Australia’s first real estate precinct for holistic wellness

Fridcorp | Mixed-Use Precinct

Sydney, 2020–2022

BEYOND is a $700M mixed-use precinct in Sydney designed around holistic wellness—where architecture, amenity, and environment converge to nurture residents' social, emotional, and physical wellbeing. The development's natural surrounds of beaches, rivers, and gardens informed every design decision, from in-home air, water, and lighting systems to world-class indoor and outdoor amenity spaces.

Working closely with the development team, Projects of Place was retained for over two years to define the project vision, develop product positioning, and lead all brand, marketing, and communications strategy. Our role encompassed the successful market launch (mid-Covid), immersive sales gallery design, multi-channel advertising campaigns, publicity, events, and ongoing marketing project management.

With wellbeing at the brand's core, our strategy prioritised belonging and community connection. We created a custom digital platform to facilitate resident groups and gatherings, provide concierge-style services, and support local retailers and the broader community. Physical amenity was designed to encourage interaction—fitness and entertainment facilities, Japanese-style outdoor grills, vegetable gardens, and multi-purpose sports courts—balanced with spaces for respite, including expansive wild gardens and a meditation deck overlooking parklands.

We also developed branded campaigns to articulate the retail and community experience, building anticipation for future residential phases and establishing BEYOND as a wellness-focused lifestyle destination before completion.