Lumi Prestige

From the significance of light to “The City of Light” Lumi Hanoi

In Eastern cultures, light is often associated with hope, new beginnings, warmth, and tranquility. Inspired by these profound meanings, CapitaLand Development has brought to life Lumi Hanoi, a vibrant “City of Light” that serves as both a dynamic connection hub and a peaceful sanctuary that fosters a sense of belonging.

In early 2024, Lumi Hanoi made headlines in the Western real estate market with the launch of its first phase – Lumi Signature. Comprising five towers, Lumi Signature is divided into two sub-phases inspired by the sun (Sole) and the moon (Luna), each showcasing its unique identity.

Following the successful Phase I launch, where over 2,000 units were registered within just four hours, Lumi Hanoi introduced the next phase, Lumi Prestige – a “premium living experience” that offers a diverse range of apartments, including a four-bedroom layout designed for multi-generational families. With an expanded collection of facilities now totaling 88, Lumi Prestige creates an immersive “staycation” experience right at home.

As the exclusive branding partner for Lumi Hanoi in this phase, The Woodpecker Studio (TWS) faced the challenge of effectively communicating the artistic living essence of Lumi Prestige while ensuring alignment and harmony with the overall light concept, aiming to inspire and elevate the brand.

Lumi Prestige – Elevate radiant living

To tackle this challenge, TWS adopted a distinctive approach. Drawing inspiration from the story of light at Lumi Hanoi, TWS employed the imagery of a cubic prism to provide a deeper, more reflective perspective on Lumi Prestige, the project’s high-end segment.

In TWS’s vision, Lumi Hanoi is likened to a prism that refracts light. As such, the phases of Lumi Signature and Lumi Prestige represent unique facets of light, each embodying its beauty. Lumi Signature shines with a sparkling, radiant lifestyle – harmoniously blending sunlight and moonlight – while Lumi Prestige reflects the vibrant depths of the auroras, a “rare” light visible only when night envelops the Earth.

The tagline “Elevate radiant living” captures the essence of living at Lumi Prestige: Amid the bustling energy of Hanoi, residents are offered a tranquil, artistic lifestyle, immersed in the beauty of flowing auroras that inspired its creation. 

The key message, “Tranquility from privacy within” reflects Lumi Prestige’s strengths. Located in a more secluded area than Lumi Signature, it provides residents with a tranquil retreat – an elusive luxury in today’s hectic world.

Where enchanted Northern Lights enhance the living experience

TWS created a unique and cohesive visual identity, including a comprehensive visual system, color palette, corresponding patterns, and the key visual.

Inspired by the colors of the auroras, the palette interweaves warm hues that highlight the phase’s enchanting beauty. Capturing the mystical essence of the aurora phenomenon, the patterns feature vertical lines reminiscent of shimmering rays of light across a serene night sky, arranged to evoke a sense of movement and flow.

To enhance user experience, TWS developed an elegant yet minimalist brochure and website for Lumi Prestige, ensuring easy access to information about the project and its standout amenities. The design content is not only captivating but also effectively communicates the core values of the phase, enabling potential clients to appreciate the distinctiveness of Lumi Prestige as their future home.

Achievements

Thanks to a compelling branding strategy and a striking visual identity, TWS has successfully articulated the positioning of “Elevating the Radiant Living Experience” for Lumi Prestige within the broader narrative of the “City of Light.” This campaign has left a lasting impression on clients, contributing to Lumi Hanoi’s success, with over 3,100 apartments sold in Phases I and II.