a moment in every trapeze act where an acrobat must let go of the bar. Hurtling through the air they put their faith in the fact that another will carry them to safety. This is where we stand today. We have the opportunity to let go of the bar. But what is on the other side?
What would it mean to unleash the potential of the office? What could we achieve if we removed shackles like 80% of space having to be filled by desks? Change is typically incremental. We move from one thing to the next carrying relics from bygone eras along the way. We currently have the opportunity to make a huge leap, to jettison dead weight and create new paradigms. The new office can become a centre of company culture, collaboration, creativity and connection. A beating hub that promotes interaction and identity. No longer stuck at sterile desks, companies can create spaces that facilitate innovation and belonging, breathing new life and meaning into spaces. Productivity can increase as smaller businesses are able to adopt the hub-andspoke models previously reserved for only the largest corporations with the deepest pockets.
The office redefined as a centre for culture, collaboration, creativity and connection is not some romantic or fantastical vision. It is a concrete possibility that could deliver significant value in the future. Who is to say that in five years’ time the adoption of these forward-thinking practices won’t be a significant differentiating factor? Organisations will be drawn by the significant improvements this offers them in terms of talent acquisition and retention. The role of the landlord could change to become more active in providing value for tenants through new forms of engagement and allowing new practices. Those who are bravest may reap the greatest rewards. Soon it will be our turn to let go of the bar. To take flight into the unknown. And trust that success will greet us on the other side.
This isn’t a premonition. This won’t be the route taken by all, but by the few. Reactions to recovery from this crisis will be myriad. Many will face far harder decisions, denying them the luxury of this kind of thinking. However, for those who can, this could be an exceptional opportunity.
L ATIN
opus work
L ATIN
facere do
L ATIN
OLD FRENCH
officium
office
performance of a task
Middle English
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#6
Taking on a new sector
Royal Palm Marrakech Six Senses Fairmont St Andrews
BREATHING LIFE INTO AN IDEA | MOROCCO
Royal Palm Marrakech STRATEGY + BRANDING + DIGITAL + ADVERTISING + PRINT
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CASE STUDY
ART DE VIVRE / V IL L A L IF E
C R É AT E U R D E S O U V E N I R S SHARING MOMENTS Votre villa allie un confort optimal et un style naturel idéalement pensés pour célébrer chaque instant de bonheur en famille ou entre amis.
For friends and for family, villa life is all about celebrating the good times in true comfort and natural style. LES DOMAINES / T HE NE IGHB O UR HO ODS
E S PAC E D E D É T E N T E S PAC E TO R E L AX
ESPACE ET INTIMITÉ
/ S PAC E & PR I VAC Y
Chaque villa a été conçue pour profiter aussi bien des espaces de vie intérieurs qu’extérieurs
Each villa has been designed to maximise indoor-outdoor living
OLIVERAIE
OL I V E R A IE
Terrains dès 3 500 m2 Villas de 3 à 5 suites dès 384 m2
Plots starting from 3,500 m2 Villas starting from 384 m2 3–5 bedroom homes
Orienté plein sud, l’Oliveraie est idéalement située à proximité de l’hôtel Fairmont Royal Palm Marrakech et sa salle de sport, son spa et son club pour enfants. Cette situation en fait un endroit idéal pour une résidence familiale. Proposant des vues spectaculaires sur les montagnes ou le parcours de golf, chaque villa comprend une piscine privative, un jardin paysagé et de vastes terrasses et espaces extérieurs.
Facing south, the Oliveraie neighbourhood is ideally situated close to the Fairmont Royal Palm Marrakech with its gym, spa, and kids’ club, making this a wonderful location for a family home. Situated along the southern edge of the spectacular golf course, each Fairmont Residence comes complete with a private swimming pool, a landscaped garden and ample terraces and outdoor space.
– 03 –
royalpalmmarrakech.com Watch the film > The Fairmont Residences of the Royal Palm Marrakech offer it all. The comfort of a spacious private villa, the luxury of a world-class resort, the promise of a new way of living. But when trying to sell this dream before a single building was standing, they needed our help to create a launch and marketing campaign that brought it to life for potential customers. We created a brand strategy and lifestyle campaign that used an elegant visual language and evoked both Fairmont’s signature luxury, as well as the stunning natural landscape and climate of Morocco. Evocative lifestyle
photography, a beautifully-shot and edited film, and an immersive website gave buyers a tantalising glimpse into life in The Residences, set against the iconic Atlas mountains. All of the this was done while balancing the challenge of creating a brand that at once feels both undeniably local and Moroccan, and also resonates with the existing identity of a Fairmont development. The result was a campaign that paid great attention to detail, from conceptualised interior design to photorealistic CGIs, radiating warmth and breathing life into what before was just an idea.
