Kings Square
The new shape of work
Perth’s commercial office market is dominated by a familiar story: river views, premium lobbies, and sustainability credentials that increasingly blur together. For Dexus, the challenge was different. Kings Square had genuine environmental distinction: a 6-star NABERS Energy rating, one of only two buildings in Perth to achieve this certification. But in a market where every A-grade tower claims green credentials, how do you make a real differentiator feel tangible rather than just another line in the brochure?
Our competitive analysis revealed an opportunity hiding in plain sight. While rivals positioned against river views and St Georges Terrace prestige, Perth’s centre of gravity was quietly shifting north.
The insight
Everyone was chasing river views and St Georges Terrace prestige. Meanwhile, Perth's centre of gravity was quietly shifting north and no one was paying attention. Northbridge had been named one of the world's coolest neighbourhoods, the ECU City Campus was bringing 10,000 students into the area and Kings Square was becoming the heart of Perth's most dynamic day-to-night district.
The idea
Own both dimensions. Kings Square had a genuine differentiator, a 6-star NABERS Energy rating, one of only two buildings in Perth to achieve it. But green credentials alone weren't enough. We married real environmental leadership with the cultural momentum happening at its doorstep. A modern, green workplace at the heart of Perth's most vibrant district.
The creative
Flowing shapes. Biophilic energy. A visual system drawn from the lobby's organic interior design, curved forms and a vibrant palette that felt distinctly different from Perth's corporate property market. 'The new shape of work' extended across headlines celebrating business, culture, play, and connection; an invitation to be at Perth’s new centre.
Firstly, congratulations to Theola on producing such a thorough, well researched and considered document which gives us all genuine options to consider for our leasing campaign – it is excellent work.
– Monique Tadrus, Senior Marketing Manager at Dexus