Official: The Woodpecker Studio selected as Lumi Hanoi’s Exclusive Marcom Creative Partner

Lumi Hanoi – one of signature residential projects by CapitaLand Development (CLD) in western Hanoi – has officially selected The Woodpecker Studio (TWS) as its exclusive creative partner for marketing communications.

Lumi Hanoi – A radiant way of living

Developed by CapitaLand Development (Vietnam), a subsidiary of CapitaLand Group – one of Asia’s largest diversified real estate developers, Lumi Hanoi promises to redefine urban living of Hanoi. 

This project, boasting a total gross development value of about S$1 billion (approximately $760 million), will be the first residential project in Vietnam designed by the renowned French architect Jean-François Milou, founder of studioMilou. Milou’s architectural brilliance, evident in prestigious projects like the Cherbourg Gare Maritime Museum (2002), National Gallery Singapore (2015) or Da Nang City Museum (2024), will undoubtedly translate into an exceptional residential experience at Lumi Hanoi. 

Spanning a total land area of 5.6 hectares, the development will comprise approximately 4,000 units across nine towering structures ranging from 29 to 35 stories. Therefore, residents can expect a diverse selection of residences, from one-bedroom to four-bedroom units, alongside duplexes and penthouses.

Ronald Tay, CEO of CLD (Vietnam), affirms Lumi Hanoi’s significance, stating, “Positioned as one of CapitaLand’s signature residential projects, Lumi Hanoi will continue our commitment to sustainable urbanisation, delivering expertly crafted living spaces and amenities that meet the aspirations of discerning homebuyers.” 

Creative spark with The Woodpecker Studio

In their quest to bring Lumi Hanoi to the forefront of the real estate market, CLD has enlisted the expertise of The Woodpecker Studio (TWS), a creative agency excelling at branding, marketing and design in the real estate & hospitality industry.

For over a decade, TWS has consistently elevated the visibility and desirability of leading players in the real estate and hospitality industries like LOTTE Hotels & Resorts, Meliá, BRG Group, Vinhomes and Vinpearl. Moreover, our proven track record, coupled with a deep understanding of the Vietnamese market and its audience, positions us perfectly to empower Lumi Hanoi towards success.

TWS’s expertise extends far beyond crafting captivating visuals. Furthermore, our in-depth knowledge of consumer behaviors, preferences, and local trends within Hanoi allow us to tailor strategies that resonate with potential residents. This market-driven approach ensures that Lumi Hanoi is effectively positioned to capture the interest of those seeking a truly radiant lifestyle.

Additionally, beyond market understanding, we possess a remarkable ability to interpret and amplify Lumi Hanoi’s core values. TWS’s creative campaigns seamlessly integrate with the project’s architectural concepts and the lifestyle it promises, ensuring a cohesive brand identity that resonates with prospective residents.

Our strategic “guiding light” for Lumi Hanoi

As the exclusive marcom creative partner for the project, TWS assumes a pivotal role in guiding the project’s marketing and communications strategies, including:

• Omni-channel creative strategy: Develop a comprehensive creative strategy encompassing both PR, social media, advertising, event concepts, and other relevant channels to maximize brand exposure and engagement.
• Content planning and production: Generate content and visuals on both PR and social media channels, and responsible for social platform management to ensure a cohesive and engaging brand message across all touchpoints.
• Transcreation: Adapt content into multiple languages to ensure authentic connection with both local Vietnamese residents and international audiences seeking their own homes in Hanoi. 

Embarking on the journey to illuminate the west of Hanoi

The sheer scale and ambition of Lumi Hanoi demand a strategic partner with the capabilities and vision to execute a truly standout project. Therefore, The Woodpecker Studio, a creative agency with a proven track record and a deep market understanding, perfectly aligns with Lumi Hanoi’s vision. 

Furthermore, our expertise promises to elevate Lumi Hanoi’s brand coverage and communication across various platforms, ultimately assisting CLD in realizing its vision of bringing a radiant way of living to the west of Hanoi.

As we embark on this extraordinary journey, stay tuned to witness the unveiling of a light masterpiece that promises to redefine sustainable urban living.