Located at 380 Lonsdale Street, 380 Melbourne is a luxury, mixed use development consisting of 728 apartments and 312 hotel rooms within its two towers. As with all Elenberg Fraser projects, the architecture and interior design of 380 Melbourne are sensory—an expression of unique identity that residents will feel, as well as see. It is evident in the synthesis of colour and texture throughout the building’s lobby, and the grand sense of arrival it creates.

Building on this conceptual approach the marketing material sought to express the lusciousness and elegance of the development. The architectural narrative took its inspiration from a text by DH Lawrence; ‘Every fruit has it’s secret. The fig is a very secretive fruit.’ The skin of a fig conceals an interior which reveals rich, luscious, jewel like detail glistening within. The marketing material evolved this conceptual approach utilising subtle, tactile finishes externally revealing deep, luxurious, immersive hues within to reflect the experience of the architecture.

Brady Property Group

Brand identity
Marketing collateral
Art direction
Display suite signage
Exhibition displays
Experiential curation


Rob Sweetten
Earl Carter

Consultant team: 

Elenberg Fraser

Video production: Binyan