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348 Edward Street was revived after sitting dormant for years under private ownership. The project team workshopped a small suite strategy to deliver the best in market on-floor built form seeing level 15 split into five suites; two of which were quickly leased prior to completion. This early momentum catalysed 8,200m² of successful leases in the subsequent 24 months, including three single floor occupiers and one major three floor occupier.
The strategy for level 15 was driven by adequate capital spend to mitigate perceived lack of quality. On the back of this investment, occupiers inspected the building in its ‘best condition’ - which provided a clear advantage in negotiations and assisted with occupier end-to-end engagement.
Leveraging the completion of the small suites, an array of marketing mediums was pivotal in re-branding the message to market. With a stylised 348 Edward Street leasing package, branded merchandise, branded HOAs and IMs in addition to a 50 person launch function, this resulting market awareness became crucial for leasing velocity not only via leasing agents but also tenant representatives.
348 Edward Street, Brisbane City
Initial vacancy 7,600sqm
8,200sqm leased over 24 months
Rent growth of $55/sqm
Deswik
Qantas
BMT
NEC Global
CarePark