Set above the heritage-listed City Tattersalls Club in the heart of Sydney CBD, Sydney House Residences is a landmark mixed-use development by ICD Property. Designed by BVN Architecture and fjcstudio, the project combines a carefully restored heritage podium with a new 50-storey tower, delivering a premium collection of one, two and three-bedroom residences above a luxury hotel offering.
For the sales team, this was an opportunity to present a product unlike anything else in the market. With sweeping views across Sydney, Hyde Park and the harbour, and a location embedded in one of the city’s most historic addresses, the experience needed to feel every bit as premium as the development itself.
Set above the heritage-listed City Tattersalls Club in the heart of Sydney CBD, Sydney House Residences is a landmark mixed-use development by ICD Property.
ICD Property
BVN Architecture and fjcstudio
CBRE Residential Projects & SRM Residential
Sydney House Residences is a premium residential offering within one of Sydney’s most significant mixed-use developments. Positioned on Pitt Street in the centre of the CBD, the project brings together heritage restoration, luxury residences and hotel-style living in one highly distinctive address.
That combination created a powerful story to take to market, but also a more layered one. Buyers needed to understand not only the residences themselves, but the rarity of the location, the quality of the transformation and the value of living within a landmark project that blends history with contemporary luxury.
The client needed a professional presentation platform that matched the quality of the product being brought to market.
For a development at this level, the sales experience had to feel seamless, high-end and tailored to each buyer. The team needed a way to showcase the sweeping views of Sydney, Hyde Park and the harbour, clearly present individual floor plans, and connect the digital presentation to the physical model in a way that made each residence easier to understand. They also needed the flexibility to present remotely when required, without losing the premium feel of the experience.
Rather than relying on a more traditional off-the-plan sales setup, the team used DisplaySweet to create a more immersive and connected presentation journey.
This allowed agents to move fluidly between project vision, lifestyle storytelling, floor plans, views, and model integration within a single, seamless environment. The result was a more polished and intuitive sales process that helped differentiate Sydney House in a competitive premium apartment market.
Buyers were greeted with a large-scale LED wall that immediately set the tone for the presentation. Using the Presenter App, agents could guide each conversation through project renders, lifestyle imagery and videos, helping bring the vision of Sydney House to life from the outset.
From there, the experience moved easily into the detail. Agents could connect directly to the physical model, lighting up individual residences while simultaneously presenting floor plans and residence-specific views on the LED wall. This created a stronger link between the digital presentation and the physical development, helping buyers understand the product more spatially and with greater confidence.
The result was a sales gallery experience that felt premium, seamless and highly considered, while also giving the team the flexibility to support remote presentations when needed.
Problem:
The client needed a presentation platform that matched the calibre of a premium Sydney CBD launch.
Solution:
DisplaySweet created a seamless sales presentation environment that felt polished, high-end and aligned with the quality of the Sydney House product.
Problem:
Buyers needed help understanding floor plans, views and the spatial relationship between residences and the building.
Solution:
Model lighting integration and LED wall presentations helped agents connect the physical model with digital content, making each residence easier to visualise and understand.
Problem:
The project needed to stand out in Sydney’s premium apartment market.
Solution:
By combining large-format storytelling, floorplan presentation, and residence-specific views into a single connected journey, DisplaySweet helped create a more distinctive and memorable buyer experience.
Problem:
The sales team needed flexibility across in-gallery and remote presentations.
Solution:
The Presenter App gave agents a professional, easy-to-use platform that supported both immersive showroom presentations and online buyer conversations.
What is Sydney House Residences?
Sydney House Residences is a premium residential offering within ICD Property’s landmark mixed-use development in the Sydney CBD, combining luxury apartments, hotel-style living and heritage restoration.
What DisplaySweet products were used?
The project used the Presenter App, LED Walls and Model Lighting Integration.
How was DisplaySweet used in the sales process?
DisplaySweet was used in the sales gallery to present the project vision through large-scale digital content, connect the presentation to the physical model, and showcase individual floorplans and views in a more immersive and seamless way.
What did this help the sales team achieve?
It helped the team create a premium, high-impact sales experience that better communicated the quality of the development, improved buyer understanding and supported a more confident presentation process.
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