Luxury Residence or Work of Art? You Decide.
Simonini Builders is a nationally renowned luxury homebuilder, crafts meticulously detailed homes in Charlotte, North Carolina, as well as Charleston and Hilton Head, South Carolina. Simonini’s latest community, Stephens Square, is a gated neighborhood of ten masterpiece homes in one of the most prestigious, desired areas of Charlotte. The residences feature beautiful landscapes, private courtyards and modern amenities; each home creating a personal oasis. A Simonini custom built home represents an unparalleled understanding of space, and for which value is determined not by the number of homes built, but by the integrity of the home.
LKM’s mission was to communicate the aesthetics of these homes to Charlotte realtors. When you’re talking to realtors with affluent clientele to purchase million-dollar homes as a first, and very often, a second home, their clients have moved beyond the mindset of purchasing structures that provide functionality. These needs are expected to be satisfied with a well built home, but their desires have transcended towards purchasing a “lifestyle” for emotional gratification.
Reveal a beautiful and well-built custom home by framing it with a 400-pound, 20-foot high by 16-foot wide gold, ornate art frame and people notice. The frame came to life over a few weeks in an artisan’s warehouse, and then one evening, carefully moved, in four pieces, to the model home front lawn, and gently lowered into concrete casings. The frame itself became the stunning backdrop that encased the artwork of the home itself as lights illuminated the frame’s golden intricate details at night.
LKM press releases were timed to hit editors and local broadcasters at the exact right moment to create buzz that something special was happening on the historic corner of Selwyn Avenue and Queens Road West.
Top Charlotte realtors were greeted with new welcome mats placed at their front doors during the night, featuring directions from their office location to Stephens Square. The promotional efforts culminated with an invitation-only realtor event in which hundreds of realtors attended an elegantly catered affair that resembled a magnificent art gallery opening.
Realtors have become engaged in sales. Local residents have taken notice of these exclusive homes, and are considering the answer that awaits the question on the frame plaque in Stephens Square – luxury residence or work of art?
