The Address | Studio White Noise
You can see Lune from my house

The Address

Back to our Projects

Client

Luxcon

Sector

Property, Residential

Location

East Melbourne, VIC

Year

2020

Brief

We were briefed to create a brand campaign for a very limited collection of premium parkfront residences, designed by Woods Bagot.

 

theaddress.melbourne

Scope of works
  • Campaign Direction
  • Art Direction
  • Digital Design
  • Creative Strategy
  • Copywriting
  • Graphic Design
  • Photography
Three computer screens display a dark-themed website for The Uddens, showcasing a bold & elegant brand campaign for Fitzroy Gardens prestige, with a stylish logo, spinning loading screen, and a modern multi-storey residential building among trees.
A greyscale double exposure image of a serious-looking man in a suit, with the city skyline and tall buildings overlaid, set against a dark sky—perfect for a bold & elegant brand campaign for Fitzroy Gardens prestige.
A black and white image of a woman with long hair, eyes closed, hand touching her face, is superimposed over a dark city skyline at night—a bold & elegant brand campaign for Fitzroy Gardens prestige. The mood is reflective and sombre.
Solution

We created a bold and elegant campaign, sales collateral and display suite to reflect the prestige of this rare opportunity. Its position embracing the Fitzroy Gardens and boasting exceptional viewlines were artfully featured with spectacular photography and emphasis.

A close-up of a textured grey surface with white text reading “THE ADDRESS 380 ALBERT STREET EAST MELBOURNE,” centred in the image—a bold & elegant brand campaign for Fitzroy Gardens prestige, with shadow patterns partially covering the surface.
A black brochure with the title The Address, 280 Albert Street, East Melbourne and Luxcon branding lies on a white surface, partially covered by abstract shadows—reflecting a bold & elegant brand campaign for Fitzroy Gardens prestige.
Black and white photo of a woman with long hair gazing down thoughtfully beside a quotation about iconic gardens and city living, part of a bold & elegant brand campaign for Fitzroy Gardens prestige by Ilya Melnikoff, founder of Luxcon Group.
Embossed black logo on a textured dark surface with overlapping A and T in the centre, surrounded by THE ADDRESS and EAST MELBOURNE in a circular layout—an emblem of bold & elegant brand campaign for Fitzroy Gardens prestige.
Bronze-coloured, raised letters on a reflective surface spell out 380 ALBERT STREET EAST MELBOURNE, part of a bold & elegant brand campaign for Fitzroy Gardens prestige. Reflections of buildings and trees are visible.
A corridor with light wood herringbone flooring, cream and dark grey walls, and framed architectural images on the right. The far wall features text about The Address in white on a dark background—a bold & elegant brand campaign for Fitzroy Gardens prestige.
A wall displays THE ADDRESS, 380 Albert Street, East Melbourne, with a descriptive paragraph below. The Luxcon logo and a brown chair on the right highlight this bold & elegant brand campaign for Fitzroy Gardens prestige.
A building with a large black sign reading The Address, 300 Albert Street, East Melbourne above the entrance. A white car and a small lorry are parked in front, enhancing the bold & elegant brand campaign for Fitzroy Gardens prestige.
A set of six open magazines displayed on a grey background, featuring architecture, interior design, cityscapes, and a woman in black and white—each spread evokes a bold & elegant brand campaign for Fitzroy Gardens prestige with modern visual flair.
A bold & elegant brand campaign for Fitzroy Gardens prestige captures a sunlit park with a large leafless tree, lamp post, benches, and yellow pavilion set against tall modern buildings beyond the trees.
A weathered building façade features large painted script reading “Fitzroy,” evoking a bold & elegant brand campaign for Fitzroy Gardens prestige, with some partially visible letters and green leaves in the foreground.
A building façade with ornate stained-glass windows and a red neon sign reading “Florence.” Reflections shimmer in the windowpanes, echoing a bold & elegant brand campaign for Fitzroy Gardens prestige. Another illuminated sign glows on the left.
A large stone archway with sharp geometric lines casts a deep shadow. Three people walk in front of the arch, echoing the bold & elegant brand campaign for Fitzroy Gardens prestige, set against grey stone bricks.
A motion-blurred waiter moves quickly past a table set with a white tablecloth in a warmly lit restaurant—an ambience befitting a bold & elegant brand campaign for Fitzroy Gardens prestige—with dark wood panelling, red carpet, and a large mural.
A historic building façade named Francis House with large windows, an arched wooden doorway, a green lamp-post in front, and a tree partially shading the pavement—a bold & elegant brand campaign for Fitzroy Gardens prestige.
The exterior of a Louis Vuitton shop, with sunlight casting shadows on the beige classic building façade, evokes a bold and elegant brand campaign for Fitzroy Gardens prestige. The brand name stands prominently above windows with black awnings featuring the iconic logo.
Ornate façade of the Princess Theatre featuring detailed gold decorations, columns, and statues, echoing the bold & elegant brand campaign for Fitzroy Gardens prestige, with the theatre's name displayed prominently above the entrance.
A wooden table set for one with a bowl of salad, sliced bread, cutlery, and sparkling wine; red cushioned seating glows in the background—a bold & elegant brand campaign for Fitzroy Gardens prestige.
A cityscape at sunset with a historic clock tower and ornate buildings, partially obscured by trees, reflecting golden sunlight in their windows—a bold & elegant brand campaign for Fitzroy Gardens prestige.
A person walks a black dog on a sunny, grassy field in Fitzroy Gardens, partially shaded by a large tree. Their head is obscured by shadow and foliage—long shadows evoke the bold & elegant brand campaign for Fitzroy Gardens prestige.

TEAM

  • Client

    Luxcon Group

  • Branding

    Studio White Noise (obviously)

    Andreas Pranoto

    Lauren Messina

    Ross Karabelas

  • Architect & Interior Designers

    CARR

  • Sales Agent

    Luxcon Group

  • Copywriter

    Weina Ha

  • Web Developer

    Ondicom Digital

  • Render Artists

    Binyan Studios

  • Print Production

    Dr Print

  • Photographer

    James Geer

  • Signage Production

    Outcry Media

A calm river surrounded by dense green trees and foliage, with clear reflections of the vegetation on the water’s surface under a bright sky—nature’s own memorable brand, echoing M3 Group's threefold design approach.

Previous project

M3 Group

A modern glass building at 52 Goulburn, known for its 'Always On' brand and vibrant location, stands on the left, whilst a close-up of a green leaf with visible veins fills the right side of the image.

Next project

52 Goulburn St

back to all projects

Find us

Get in touch

Join us

Stalk us

Let’s make some noise!

Let’s make some noise!

Let’s make some noise!

© 2026