Overview

Nose to Tail were engaged to reposition the Century City Walk and Novotel in Glen Waverley, and market these spaces for a commercial sales campaign conducted by CBRE and Savills.

Our strategy was to develop a place brand for the two assets. Leveraging the weight and legacy of the Century brand across the world, we named the precinct Century City. The new name is a shortened version of the shopping centre name – Century City Walk – and introduced a fresh sense of scale and aspiration for the precinct.

The brand identity was created to portray a mixed-use lifestyle and entertainment precinct; a space brimming with energy, activity and elegance, targeted towards a predominantly Asian market.

The campaign has recently closed achieving multiple offers. The sale of the assets is expected to be completed in the coming weeks.

Client

CBRE & Savills

Year

2019