Continuing its endeavour to break new ground with design innovation and create quality well-rounded developments that provide customers with an excellent environment to live, work and play, four-time FIABCI (International Real Estate Federation) Prix d’Excellence award-winning developer Far East Organization has made ICON’s city living an attractive option for homebuyers. Extensive research was carried out to study the market that prefers the city centre lifestyle, as well as its design and lifestyle aspirations, in order to tailor ICON more closely to buyers' preferences.
Conceptualised a year ago in June 2002, ICON is Singapore’s only development that offers a large concentration of small units with more than 400 studios and one-bedroom apartments and lofts. Designed and marketed by young professionals for young adults, it is created and packed with all the conveniences that the busy urbanites would want, neatly tucked away.

ICON’s apartments and lofts are individually crafted to allow homeowners the creative freedom to personalise their living spaces, with the full complement of choices in layout, finishes and materials. Four thematic design concepts are available – Avant Garde, Metropolitan, Urbane and Manhattan – to replicate the hip, chic and bohemian styles of New York apartments. With their thoughtful designs, ICON units ensure a seamless flow in the busy lifestyles of sophisticated cosmopolitans. Designer kitchen systems, unusual ceiling storage and concealed cabinets keep the apartments clutter free.

The marketing activities are developed with an understanding of ICON’s niche customer base – young professionals, singles and DINKS (double income no kids couples) who can identify with the lifestyle that Icon depicts and promises.

To reward early birds, an exclusive lifestyle package was put together with vouchers that can be exchanged for upmarket goods that are synonymous with the lifestyles of ICON homebuyers.

Working together with co-branding partners between May and August, about twenty dinner functions catered by The Fullerton Hotel were held for guests to exclusively preview the new ICON showflats.

Going past the traditional advertising boundaries for properties, ICON’s snazzy print and television advertisements show couples doing mundane activities, like waking up and playing computer games, in the midst of the exciting and dynamic cityscape. These advertisements target the dreams and lifestyles of young professionals, and are designed to capture the imagination of the target market.

Bucking the trend further, reality marketing in the form of eye-catching street theatres were utilised to create greater awareness for living in the city. Passers-by can find young models living down at Far East Square and One Fullerton. The public can engage them as they rest on an elaborate queen size bed or chat with them as they apply make-up at an ornate mirrored dressing table.

Not a run of the mill development, ICON’s advertisements and marketing activities reach out to audiences that have a creative flair and sense of adventure in them. The understated advertisements with minimal text and clean layouts work because of the tasteful lifestyles they project.