Mixed-use development marks completion with “London’s biggest celebrity ‘test drive’”
A new collection of ‘luxury’ apartments in South West London has marked its completion with a celebrity launch event.
Developer Avanton has completed the £120m Coda mixed-use development in Battersea, celebrating with a ‘first of its kind’ celebrity event.
The site, which comprises 130 apartments, 24-hour concierge, hotel-style foyer, club lounge, gym, landscaped gardens, and a new global headquarters for the Royal Academy of Dance (RAD), welcomed a range of stars from shows such as Love Island, Made in Chelsea and The Real Housewives of Beverly Hills for a one-night ‘test drive’.
Love Island star Eyal Booker and his model girlfriend Delilah Belle Hamlin - daughter of Hollywood actor Harry Hamlin and Lisa Rinna - stayed in one of the apartments as part of a new socially-distanced launch event.
Lottie Moss, fashion model and sister of Kate Moss, model Hana Cross, pop singer Blithe Saxon, Abercrombie fashion model Betsy Volk, Made in Chelsea TV star Jemima Rhys; broadcaster Jimmy Hill and presenter Siãn Welby were among the other celebrities who stayed at the new development as part of its star-studded launch.
Omer Weinberger, chief executive officer at Avanton, commented: “The celebrity “test drive” at Coda was an eye-catching way for Avanton to launch and promote the newly finished apartments and penthouses at the development which are now available for buyers to move into immediately.
“The survey also enabled us to gather feedback about the apartments and the development from young people who match our buyer demographic.
“Celebrity and influencer social media driven property marketing is very sophisticated in locations such as Los Angeles, Miami, Monaco and New York. London and other European cities are playing catch-up, and this type of exercise will become standard practice over the next few years in the UK.”
David Ronson, sales and marketing director at Avanton, added: “Modern media, social media and PR is increasingly all about powerful on-line engagement.
“This type of celebrity endorsement and influencer marketing doesn’t replace traditional advertising and marketing, but for us it is a very effective way of reaching our target buyers and also promoting the development during a time when we cannot do large launch events or functions.
“Influencers in separate apartments neatly maintained social distancing and separate households yet enabled us to create a buzz around the launch of the finished units.”
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