Official Launch of Infinity by Crown Group
23 November 2015
How a new building design caught a city’s imagination
We’ll probably never know the full story of why there was such an unparalleled interest in Koichi Takada Architects’ latest project in Sydney’s Green Square – Infinity by Crown Group.
It’s telling that “engagement” was the central objective of the concept all along, says Koichi Takada — nevertheless Koichi admits to being “completely overwhelmed” by the extraordinary response to his firm’s design. “So many people called and texted me after its launch.”
“Infinity is the culmination of the past six or seven years of hard work for us,” he says. “Here our clear intention was to engage people with architecture. We wanted to share the experience of the whole building with people.”
Set at the gateway to Green Square — the district in Sydney’s south that’s shrugging off its industrial past for apartment living – Infinity is the very latest in contemporary housing as interactive architecture. The structure’s fluid form is calculated to create a seamless connection between the public and the private. It’s a new landmark designed as a haven for its new residents, but also as an embracing and sculptural portal for the easy everyday flow into and out of its private, public, recreational and retail zones and its open, light-flooded heart.
“Housing is often very reserved,” says Koichi. “Whereas some residential complexes have a private identity, this has an open, visual engagement and this was our starting point.”
Going on the response from buyers, the design’s manifest inspiration was spot on: a staggering 98 per cent of the 326-apartments in the development were sold on the opening day of sales.
Black ties and television crews
The development was launched with a black tie 2000-guest party that included model and actor Megan Gale, guest of honour Clover Moore, the Lord Mayor of Sydney, and former NSW premier Nick Greiner as attendees. Four television networks sent crews to cover the launch.
Sydney had never before seen a party of such scale and glamour to launch a new apartment building, meanwhile the city’s buoyant residential market was awash with buyers at the time – but this only goes some of the way to explaining the stratospherically-swift sales.
It’s also clear that the building’s innovative and ambitious design captured a city’s imagination.
“Infinity has been a new direction for our practice,” says Koichi. “Up until now we’ve been best known for our mastery of materiality – particularly timber. And then with our other larger projects – like most architecture — you mostly don’t get to experience its features until you’re in the building. Infinity, on the other hand, blurs the boundaries between the public and private realms – and that’s a game changer for both our practice and Sydney multi-residential design.”