From pipe dream to purchase decision
Project developer Groß & Partner also called on the expertise of Ippolito Fleitz Group to sell the 242 apartments in the T3 tower. With our experience in designing real estate sales centres in China, we have demonstrated how to sell residential property using a complex, spatial customer journey, which is designed as a journey through dreams and desires. Ippolito Fleitz Group was commissioned by Groß & Partner to realise one of the largest marketing lounges in the German residential property sector. Until construction of the FOUR is completed, the suite serves as a physical touchpoint, rendering the finished project tangible today. The suite is located in a building with a direct view of the FOUR construction site. Here potential customers can inhale the atmosphere of the city and feel the aura of an apartment with a view.
The FOUR brand guidelines and corporate design, developed by Frankfurt branding agency hauser lacour, were physically transferred into the space when designing the FOUR Suite. Their polygonal structure can be found in various elements, thus consistently extending the brand through media and space. The reception counter that greets you at the entrance is polygonal, as are the podiums and showcases in which the architectural models are displayed. For the zoning of individual areas, polygonal surfaces are folded up at right angles or flagged by multi-cornered ceiling elements. Finally, the core message “Live the city” runs through the space through inspiring texts, wall graphics and digital media, forming a separate narrative in the space.
Plan your dream home
Upon arrival, potential customers can wait in the lounge or explore the tower landscape of the FOUR by means of architectural models. After that, you depart on a personal voyage of discovery. The customer journey leads seamlessly into the individual room typologies. Unlike fully furnished model apartments, they are kept deliberately abstract. The idea is not to replicate particular living situations, but to convey a spatial mood, which leaves free space for your own lifestyle ideas. Thus the suite is not only designed to sell apartments, but to make a lifestyle promise and sketch out visions for your own dream apartment. Ippolito Fleitz Group has developed an extensive product catalogue for all the basic fittings included in the purchase price, which can be used to adapt individual areas to individual customer needs. Sample tables and dedicated wall and floor surfaces allow customers to experience the materials world visually and haptically. The suite thus becomes a configurator for your own four walls – and floors.
The future is virtual
A fully functional show kitchen can also be used to stage events. And of course it’s always easier to dream with a glass of fizz in your hand. A VR experience completes the customer journey, rendering all your dreams visible and tangible. All apartment floorplans can be explored virtually – including simulated views of the famous Frankfurt skyline. And if your own imagination coupled with these virtual images are still not sufficient to create your dream apartment in the clouds, the FOUR Suite is also designed as the symbolic calling card of the interior architects at Ippolito Fleitz Group, who are more than happy to assist you with specific planning of your future home.
In the FOUR Suite, a harmonious and sensual atmosphere is created from materials, layers and surfaces. The spatial narration is complemented by motivating messages, designed to convince potential customers to make their dream home come true – right here, right now.