Der
Brief:
V.IEW ist eine Luxusimmobilie über den Dächern Wiens. Der Markteintritt sollte kein klassisches Immobilienmarketing sein – kein Exposé, keine Hochglanzbroschüre. Stattdessen: kulturelle Inszenierung. Eine Künstlerin lebt und arbeitet vor Ort, malt in den Räumen – und macht den Ort über ihre Arbeit erfahrbar. Den Abschluss bildet ein kuratierter Launch als Gesamterlebnis.
Unsere
Rolle:
Brand-Konzept, Narrativ, Kommunikationsführung, Experience-Design & Launch-Dramaturgie.
Jahr:
2024
Social:
Partner:
"No exposé. No glossy brochure. Instead: an artist, a studio, a private viewing. And a property you won't forget."
Why did we enjoy this project so much?
V.IEW is the project that most clearly demonstrates what we mean when we talk about communication as an experience. Luxury real estate is usually marketed in the same way: large pictures, elegant fonts, empty superlatives. We did the opposite.
We used the property as a stage and built an artist-in-residence program around it. An artist lives and paints on site. Those who want to experience the place experience it through atmosphere, encounters, and the artistic process – not through square footage measurements.
The communication follows this logic: announcement, ongoing insights, curated invitations, open studio visits, and a vernissage as the highlight.
To this end, we specifically invited opinion leaders, members of the press, and relevant multipliers from our network – because desire isn't created by volume, but by the feeling of being invited. V.IEW is not a real estate project. It's a cultural project that sells a property.
