Laing + simmons real estate

client: Laing + Simmons Projects
CGI development for VR & print: Electric Art
virtual reality studio: Start VR
branding & design: Darling Brands




Laing + Simmons Projects approached EA with an exciting challenge, to create a new & innovative experience for potential investors looking to purchase apartments off-the-plan. EA bought together a consortium consisting of Start VR, a virtual reality studio & Branding Specialists, Darling Brands to partner together to realise a full promotional package from branding through to a virtual reality experience.

The EDGE 28 development in Sydney's St Leonards is the first Australian real estate development to offer buyers a fully immersive virtual reality experience. Photo-realistic CGI images & drone photography mean buyers can use VR to experience an off-the-plan apartment first hand, revolutionising the sales & buying experience. Potential buyers can get a sense of the panoramic views, spaces & layout before construction even starts & develop an emotional connection.  

You can visit the onsite showroom or take a virtual tour from the comfort of your couch, by downloading the EDGE 28 App from either the App Store or Google Play & viewing it with a Google Cardboard viewer.

The app includes features such as a first person street view to show the view of the apartment from the street, atmospheric audio of wind & street noises to add to the immersive experience & various photo-real CGI renderings showing the apartment at different times of day.

Creating a seamless integration of the photo-realistic CGI texturing & lighting with the drone environments was essential  in order for the VR experience to seem real & for the spaces to feel both beautiful & aspirational.