STH BNK by Beulah VIP Property Launch.

About the Project


The STH BNK By Beulah Exclusive Pre-launch Event was a showcase of luxury, with sustainability at its heart. With the project having recently been given the mantle of the first carbon neutral building of its kind in the southern hemisphere, the experience had to reflect a sustainable approach. We built our concept design around real lush greenery, plants, floral and moss. Guests could smell the moss as they arrived and walked up the staircase. We didn’t use any signage, we let the moss activations and smells of the forest guide people to the entrance and into the main space.


To make this event the most popular event on the social calendar for the beginning of 2022 post the pandemic. Combining artistry, innovation, culture, fashion, whilst celebrating the incredible city of Melbourne. Showcasing impressive local suppliers and their talents whilst highlighting this one of a kind building STH BNK by Beulah, while gathering a highly influential Melbourne audience of over 800 guests to demonstrate that the Beulah team are pioneers and leading innovators in the property and development sector.

The Result

A sensory and visual escape from the realms of reality… Inspired by the building’s biophilic design and cultural innovation, this was a destination designed to cater to your wildest dreams and most decadent pleasures. A night filled with immersive performances, displays, installations, music, fashion and culinary delights, showcasing Beulah’s next evolution of living. One of the first social events on the 2022 calendar, with 800 in attendance, the launch set a new benchmark for off-the-plan sales clocking $400 million including Melbourne’s most expensive apartment, Sth Bnk’s sub-penthouse at $35 million.



One of the highest grossing property launches in Australia with a record number of $400million dollars worth of sales



Over 800 people attended the event, including high profile, industry specific & media guests.



The event received great recognition - State Winner, Best Brand Event at the Australian Event Awards. National Finalist, Best Brand Event at the Australian Event Awards. State FInalist, Best Corporate Event at the MEA Awards

What the client had to say

“The Phoenix team are an extension of our team, so easy to work with, so honest and loyal - thanks team for the tremendous work”

Marketing Manager

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