New Coda Building Uses Celebs To Entice Younger Buyers
In an unusual marketing tool for York Road launch
The developers of the latest new high rise making its mark on the Wandsworth skyline - York Road’s Coda Building – aim to set their project apart from the crowd with a first of its kind marketing scheme.
Avanton, which tags itself as a progressive London property developer, has celebrated the launch of its £120 million mixed-use site by treating a selection of reality TV stars, models and influencers to a no expense spared stay in one of Coda’s luxury apartments. In return, Avanton is hoping for endorsements from a combined pool of over five million Instagram followers.
Love Island ‘s Eyal Booker and his girlfriend Delilah Belle Hamlin (actor Harry Hamlin’s daughter), Kate Moss’s younger sister Lottie and Made In Chelsea’s Jemima Rhys were among the guests sampling an overnight stay in one of the 130 luxury apartments. In return they posed for publicity photos.
Eyal Booker and Delilah Belle Hamlin pose in one of Coda’s apartments
Coda forms one part of a large island site which will also house the new headquarters of the Royal Academy of Dance when it moves from its more cramped facilities in Battersea Square. The apartments have been built on the former Homebase store site, which was sold to the developer in 2014 for £57 million, and will offer the ‘standard’ luxury hotel amenities such as a 24-hour concierge, a hotel-style lobby, a fitness studio, private landscaped gardens and a residents’ lounge.
Avanton CEO, Omer Weinberger, said, “The celebrity “test drive” at Coda was an eye-catching way to launch and promote the newly finished apartments… celebrity and influencer social media driven property marketing is very sophisticated in locations such as Los Angeles, Miami, Monaco and New York. London and other European cities are playing catch-up, and this type of exercise will become standard practice over the next few years in the UK.”Drawing inspiration from nearby Battersea Park, interiors have been decorated in neutral tones of green, brown and blue. Coda’s one, two and three bedroom apartments are currently being marketed for private sales at prices between £500,000 to £1,500,000. Help-to-Buy studio apartments are also available at an as yet unspecified price as part of the development’s affordable housing strategy.
November 24, 2020