LOVR x MAKR · AERA Bulimba, coming soon

The coming soon journey.

AERA has no settled unit schedule, no completion date and no approved renders yet, and this journey needs none of them. It builds the list before the campaign, gathers each registrant’s brief while there is time to use it, and earns the right to the launch email. Every registration is a buyer who raised their hand before a single price was published, which is the cheapest lead the project will ever get.

Within a minute

You are on the list. Confirms the registration and sets the promise: first look, before the market. A text message goes with it.

Day three

The place. The street, the suburb, why the site. Nothing to sell yet, so it says where and why.

Day seven

The thirty second brief. Size, use, timeline, own business or portfolio. The data layer, gathered while there is time to use it.

As they happen

The milestone note. Approval, builder appointed, renders signed off. One fact per send, fired against whatever actually lands.

Launch day

First look, as promised. Plans, sizes, pricing and the call. Goes out sorted by what each registrant told us.

The emails.

Shown at reduced size, in send order. Click any email to read it in full. The dashed markers are personalised fields, and on the milestone note they are the two lines the sender fills on the day.

Within a minute

You are on the list

Confirms the registration and sets the promise: first look, before the market. What AERA is, in three lines, and nothing it cannot yet show.

Subject: AERA, YOU ARE ON THE LIST

You are
on the list

Hello First name,

You are on the AERA list, which means you see this one before the market does.

AERA is a precinct of workstores and a cafe at 59 Taylor Street, Bulimba. Four kilometres east of the city, in a suburb people choose on purpose. It is designed by ByCulprit and developed by MAKR.

We are not ready to show you plans or pricing yet. When we are, you will have them before they are advertised, and that is the whole point of this list.

In the meantime, if you would rather talk than wait, reply to this email and it comes straight to us.

See what MAKR builds

Reply to this email and one of us picks it up.

59 Taylor Street, Bulimba

Developed by

Click to view the full email

Day three

The place

Why Bulimba, and why a workstore should feel as considered as the home its owner returns to. The street, the ferry, the suburb. No drawings yet, and it says so.

Subject: AERA, WHY BULIMBA

Why
Bulimba

First name,

Brisbane’s industrial precincts were built for volume, not for the people who spend their days in them. A shed on an arterial road, a roller door, a car park. Somewhere to operate rather than somewhere to be.

AERA starts from a different question. What if the space a business owns felt as considered as the home its owner returns to.

So the site is in Bulimba rather than on the edge of it. Taylor Street, four kilometres from the city, minutes from Oxford Street and the Bulimba ferry terminal. The building is designed to belong in a riverside suburb rather than to be tolerated at the end of one.

That is as much as the site can say for itself today. The rest is drawings, and you will see those first.

See what MAKR builds

Reply anytime. This inbox is monitored.

59 Taylor Street, Bulimba

Developed by

Click to view the full email

Day seven

The thirty second brief

Space, use, own business or portfolio, and timeline. Gathered now so the launch email goes out already sorted by what each registrant wants.

Subject: AERA, THIRTY SECONDS BUYS A HEAD START

Thirty seconds
buys a head start

First name, when AERA opens, the workstores get matched to the businesses going into them rather than handed out in order of enquiry.

Which means the most useful thing you can give us now is short.

Roughly how much space you need. What you would put in it. Whether it is for your own business or your portfolio. And when you would want to be in.

Thirty seconds today, and on the day we release plans and pricing you get the ones that actually fit rather than the whole schedule.

Send your brief

Or reply to this email with it in your own words.

59 Taylor Street, Bulimba

Developed by

Click to view the full email

As they happen

The milestone note

A template that fires against whatever lands: approval, builder appointed, renders signed off. One fact, one paragraph, nothing to do.

Subject: AERA, The milestone

A short one

First name, a short one.

The fact. One paragraph: what happened, when, and what it means for someone waiting

Nothing to do at your end. You are on the list, and when there is something to see you will see it first.

See what MAKR builds

Reply anytime.

59 Taylor Street, Bulimba

Developed by

Click to view the full email

Launch day

First look, as promised

Plans, sizes, pricing and the call, released to the list before the campaign runs. The one line on availability is written on the day.

Subject: AERA, FIRST LOOK

First look,
as promised

First name, this is the one you joined the list for.

AERA is open. The plans, the sizes, the specification and the price list are all in the pack below, and they are with you before the campaign runs.

One line on what is available, written on the day

If something in there fits, tell us and we will hold it while you take a proper look. Consultant will call you either way.

Open the AERA pack

Or call Consultant on Phone number.

59 Taylor Street, Bulimba

Developed by

Click to view the full email

The milestone note, worked.

The fourth email is a template that fires more than once. Three examples of the fact paragraph, written in advance for the milestones most likely to land first. None of them has happened yet: on the day one does, the sender fills the two lines and sends.

Approval

The development application for 59 Taylor Street has been approved. That settles the shape of the project on the site as drawn. Next is the builder.

Builder appointed

Prekaro Projects will build AERA. They built Citiswich at Bundamba and are finishing Richlands now, so the team putting AERA up has built for MAKR before.

Renders signed off

The AERA renders are finished. We are holding them for the launch pack rather than releasing them one at a time, so the first time you see the project properly is the first time anyone does.

The text messages.

Two texts support the emails: one with the first email, one with the thirty second brief. Both come from a monitored number a registrant can simply reply to.

With the first email

First name, thank you, you are on the AERA list for 59 Taylor Street, Bulimba. You will see plans and pricing before they are advertised. Reply anytime, this number is monitored.

With the thirty second brief

First name, quick one from AERA. How much space are you looking for: 140 to 160 m2, 180 to 200 m2, or 200 m2 and over? Reply 1, 2 or 3.

The destination

The AERA register page.

One page. The address, a few lines of character, the loop from Ken’s Brisbane footage and the form. No render, and no pricing, plans, availability or completion date. The form is the data layer: everything after the phone number is optional, and the tags it stamps are what make the launch email sortable.

Open the register page

A note on what you are seeing. Every email opens on its own loop cut from Ken’s Brisbane footage, the same footage as the ads, a different scene on each, and the register page carries the skyline. The second text and the form now ask for the space wanted in your brackets of 19 October. No unit sizes, completion date or frontage figure appear anywhere until the brochure copy and the DA schedule agree. The milestone note is a template: the two dashed lines are what the sender fills on the day. Copy is the working draft. Under every email and the text there is a note box. Type anything you would still change and it comes straight to Nath.