Architecture and interiors by Room 11

Landscape photography by Adam Gibson


St.David Hobart — Inspired by the Elements of Tasmania


An initiative of Moda and unlike anything ever seen before in Hobart, St.David is a genuinely ambitious undertaking which pushes the boundaries across architecture, engineering, industrial fabrication and construction. A collection of twenty-eight individually designed residences by one of Tasmania’s most respected and progressive architects Room 11, it is described by lead designer Thomas Bailey as bringing “a distinct sense of ‘raw directness’ that is unvarnished and unpolished, but absolutely beautiful.” Ultimately promising to further enhance Hobart’s reputation as the new centre of design excellence in Australia.




Inspired by the Elements




Inspired by the Elements, St.David is a celebration of Tasmania. Its vast landscape and astonishing beauty across both natural and man-made elements. A place where distinctive geological character meets the groundbreaking engineering of large infrastructure projects — including the Gordon Dam and world-class hydro-electricity power stations, the honest materials and rich natural textures of the wilderness. This interception inspired the elemental, raw and visceral approach to the architecture and interiors. To capture this rich territory of inspiration, we commissioned one of Tasmania’s most renowned photographers, Adam Gibson to travel the Tasmanian landscape and visually document his travels.




Teaser video; ‘St.David. Inspired by the Elements’

The story needed a respective approach to the marketing collateral, taking the buyers on the journey of inspiration, conceptual thinking and progressive execution that is St.David.


A pair of brochures, the first communicating the stunning residential offering in the heart of Hobart. The second a photographic essay that documented Adam Gibson’s travels and visual representation of Room 11’s inspiration. Both encased in a clear sleeve, bringing them together with the introductory passage to the project. An oversized architectural style folio bag was used to encapsulate the brochures and other marketing collateral, allowing buyers to take home the set and delve further in their own time.

To help tell the story in a sales meeting setting, hard-case Sales Presenters were created to encase more detailed information for buyers. In keeping with the Inspired by the Elements theme the inside tray was wrapped in one of Adam Gibson’s shots, creating a subtle sense of texture and layering.

Work completed


End–to-end; brand strategy, identity, website design and development, render art direction, video concept and art direction, print collateral, digital and print lead-generation campaign