Set between the Sydney Harbour Bridge and the Sydney Opera House, Sirius Sydney Harbour is one of Australia’s most distinctive residential redevelopments. Led by JDH Capital, the project transformed the former Sirius Building into a premium collection of luxury residences overlooking Sydney Harbour.
For the sales team, this was more than a traditional apartment launch. It was the repositioning of an iconic building with a layered history, a globally recognisable location and a product offering unlike anything else in the market. The sales experience needed to reflect that.
Set between the Sydney Harbour Bridge and the Sydney Opera House, Sirius Sydney Harbour is one of Australia’s most distinctive residential redevelopments. Led by JDH Capital, the project transformed the former Sirius Building into a premium collection of luxury residences overlooking Sydney Harbour.
CBRE Residential
Sirius Sydney Harbour is the adaptive reuse of one of Sydney’s most recognisable buildings into a luxury residential address in The Rocks. Overlooking Sydney Harbour, the redevelopment gave buyers the rare opportunity to own within a landmark positioned between two of the city’s most iconic features: the Harbour Bridge and the Opera House.
The project brought together history, architecture and lifestyle in a way few developments can. For the team, the task was not simply to launch apartments, but to present a new vision for a building already embedded in Sydney’s identity.
This landmark project needed a sales experience equal to the significance of the building itself.
The team needed a way to communicate the quality of the redevelopment, the uniqueness of the location and the value of living within a reimagined architectural icon. As an adaptive reuse project, Sirius carried a more layered narrative than a typical luxury apartment development. Buyers needed to understand not only the residences, but also the transformation of the building, the character of The Rocks and the scale of the harbourfront opportunity.
Rather than relying on a conventional display suite presentation, the team used DisplaySweet to create a more immersive and guided buyer journey.
By combining interactive presentation tools, immersive content and model integration, the sales team could move seamlessly between storytelling and detail. This made it easier to communicate both the emotional appeal of the project and the practical information buyers needed to make a decision.
DisplaySweet was used to immerse buyers in the redevelopment of Sirius, the surrounding precinct of The Rocks and the broader Sydney Harbour setting before moving into the more detailed sales presentation.
Within the immersive room, agents could introduce the building, its transformation and its extraordinary location in a way that immediately established the rarity of the opportunity. Buyers were then guided through to the physical model, which overlooked the actual site and helped connect the presentation to the project’s real-world context.
Using the touchscreen, the team could control the experience fluidly, presenting floor plans in a larger format and allowing buyers to explore views, layouts and interior renderings with ease, all while overlooking the actual site itself. This created a stronger connection between the on-screen content and the real-world setting, helping buyers immediately understand the scale, position and significance of the opportunity. Model lighting integration added another layer of clarity, helping prospects understand positioning, outlook and the relationship between individual residences and the building as a whole.
Problem:
The project needed a way to present a landmark redevelopment with the depth, clarity and impact it deserved.
Solution:
DisplaySweet created a connected sales experience that helped the team bring together the story of the building, the design vision and the lifestyle appeal of the location.
Problem:
Buyers needed to understand the significance of the site and the relationship between the residences and Sydney Harbour.
Solution:
Immersive presentation tools and model lighting integration helped agents connect the digital experience to the physical setting, making location and outlook easier to communicate.
Problem:
The sales journey needed to move smoothly between broad project storytelling and detailed apartment information.
Solution:
Presenter and the touchscreen interface gave the team a flexible way to transition between precinct storytelling, floor plans, views and interior imagery in one connected experience.
Problem:
This was a unique building with a highly distinctive market position.
Solution:
DisplaySweet helped create a sales experience that matched the rarity and prestige of the opportunity, supporting a more engaging and confident buyer journey.
The Sirius redevelopment achieved exceptional market results, reflecting both the rarity of the product and the strength of buyer demand.
By mid-2021, the project had recorded more than $435 million in apartment sales. It also delivered a series of standout individual transactions, including a sub-penthouse sale of approximately $20 million and a 311-square-metre penthouse sale of $35 million. The main penthouse was also reported to be valued at $45 million to $50 million, underlining the project’s position at the very top end of Sydney’s luxury apartment market.
How was DisplaySweet used in the sales process?
DisplaySweet was used within the immersive sales environment to introduce buyers to the redevelopment, the surrounding area of The Rocks and Sydney Harbour, before guiding them into more detailed presentations using the touchscreen and physical model.
What DisplaySweet tools were used?
The platform included Presenter, Touchscreen, Immersion Rooms and model lighting integration.
How did it help buyers understand the development?
It allowed agents to present floor plans, views, interior renderings and building context in a more visual and intuitive way, helping buyers better understand both the residences and the overall redevelopment.
What results did the project achieve?
Sirius achieved more than $435 million in apartment sales, alongside major individual transactions that reinforced its premium market position.
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