David Wilson Mercia – Ludlow Gate case study
Ludlow Gate is an exclusive development of just 7 luxury houses built by David Wilson Homes in Bridgenorth, Shropshire.
Due to the size of the development it was initially marketed via a local estate agent, later upgrading to an onsite sales consultant based in a view unit at the front of the site. However; in the deteriorated market conditions, sales success proved hard to come by.
Late summer 09 we were brought in and briefed to provide a fast turn around full show home scheme that could force a change in the development's fortunes.
Drawing on our first hand knowledge of the local area we developed an approach in defiance of the fundamentally egalitarian principles of show home design that insist on schemes with broad market appeal and instead, on a site with only 7 units, believed we could risk an interior designed for a very selective target market in order to achieve a far more powerful buying impulse.
In short; not everyone would get it; but those that did would buy it.
We targeted mid thirties well off professional families, imagining them to have travelled extensively, developed discerning and current tastes, now seeking to 'escape to the country' in the area renowned for it's high quality of life.
Nearby Ludlow and it's mix of art galleries and interior and antique shops provided further inspiration for a scheme that was designed to look lived in - worn rich Andrew Martin leathers and wools against deep colours and eclectic styling combined to present an equal mix of lifestyle and humour, while rooms such as the re-designed master bedroom and the dining room provided a theatrical feel to the house.
The result - a show home of which we are extremely proud.
And a show home that achieved immediate results, three months on only two properties remain available on the whole site.
The show home sold as seen - fully furnished to a buyer, moved in and the proud owner of the finest sofa in Shropshire!