The headlines have a slightly ironic tone, and the texts are short and objective. They consciously avoid using industry clichés and blanket terms, which clearly sets them apart from other real estate communication. The campaign was implemented in a wide range of media – including brochures, ads and on the website.

The Iconic Awards – the first neutral international architecture and design competition that focuses on how the disciplines interact. It acknowledges visionary architecture, innovative products and sustainable communication from all fields of architecture. The award ceremony will take place at the BMW Welt on 6 October 2014.