EFFECTIVE ADVERTISING
Collaboration is a process of joint activity of two or more people or organizations of any field to achieve common mutually beneficial goals. Collaboration provides for the exchange of knowledge, training, and achievement of agreement
Smart Hero Group & Giorgio Armani
The developer from Beijing invited famous designers to create premium-class apartments. Inspired by traditional Chinese landscapes, Giorgio Armani's team created an eco-friendly project where skyscrapers are mountain peaks, offices are mountain slopes, residential buildings are ridges, and all this is surrounded by classic landscape elements such as forests and lakes.
An excellent example of collaboration in the segment of luxury and exclusivity.
KR Properties & Lalique
Another example of combining luxury brands, but this time in Russia. Kuznetsky Most 12 does not just use separate decor crystal items by Lalique (France) but conveys the brand’s ideology and even includes its name in the project title.
The main law of successful collaboration is a single philosophy and common values of brands: so and in no other way a comprehensive relationship arises between the partners leading to a powerful effect on the target audience.
KORTROS & VOLKY
For the first time in Russia, a fashion designer created a collection inspired by a real estate facility.
The protagonist of the idea is the hero of the HEADLINER Residential Neighborhood collection, a successful enthusiast being in a continuous movement forward and bringing to life their brightest ideas.
The fashion show was held in the framework of Moscow Fashion Week with the participation of celebrities – Maria Pogrebnyak, Ayza Anokhina, Ilya Bachurin, Katya Clap, Omar Bayramov, Irina Toneva, Alexander Popov, and others.
PIK & IKEA
In early spring, PIK, a real estate developer, announced the sales of apartments with IKEA furniture. The interiors are designed by professional architects and take into account the variety and features of the developer's planning options.
Thus, the developer meets the needs of its customers and strengthens its position in the competitive mass housing market as the loyalty of the Russian audience to the Swedish retailer is high. We can't say it is a comprehensive example of collaboration because IKEA only acts as a seller, but this is definitely a good example.
By the way, other developers like A101 and MR Group also cooperate with IKEA: their customers receive a 50% discount on the services of the Swedish brand.
Developers & Developers
Sometimes collaboration gets an unexpected character. At the end of last year, 6 Tyumen real estate developers decided to unite. Now, ZAVOD ZHBI-3, ENKO, MERIDIAN CONSTRUCTION, DOM, INCO and K, and TIS are a team with their representatives on the single site in the center of the city.
The advantages for the client are clear: without wasting time, you can study the offers of a dozen developers and apply for a mortgage at once.
Now, in addition to sales of apartments, the Gallery of Developers holds on its site activities for residents of the city: for example, a psychologist seminar and a lecture on collection design took place there. It is not yet clear whether it supports sales or not.
AFI Development & British Higher School of Art and Design
Students of BHSAD developed the concept of the common area interiors for the two buildings of Residence of Architects Club Block. The students presented several concepts but to determine the best one, the developer announced an open voting contest on the residential project website. In addition to free ideas, the developer received "karma points" for its social activities.
BI Group & team of experts
Collaboration can be organized to implement the search for a problem solution and implementation of a specific goal, as it was in our case story on integrated approach to solving a problem and a 360° view of the task.
BI Group, the leading developer of Kazakhstan, set a task for us: to elaborate conceptual recommendations for the development of its residential real estate projects. We decided to create a consortium of specialists involving experts from related fields who could bring into the project their vision, share their achievements, generate ideas based on modern world trends and proven Russian practices.
The experts proposed solutions which, first of all, met the needs of potential customers, second, were adapted to the features of the developer’s product, and third, were unique for Kazakhstan. For example, if we talk about playgrounds, here the emphasis was made on dynamic and multifunctional systems which help children adapt to the urban environment.
Forum Group & Baldi
It's about cooperation between Forum Group, a real estate developer, and Baldi, an Italian brand producing exclusive accessories for homes using precious stones and rare rocks.
For XXII Carat Club Villas premium neighborhood on the Palm Jumeirah, Baldi manufactured several bathtubs worth $1,000,000 carved from a single 10-ton Amazonian rock crystal. The bathtubs are not faceted on the outside and, like rough diamonds, highlight the natural beauty and shape of the shimmering crystal.
Collaboration is a great tool for working with a product which can bring an effect multiplied by 2, 3, 4… However, developers rarely opt for it, although there are plenty of opportunities in this direction for them.
Who can a developer cooperate with? With representatives of brands from almost any field:
- sports;
- fashion;
- technology;
- arts and culture (theaters, museums, music and dance projects, painting, cinema, etc.);
- urban environment projects;
- education;
- auto world;
- design;
- mobile phone operators;
- banks;
- real estate agencies;
- restaurants;
- media resources;
- blogs;
- food;
- fast-moving consumer goods.
