West Side Place


Melbourne’s Ritz-Carlton at West Side Place is the tallest hotel in Australia, with panoramic views of Docklands, the bay, and the cityscape. Designed to maximise natural light, the residences are right up to the clouds.


Cottee Parker



In partnership with Far East Consortium, Metronome, Cottee Parker, and 10 Feet Tall

Presale goal reached in 3 months—unheard of at the time.
Stage 3 sold out in 8 months


A three-tower residence with the gilded lifestyle amenities of the five-star hotel in the complex’s neighbouring fourth tower.


  • New Government Policies Restricting Foreign Investment
  • Slumping Real Estate Market 


Binyan worked with a staged sales process and extensively researched various content strategies including the hierarchy of release and the user experience journey. To fully immerse prospects in the look, feel, and lifestyle of the residences, we created a 360 ̊ video experience that wrapped the walls of a light-tight room in the display suite. Elevating the model apartment viewing, and the singular experience of VR, customers in the immersion room were transported to the center of the luxury hotel together, before “moving” through it to tour the residences in the adjoining tower.    

We helped craft the customer journey upon arrival, ensuring a concierge directed them from the lobby to the display suite to the immersion room.


  • Strategy Consultation
  • Teaser & Full-Length Films
  • Sales Gallery Design Consultation 
  • Immersion Room Experience Design & Content Creation


‘The high-tech display suite itself is a multi-sensory experience. The interactive media room tells the story of the interplay between towers in the development and immerses visitors in West Side Place’s lifestyle. Floor-to-ceiling windows overlook the hustle and bustle of the construction site below and help to provide context to prospective buyers about the progress of the development.’