Lawson Flats is the newest piece in the Fini pipeline – a members’ social club concept unseen in the Australian market with all the trimmings you’d expect from the brains behind the State Buildings project.
Located across three floors of the stunning Art Deco Lawson Apartment building in the heart of Perth’s CBD, Lawson Flats occupies over 1000 sqm with spaces to work, work out and relax including a library, karaoke, and meeting rooms, three wellness floors, a restaurant and public-facing art gallery.
The core idea of Lawson Flats is that it has nothing to do with status, industry, or any other category members might fall into – it’s a place for people who share the same community spirit. Whether they want to have a stretch, hold a writer’s room, enjoy a cocktail, spend time with a magazine they’ve never picked up before, or meet new like-minded people – Lawson Flats can be whatever the members want it to be
Detail provided Public Relations services during the Coming Soon campaign while construction was underway and in the lead-up to the official launch.
This included a strategically planned local and national publicity campaign to ensure that all coverage was tailored to specific news outlets. The key to the campaign was to use the breadth of the Lawson Flats offering to tell different stories that each contributed to the overall narrative. This supported building a stable of members ahead of the opening.