Rydon opens a public exhibition for housing development sales
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On 18th September developer Rydon opened its public exhibition, Mettle & Poise, a new joint project with housing provider Family Mosaic in Hackney.
The branding and marketing work has also played a key role in reassuring local residents that this redevelopment of the former Queen Elizabeth Hospital for Children will enhance, not overwhelm, the history of this important site.
In 2013 property developer Rydon and social housing specialists Family Mosaic gained planning permission to convert the hospital into 188 new homes. A mix of private, shared ownership and social rental properties, each of these homes will have its own outdoor space, whether it is a terrace, a balcony or one of the two courtyard gardens
The marketing brochures are given an editorial feel with articles on “Best Old Man’s Boozer” and other in-the-know detail, giving potential buyers a sense of the history of the site and a feel for day-to-day life in the gritty East End of London. Additionally, a ‘lifestyle movie’ from the model shoot and footage of the surrounding area is shown on the website.
“Early on we realised that this building is a big part of local history and the brand must communicate its heritage as well as the modern improvements that will make this such a fantastic place to live.” says Rob Willmott, director of me&dave, the branding consultancy Rydon brought on board to help it communicate this development to the public.
Results have been good, at an investor/early bird evening 58 properties were released, of which over half sold at the event, and since then around 60 have already been bought.
“We’re very pleased with the result,” comments Tom Rigby, development director at Rydon. “The sales have gone really well so far, with just a few penthouses and duplexes left,” these remaining 50 or so private homes are expected to be sold soon the exhibition held on the 18th, and then the remaining shared ownership properties will be released in spring/summer 2016.
