Lumi Elite

As the concluding piece of the “City of Light”, Lumi Elite features a secluded location comprising two towers with 697 units, offering a range from one to three bedrooms, including exclusive four-bedroom duplexes and penthouses. With the lowest apartment density in Lumi Hanoi, Lumi Elite promises a personalized and private living experience for each homeowner. All bedrooms are designed with full-height glass windows, maximizing natural light and providing breathtaking views of the city skyline. 

Positioned in the uppermost market segment, the brand narrative and identity must intricately reflect the luxury and sophistication inherent to Lumi Elite. The first phase of the project, Lumi Signature, embodies a radiant way of living that harmonizes sunlight and moonlight, while Lumi Prestige exudes refined elegance with the deep, ethereal colors of the aurora – an extraordinary phenomenon that graces the night sky. The challenge for The Woodpecker Studio (TWS) is to articulate the unique essence of Lumi Elite.

Lumi Elite – Radiant living at its finest

In addressing this challenge, TWS drew inspiration from the historical allure of stars. For millennia, humanity has been captivated by the shimmering beauty of celestial bodies, which have guided explorers and inspired dreams of discovery. Stars not only illuminate the night but also symbolize navigation and connection to the universe.  

Thus, TWS positions Lumi Elite as the embodiment of an everlasting spectrum of light, guiding residents back to their true essence. Steadfast and timeless, Lumi Elite serves as a reminder that, after a journey of exploration, there exists a guiding light that supports each resident in their quest for ultimate tranquility – an inner peace that resides within us all.

With this unique approach, TWS crafted a cohesive and distinctive brand identity that vividly reflects the core values of the project. By fostering a profound emotional connection with the target audience, TWS enhances the brand experience while firmly establishing Lumi Elite’s esteemed position in the marketplace.  

The phase’s tagline – “Radiant living at its finest” – encapsulates the elevated essence of luxurious living, highlighting its premium positioning within the “City of Light”. Complementing this, the key message “A sanctuary for introspection” reminds residents of the comforting embrace of a space that harmonizes with nature, a haven where they can find respite and awaken their inner selves.

Lumi Elite – Where stars illuminate exquisite experiences

Inspired by the enchanting night sky, Lumi Elite’s color palette features rich, dark tones that evoke an air of mystery and sophistication. The design elements, akin to stars in motion, reflect the celestial beauty woven into the very fabric of Lumi Elite.

The key visual imagery for Lumi Elite captures the opulence of a living space bathed in starlight, showcasing the harmonious interplay between light and shadow to accentuate the phase’s unique character.

Emphasizing a high-end lifestyle, each sales document is intelligently structured, utilizing strategic whitespace to create a balance between text and visuals, effectively engaging the audience’s interest.

Achievements

The unique brand identity not only solidifies Lumi Elite’s distinguished presence in the real estate market but also fosters trust and connection with potential clients. Clearly articulating the premium positioning of the phase, Lumi Elite has successfully captured the attention of discerning buyers.  

This success is reflected in impressive sales figures, with Lumi Elite achieving 678 out of 697 units sold. To date, the project boasts a remarkable 99% sales rate (3,921 out of 3,950 units). The two-bedroom and three-bedroom units have proven to be particularly popular, resulting in their complete sell-out.