VIVAWEST LA ROCHE is a new construction project in a very central location, with all the advantages and disadvantages that such a location entails. The central message “Your rock in the city's surf” ensures that potential clients get a feeling of security amidst the big city of Düsseldorf, and any concerns regarding the very central location and the proximity to the main station are dispelled. With the triad “In the middle. Secure. Live.” the digital exposé begins, making it clear what makes the project special. LA ROCHE is also the last construction site of the “Le Quartier Central” area, managed by CORE IDEA since mid-2007, and marks the completion of this outstanding inner-city development project.

The task was to highlight the positive aspects of the inner-city location while also showcasing the architecture, which with its continuous building block somewhat shields itself from the immediate environment towards the street leading to the station. Because, as the exposé states: “In the green inner courtyard, the bustling big city suddenly seems far away - and yet it's right outside your door.” The unmistakable shapes of the balconies and the colors of the building are reflected in the exposé, ensuring a coherent communication appearance.

For VIVAWEST LA ROCHE, it was important to know the environment precisely and to emphasize its strengths while addressing any potential weaknesses. It showed how beneficial it can be for an agency to be directly on site and know the area very well. The name “La Roche”, meaning “the rock”, emerged, which on the one hand reflects the architecture and on the other hand fits well with the consistently French named “Le Quartier Central”, of which VIVAWEST LA ROCHE is a part.

This resulted in

· Guiding Idea

· Communication Strategy

· Name

· Design

With VIVAWEST LA ROCHE, VIVAWEST managed to successfully market the final piece of Le Quartier Central. The location at the very south of the district and the maximum proximity to the station and city center were purposefully highlighted as purely positive aspects. The fact that LA ROCHE is not, like the rest of the entire district, in the trendy Pempelfort neighborhood but in the city center, doesn’t matter and is rather strengthened by the advantages of the central location.