Grosvenor Place

Copywriting (website and print ads) thanks to Frost*collective.

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Designed in the 1980s, Harry Seidler’s Grosvenor Place is an iconic piece of architecture. By shifting public perceptions of the location, Frost* drove market re-appraisal and opened up new opportunities for stakeholders.

Grosvenor Place's architectural pedigree presented an opportunity to highlight the building's cultural and historical benefits to the business community. The client’s vision was to position Grosvenor Place as a destination anchored in culture. This would elevate its occupants, sell the benefits of being in a historical precinct and respond to the rapidly changing property market.

As part of a strategic repositioning assignment, Frost* created a logo based on an abstraction of the building's form. By embedding the architect’s signature it gives Seidler deserved recognition as a significant contributor to Sydney's architectural landscape.

Grosvenor Place has elevated its brand by balancing heritage and disruption - a powerful statement capturing the attention of the public and potential tenants. It prompts conversations and deepens the community's understanding of Seidler's genius. The communication strategy drove the new positioning through PR, brand experiences and events.