Ban Residential
How Animation Shaped the Marketing of Triple Living’s Premium Tower in Belgium
Antwerp’s new property landscape
In the evolving European real estate market—where environmental regulations tighten, expectations rise, and demographic pressures mount—new developments must be more than beautiful—they demand distinct positioning.
Nieuw Zuid, Belgium’s largest urban extension, witnessed an unprecedented fusion of architectural innovation and investment opportunity with the introduction of the Ban Residential Tower. This building, designed by Pritzker Prize-winning architect Shigeru Ban, marked not just Belgium’s first wooden tower but also transformed Antwerp’s property landscape. Triple Living’s visionary concept featured an extraordinary collection of buildings by some of the world’s most celebrated architects, including David Chipperfield, Stefano Boeri, Max Dudler, and Peter Zumthor.
Our film presented the project to high-net-worth individuals and institutional investors seeking both substantial returns and ecological credibility in their portfolios. For developers and marketing directors, Ban serves as a model for how to market premium properties effectively—using distinct visual assets to communicate the project’s unique value during the campaign.
For wealthy customers and institutional investors, the project represented a rare fusion of unique aesthetic and ecological credibility. Guided by Japanese design principles, the film’s restrained palette and vfx-heavy art direction created an atmosphere unlike any other development in Belgium—positioning Ban as a new benchmark in premium real estate marketing.
Strategic positioning
Ban combined three driving forces: architectural prestige, ESG-aligned sustainability, and limited supply in a high-demand urban zone. With material costs rising annually and interest rates on an upward trend, securing units during the pre-construction phase presented significant financial advantages. Our animation told this story through dual lenses: technical ingenuity and emotional appeal. Ban was framed not just as a place to live, but as a way to live—grounded in beauty and cultural depth.
Aesthetic as marketing asset
Ban’s signature style—blending Japanese minimalism with sustainable innovation—offered a rare value proposition in a crowded luxury market.
The 25-story hybrid tower, stretching 80 meters high and housing 295 units, balanced innovation with compliance. Its core structure combined timber, concrete, and steel—a solution that met strict safety standards while drastically reducing the carbon footprint. This approach allowed the project to meet stringent ESG benchmarks while commanding a premium price.
Forest bathing, or shinrin-yoku, addressed growing buyer preference for nature-integrated, health-optimized living environments—a feature trending in post-pandemic markets.
Market differentiation
Our marketing campaign leaned into production-heavy and resource intensive visualization—tailored to elite investors and decision-makers. It was about showing what the building meant—to the buyer, the city, and the future of Nieuw Zuid. Art direction met investor logic in a visual style designed for trust. With international clients often unable to visit properties in person, our digital content was the bridge to purchase confidence.
From prestige to profit
Originally scheduled for completion in December 2025, the Ban project followed a clearly defined timeline with strategic milestones. The pre-construction phase offered an optimal entry point, while prices increased in stages as construction progressed—first reflecting a reduced risk profile after structural completion, then rising again during the interior finishing phase leading up to final delivery.
The business case
The Ban animation shows how design and prestige translated directly into marketable value. By bringing Shigeru Ban’s visionary design to Antwerp’s emerging Nieuw Zuid district, Triple Living created not just a residential building but a compelling investment for premium buyers. Optimized for everything from private presentations to social media, the campaign translated prestige into measurable business outcomes.
For developers looking to stand out in a crowded market, animation bridges creativity with commercial strategy—ensuring that every euro spent on marketing works harder, not just during the campaign, but in private showings as well.
Credentials