Richmond Icon | Swan St

One of Richmond’s most recognisable landmarks already had something no apartment development can manufacture—decades of community recognition, a heritage-listed facade, and a clock tower that had been orientating locals since 1910. What the Dimmeys site needed was a repositioning sharp enough to translate that cultural weight into contemporary residential desire. We decoded the interplay between heritage and modern living and made it the project’s defining strength—not a constraint to be managed, but the entire proposition. Rather than another apartment launch, Richmond Icon became something rarer: an invitation to own within a recognised Melbourne landmark. Heritage, lifestyle, liveability, and location—synchronised into one cohesive market position. 106 residences. Ground floor Coles. National Builders Design Award—Best Special Project 2015.

Project Scope: Brand Repositioning & Identity