REACHING NEW HEIGHTS | SWITZERLAND
Six Senses ADVERTISING + BRANDING + DIGITAL + ENVIRONMENTAL + FILM + STRATEGY + PRINT
Attention to the smallest details was vital in every aspect of the campaign. saentys.com
cransmontana-residences.com Six Senses Residences Crans-Montana is the pinnacle of luxury residential property. Typically specialising in premium coastal resorts, this development, nestled in the jewel of the Swiss Alps, represented an exciting diversification for the brand. The quality of the product was undeniable, but requiring a quick turnaround and involving a high number of stakeholders, a considered and professional touch was required. The brand we created transposed the Six Senses essence to a mountain location. This involved focussing on the concept of “reconnecting with nature�, leaning on the breathtaking scenery and the variety of wellbeing benefits offered to potential owners. The resulting visual identity was at once aspirational, luxurious and exclusive. Attention to the smallest details was vital in every aspect of the campaign, so just like the asset itself, every facet was finished to the highest possible quality.
A PIECE OF HISTORY | UNITED KINGDOM
Fairmont STRATEGY + BRANDING + DIGITAL + ADVERTISING + PRINT
An exceptional opportunity to acquire the internationally renowned Five Star Fairmont St Andrews, one of the most prestigious luxury hotels in Scotland and the United Kingdom.
520 hectares of heritable estate with planning permission saentys.com
CASE STUDY
Set in a stunning coastal location, the Five Star Fairmont St Andrews is one of Scotland’s leading luxury hotel and conference offerings.
Watch the film >
We completed an investment project for property managers, Kennedy Wilson, selling the Fairmont hotel St. Andrews. Located in the heart of the home of golf, the property represented more than just a luxury five-star hotel, it was an opportunity to buy a piece of history. Having previously worked with the Fairmont brand on previous projects, we were well-positioned to tackle this unique, luxury hospitality asset. It had already been established that the target audience for the building was an ultra-high net worth individual rather than a large fund. This required us to focus on emphasising the emotional side of the proposition and build a real sense of place around the hotel. Before going to the market, a campaign in line with the quality of the proposition and the hotel’s breathtaking surroundings was required. One key facet of our campaign was to reshoot all of the film and photography. We used our experience and knowledge of capturing these sprawling destination landscapes to create a visual style that holistically captured the luxury, beauty, presence and prestige of this property. The success of our work led to the sale of the hotel within three months of going to market.
DISCOVER MORE ABOUT OUR TEAM
Back home Andreas Fux
More Europe please
New horizons
Managing Partner
Senior Account Director
Anke Kadolsky
David Blanco
After 16 years in London, Andreas has headed for the mountains and set up shop in Zurich. He will be leading this new and exciting step in our development.
Anke is spearheading many of the agency’s strategic European projects. From Amsterdam to Oslo, Berlin and Brussels, she successfully delivers campaigns with a culturally nuanced understanding of European markets.
David is constantly enlarging the agency’s offering and real estate market segments. From healthcare, to private schools, museums, Olympic capitals and more. He is ever present.
A fountain of creativity
Unleash your potential
The one and only
Davina Baroni
Michel Regueiro
Director
Myke Laravine
Art Director
Group Managing Director
Senior UX Designer
Davina’s creativity knows no limits. She has complete mastery of ideas, concepts, fonts, colours, patterns, and materials, all at super-lightning speed.
A seasoned entrepreneur and business leader. Michel has joined Saentys to facilitate and deliver the growth we know this agency and its staff are capable of. Bring on the future.
Mr. Myke has been with us longer than one can remember. He is our Reunion Island rock, a memory bank that constantly delivers amazing work.
Money bags
Constant delivery
Wizard of Oz
Patrick Kabanga
Cendrine Leroy
Rebecca Allen
If you owe Saentys money, Patrick knows who you are. He will consistently charm you to hand it over. An amazing professional we are lucky to have with us.
To say Cendrine’s projects run like clockwork is an understatement. They also look amazing and achieve their commercial goals.
Rebecca is constantly exploring and experimenting. From new colour combinations, new platforms, new ideas, to new foils and all this with a smile and a ruthless attention to detail.
Accounts Assistant
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Account Director
Senior Designer
LDN
GVA
ZRH
LYN
INTRODUCING
Saentys Zurich In the current climate, stories of expansion are rare and hard to find. So, it is with immense pride and joy that we would like to officially announce the opening of our new offices in Zurich. It will enable us to further expand our destination and real estate marketing, branding and consultancy expertise to our wonderful clients in Switzerland and across Europe. Thank you all for your support, trust and amazing projects.
NOW OPEN FOR BUSINESS
PRS
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