Vue

Sammut Group is a full-service luxury property development company. They elevate industry standards and expectations by applying principles of superior design and construction to residential, commercial, retail and hotel precincts from coast to coast.

With a primary focus on strengthening their luxury property development arm and diversifying the company into other lifestyle businesses, the group is creating new standards of experiential luxury through major residential, commercial and hospitality-centred projects. This business core rings true in Vue, their latest project, an oceanview luxury mixed-use precinct in the heart of Cronulla. 

Offering intricately designed apartments, deluxe amenities and streetfront dining and retail, Vue, designed by PBD Architects, will be pivotal in generating economic investment in the heart of Sydney’s Southern beaches.

Vue is set to be a catalyst project for Cronulla. 

Transforming the iconic Kingsway, this development will create public engagement with the surrounding pedestrian streetscape. It will be a place that goes beyond premium homes, delivering a harmonious interplay between the built environment, individuals, and local communities. Beautifully positioned in the heart of Cronulla, Vue is a residential, retail and commercial precinct of coastal luxury. 

Having previously worked with Sammut Group, PBD Architects and Highland on multiple award-winning projects, our team at TOAST was brought onboard to craft the Place Vision, Place Thinking, Brand Footprint and Visual Identity of this destination. 

Founded on deep strategic research, immersing ourselves in the consumer market, insights and beliefs, and analysing market trends and competitors, our team understood that this place branding needed to be suave yet understated, showcasing its luxury lifestyle offering whilst seamlessly integrating into the locale.

TOAST’s passion is creating brands for places which become destinations for years to come. With a deep understanding of the marketing fundamentals of the property industry, we craft strategic brand platforms built for success.

Sammut Group’s Vue embodies the lure of understated luxury. Comprising designer apartments across 8-storeys, state-of-the-art facilities, and curated retail boutiques including one of Sydney’s largest Harris Farm Markets, it is the intersection of splendour and contemporary convenience. A place where coastal luxury meets urban grandeur, it is a destination that is set to define Cronulla. 

The vision for this site was to create a lifestyle unlike anything ever seen before in Cronulla, a ‘one-of-a-kind’ interwoven expression of the best aspects of a coastal lifestyle harmoniously combined to create an iconic statement for the future. 

Building on this vision and the development’s underplayed sophistication, our team crafted the Big Idea ‘The Perfect Blend’; marrying luxe living with urban simplicity and seamlessly integrating resort-style amenities into contemporary dwellings, Vue is an interwoven expression of the best aspects of ocean view living, harmoniously combined with contemporary urban charm. This brand philosophy speaks true to Sammut Group’s mission to deliver an elevated design vision achieving the perfect harmony between the building forms, the people, and the natural world of Cronulla. 

Mirroring PBD’s architectural approach and Mim Design’s interior visualisations, our designers worked closely with Sammut Group to craft Vue’s brand identity as an amalgamation of attributes and cues inspired by its coastal location. The sense of expanse and perspective, the cultural connection and the ripple effect of the tides all combine to create landmark influences that radiate across the landscape, as reflected in Vue’s name and timeless visual identity.

The identity became a creative launchpad for amplification of a sophisticated suite of lead generation and sales support elements including a luxurious coffee table book, a brochure suite, digital and physical advertising campaign, website and digital-led display suite fit out, produced in close collaboration with sales agents Highland, PR team Left Field and marketers The Collective Co.

A cornerstone of the creative campaign and marketing materials was sophisticated lifestyle photography and video content, directed and produced on location by TOAST. Showcasing the effortless luxury of coastal living, a two-day photoshoot captured a series of vignettes from yoga at dawn to cocktails at dusk with dozens of spontaneous moments enjoying salt, sea air and sun in between. 

Result

Inspired by nature, infused with luxury, engineered for lifestyle; Vue is an elevated vision achieving the perfect blend of coastal and urban style, setting a new benchmark for coastal living.