Cassiobury Park, Watford
Set in a prime location adjacent to Watford Grammar school this development was briefed as the most prestigious to date by our client Miller Homes. Consisting of a series of large detached executive properties, the scheme’s high profile weighed heavy in an increasingly tough early 2008 market, commanding a substantial premium.
The brief for us was to design a show home that made a statement of intent for Miller Homes in the area and supported a sales strategy that required an urgent and strong buying impulse amongst prospective customers.
Key aspects of the development that were essential inclusions in the character of the show home were the proximity to the highly regarded local grammar school, commuter links to London and the pioneering specification.
Tasked with designing a lifestyle lead home that gripped the imagination of a selective target market we set about building a buyer profile around a successful professional family;
The husband, perhaps a local lad done good in the city, working at either a legal or accountancy firm and looking to move back home and get the kids into his old school.
The mum would be very fashion savvy with a strong sense of style, who enjoys regular entertaining at her home, the kids, interested in sport and both eligible for the schools for both boys and girls.
Accordingly the scheme developed with a strong Italian design theme, style wise emulating the likes of Ligne Roset & BB Italia; taking city living and interpreting it into a family setting, white back drops contrasting black furniture, creating clean sharp lines with strong accents colours such as the purple of the Metropolitan line underground station nearby and the deep greens of Watford grammar school for boys' colours.
The boy's room carries a full wall image of the newly opened Wembley stadium drawing on the sites easy proximity to the venue, the study incorporates conceptual elements of the London underground map.
The kitchen dining room was specified with high gloss moncohromatics against a glamourous dining area created for entertaining.
Every aspect of the scheme was designed to challenge potential purchasers' perceptions, in terms of what they currently had, compared to the possibilities on show of what they could have.
Despite launching at the deepest pitch of the market crash in the summer of 2008, the site sold out well in advance of its forecast sales cycle.
Steve Garton Sales & Marketing Director noted:
"Whilst a testament to everyone involved in the development from the location, build quality and sales team, the combined effort of all those involved at Miller Homes and our sub-contractors working together for a common goal made the development a success that far outperformed the market.
The show home was crucial to this success; a measurable sales tool and ultimately a property of which everyone involved in the development's sale was extremely proud.