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30 OCTOBER 2019  Leading Australian developer Crown Group has won a prestigious industry award for its landmark development in Waterloo, Mastery by Crown Group – The Urban Developer’s Excellence in Project Marketing. This innovative development was also a finalist for Best Public Relations Campaign while the developer’s iconic Arc by Crown Group in Sydney’s centre, was shortlisted for Development of the Year – High-Density Residential category.

The Urban Developer (TUD) annual awards for Industry Excellence showcase projects and organisations of all sizes and sectors from across Australia and New Zealand, and were held at a gala dinner in Brisbane on Wednesday 23 October 2019.

The highly-successful project marketing campaign for Mastery by Crown Group highlighted the five-tower residential project’s unique masterful design, resort-style facilities and premium location, attracting thousands of enquiries and resulting in more than $40 million in sales of its first allocation within the first few hours.

Crown Group Marketing & Communication Director Ellie Cashman said she was thrilled to see that the marketing team’s hard work and creativity had paid off with recognition by a prestigious national award.

“Crown Group has always been known for campaigns that break the bounds of traditional marketing,” she said.

“The marketing campaign highlighted the project’s key points of difference with a focus on the Japanese themed design and the simple yet beautiful story of star architects’ Kengo Kuma and Koichi Takada’s professional relationship with the tagline ‘A Masterful Collaboration’.”

The campaign consisted of 12 weeks of advertising across train, road and bus signage, social media, online and press advertising, as well as a full 10-week PR strategy, emphasizing the “vertical stacked forest” design which complements nature in an urban community.

“The campaign culminated in a spectacular Japanese-inspired, star studded red-carpet unveiling event that was attended by more than 2,000 guests at Moore Park in October,” Mrs Cashman said. “We had Eurovision singer-songwriter Dami Im performing alongside the famous zen master artist Dahua Zhang. Numerous dignitaries were there, including the Indonesian Ambassador Yohanes Kristiarto Soeryo Legowo and Japanese Ambassador Sumio Kusaka, as well as several influencers that helped bolster subsequent PR post-unveiling including The Bachelor’s Laurina Fleure, singer Alli Simpson, The Block’s Kyal and Kara Demmrich and model Pia Muehlenbeck. It was an incredible event.”

As a result of the campaign, buyers flocked to the company’s Market Street head office at 9am on Saturday 17 November in a bid to secure one of the luxury apartments. The most sought-after apartments, with dual keys, worth $1.9 and $2.01 million respectively, sold on the day.

Global marketing launches followed in Jakarta, Surabaya, Shanghai, Hong Kong, Singapore and Tokyo, opening the doors to international buyers.

Being developed in partnership with Mitsubishi Estate Group, Mastery by Crown Group will comprise 368 luxury apartments when it is completed in 2021 featuring an infinity-edge rooftop pool, gym, spa, mini-cinema, community room and a ground-floor retail precinct comprising a mix of restaurants, cafes and shops, as well as Sydney’s first Japanese “eat street”.

World-renowned Japanese architect Kengo Kuma’s innovative 20-story tower features lush, timber-clad design on the building’s green exterior emulating a ‘stacked forest’. Three further towers are the work of award-winning architect Koichi Takada Architects, while the fifth residential building is designed by established Sydney based architects Silvester Fuller.

Inspired by the interplay of light (hikari) and shadow (kage), designed by Koichi Takada Architects, apartment interiors feature modern and sophisticated urban lifestyle, offering natural, neutral modern luxury with generous use of timber-like materials and soft, warm hues.

A collection of premium apartments in Mastery by Crown Group is now available for sale, priced from $647,000 to $2,399,000. Two penthouses are priced at $3,788,000 and $4,929,000.

The new Mastery by Crown Group Display Centre is open every day from 10am to 4pm at 30-36 O’Dea Avenue, Waterloo.

For more information about Mastery by Crown Group please visit or call 1800 895 610.


Media Interviews

Crown Group Marketing & Communication Director Ellie Cashman is available for interviews on request.

Images & video             


Media Enquiries

Natasha Granath, PR & Communications Manager at Crown Group

(02) 8904 7051

Lina Guo, Communications Executive at Crown Group

(02) 9925 0088 or 0429 459 510


About Crown Group

Crown Group Holdings (Crown Group) is a leading Australian property group specialising in property development, property investment and serviced apartments. The company was co-founded by architect Mr. Iwan Sunito and engineer Mr. Paul Sathio with its first project in 1996.

Crown Group has successfully completed major developments in Sydney’s best locations including Bondi, Bondi Junction, Parramatta, Ashfield, Epping, Homebush, Newington, Pennant Hills and Rhodes and most recently the 25-storey Arc by Crown Group in Sydney CBD and 2017 Property Council of Australia’s Annual Property Congress’ one of the World’s Best Projects Infinity by Crown Group in Green Square.

Today, Crown Group boasts a portfolio of eight major projects under development and in the pipeline. It is currently developing three major projects in the Sydney area: the $500 million five tower precinct Mastery by Crown Group in Waterloo being developed with Mitsubishi Jisho Residence; Waterfall by Crown Group in Waterloo; and Eastlakes Live by Crown Group the most exciting new address in the Eastern Suburbs.

Crown Group launched SKYE Suites in Parramatta in August 2017 and SKYE Suites Sydney in October 2018. It is due to open SKYE Suites Green Square (Sydney) soon.



Crown Group has been awarded more than 30 high-profile industry awards including the UDIA NSW Awards for Excellence 2019 commendations for Arc and Mastery by Crown Group; 2018 Urban Development Institute of Australia (UDIA) NSW Best Mixed-Use Development and 2016 International Property Awards Best Residential High Rise Architecture Australia for V by Crown Group Parramatta; 2017 Property Council of Australia’s Annual Property Congress’ one of the World’s Best Projects for Infinity by Crown Group; 2017 Master Builders Association NSW Excellence in Construction Awards for Skye by Crown Group; 2015 International Property Awards Best Residential Development Australia for Arc by Crown Group; 2015 MBA NSW Excellence in Construction Awards for Viking by Crown Group Waterloo and 2014 UDIA NSW President’s award – considered one of the highest property development accolades in Australia – for the seven-tower, resort-style development Top Ryde City Living.

For the past two years, SKYE Suites Sydney won the Best Tech Hotel award and SKYE Suites Parramatta earned a Highly Commended for Best Serviced Apartment Property at the HM Awards 2018 & 2019.

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