When client Harrison Varma approached us with their latest development in Hampstead in summer 2015 we knew they had something special. Buxmead is an award-winning 20-unit scheme in a prime spot on the Bishops Avenue. The CGIs showed just how spectacular the final product would be. Yet there was a big story to tell between the then building site and these glossy images. When property is this prime, the pedigree, the endeavour and the attention to detail is a tale in itself.
Pulling out these stories is about getting to know your client and how they in turn serve theirs. Harrison Varma is a family firm at heart, with MD Anil Varma at the helm, his wife Marisa Varma as Director, Head of Interiors and their daughter Immy Varma heading up marketing. What impressed us about them and their team is just how much careful thought went into their end user, their lifestyle and the neighbourhood. As local residents themselves their ‘effortless living’ approach is more than a mere tagline. It really does present an exciting prospect forged through years of experience and inspiration from knowing their customers, and spotting a genuine gap in the market.
So how to bottle this devotion to both client and architecture? The personal touch was needed. This came from testimony from Marisa and Anil as well as local experts such as Stephen Lindsay from Savills and Trevor Abrahmsohn from Glentree Estates. Six short films were devised to capture the essence of Buxmead that made use of these interviews and interwove them with footage of the site in progress, CGIs and archive of other recent projects. This Phase One of the video marketing was displayed on customised Buxmead iPads, devised by London agency Sectorlight. These tablets became the prime marketing platform, preloaded with the films and additional Buxmead information, to be used by sales agents and given to serious prospective buyers.
Beeston Media Creative Director, Hamish Beeston was impressed with HV’s innovative offer:
‘Our job is to assess a scheme’s potential and get its magic on screen. It has to look wonderful, elicit an emotional response and make a connection with the viewer. Harrison Varma’s approach is already very tailored. Whilst some developments suit the big marketing suite / big screen platform, an iPad specifically loaded for you with great attention to detail, to be browsed through at leisure, reinforces the warm personal one on one service these guys deliver’.
The use of iPads also means that marketing collateral can easily be updated as the scheme progresses, saving piles of quickly outdated brochures. Phase Two was filmed in September 2016 to showcase the newly-completed communal amenities complex - a stunning 14,000 sq ft suite of games room, cinema, private dining room, residents lounge, offices and gym, pool and spa, as well as two completed apartments. Phase Three will include aerial drone filming when the scheme completes in 2017.
Editing took place in Beeston’s Bristol offices with proofing via online webstreams. It’s a workflow that works well for Immy Varma:
‘Being able to update the Buxmead app with new content remotely allows for evolving marketing collateral that is valid for the entire duration of the project. Due to the multi-purpose aspect of the device, the iPad travels with our clients and agents, and is a fantastic marketing tool that promotes word-of-mouth and 3rd party endorsement. Importantly, the iPad offering allows us to showcase film content which we believe is the best way to portray the quality, scale and complexity of our developments.’