Sime Darby Property has made its Australian debut in Melbourne with Aurum - 693 apartments at 380 Queen Street, opposite Queen Victoria Market.
The display suite brief was simple: match the ambition of the building. Showcase delivered it.
A 4.2-metre LED wall driven by Showcase commands the room, with the Aurum tower rising against the Melbourne skyline at a scale that makes the building's ambition impossible to miss.
As content shifts on screen, Showcase's model lighting integration responds: floors illuminate, residences are singled out, and the architectural model becomes something buyers can locate themselves within, rather than simply look at.
Two portrait LED panels define the entry, extending the visual environment from the moment buyers walk in, before they've reached the main wall.
From Queen Victoria Market to Flagstaff Gardens and Southern Cross Station - Showcase's custom designed interactive map runs on an 85" commercial screen in the lounge, tracing the connections that make 380 Queen Street one of Melbourne's most compelling CBD addresses.
Animated specifically for this location, it gives buyers a picture of daily life at Aurum that no static map could replicate.
With Showcase running every screen - the 4.2-metre LED wall, the portrait panels, the interactive map - the display suite puts buyers inside Aurum, working toward a single outcome: a buyer ready to commit.
