i
Last week, was of course, the unveiling of the iPad, Apple’s biennale Next Big Thing.
However, on a more local note, last week also featured another product launch: the iLoft, or 85 Waterloo Quay. Normally a property development isn’t pitched as a ‘product’, but in this case the cue comes straight from the developers themselves. Their promotional effort is certainly prolific, boasting not one, but two websites, a twitter account, and a (now defunct) webinar.
For all its enthusiasm, the general voice of their marketing appears ill-considered. As with Apple, their choice of name suggests either naive ignorance, or an arrogant attempt to generate buzz. Given the gaudy slogans and colours spread across the iLoft promotions, Conrad Properties seems to have gone for the former.
If you can get past the absurdity of labeling a building with a prefix popularised by consumer electronics, iLoft serves as a decent description of the building and its inhabitants. The development features 288 units, with the majority being approxmimately 41m2. This size — and the i —indicate the target market: the young professional.
Each of these units is distributed across two levels. The architects — ArcHaus — used a similar loft layout in their design for Tattoo, and its good to see this approached repeated.
The Archaus website…