Nueva launches multichannel campaign for The Chedi Penthouses
The Nueva agency created the multichannel campaign «The Chedi Gems» for the luxury real estate project at The Chedi Andermatt hotel.
After winning the pitch, the agency realized the complete branding for the exclusive penthouses on the top floors of the hotel on Klausstrasse in Zurich Seefeld, as well as the website, a film and print advertising materials. The challenge was to appeal to "ultra high net worth individuals" from all over the world.
The spaces are currently still under construction. To show what the buyers could do with their space, five different interior design lines were planned and visualized by the client Property One.
The agency's task was to create a visually and emotionally appealing brand from the five parts that unites these five different concepts and highlights the exclusivity of the penthouses. "Anyone who buys one of the spaces can not only enjoy the numerous benefits of The Chedi hotel in addition to their penthouse, but also belongs to a highly exclusive owners club" says Christian Gees, Head Investment & Product Solutions at Property One.
The Chedi Gems" brand
Mountain Crystal, Olive Jade, Black Tourmaline, Rose Crystal, Tiger Eye Nueva visualized the design concepts using five selected gemstones, the "The Chedi Gems". The individual design of each line created its own mood, which is reflected in all advertising materials and is intended to help interested parties achieve their individual style ideas. The aim was to inspire potential buyers from all over the world in equal measure and to offer them a platform for their very own realization.
A brochure in a special format was created and produced for mailing to interested parties from all over the world. Visual accents were set to emphasize the exclusivity of the penthouses.
A Gem's Journey
The film "A Gem's Journey" shows the story of Samih Sawiris, how he found a true treasure in Andermatt, recovered it and now makes it available to his guests. Transferred to the penthouses, the saga is told on the basis of rock crystals from the Gotthard massif, which served as a template for the brand and its expressions.
The Website summarizes the holistic concept. The 360-degree virtual reality room tour brings the Chedi Gems to life.
Responsible at Property OneChristian Gees (Head Investment & Product Solutions), Tobias Ackermann (Head Interior Design), Nadia Smaldore, Anna Bickel (Communication & Marketing), John Iseli (Project & Asset Management). Responsible at NuevaRemo Brunner (Managing Partner), Thomas Ammann (Text, Concept), Donatus Grütter (Brand Strategy), Jonas Hermann, Daniel Nussbaumer (Art Direction), Stéphanie Zeller, Susanne Baker (Senior Consultants); Jan Bauer, Frank Matuse (Development). Responsible at Valencia CommunicationNina Hermann, Corinne Winter (project management), Yves Bucher, Carol Gross (polygraphy), Michael Wenk (art direction), Saskia Weissenberger (graphic design). Responsible at Trickstoff (production consulting)Patrick Christoffel. Responsible at Visualpark (Film): Alex Kleinberger. Responsible for Pulk (animation of the Gems)Florian Baumann. Other service providers: Space Gliders, Indivizuals (renderings), 3W - What a Wonderful World (Mystic Mountains footage).
