Nothing backward about Mirvac's Black Label loyalty offering at Array

Mirvac has spent four decades developing its client base and branding, as much as its impressive residential property portfolio.

Now it has launched a project-specific brand loyalty-royalty scheme for their returning or new clientele.

Their offering, Black Label by Mirvac, accompanies Mirvac’s Array apartment tower at Yarra’s Edge. The campaign comes complete with a one-off, Array-inspired couture garment; Reflection, created for Array by Bowie, with the gown aiming to reflect the architectural beauty of the tower, and to capture the movement and evolving moods of the Yarra, which spelt backwards is Array.

Mirvac launched its on-going loyalty program set for purchasers suggesting it presented a gateway to a "lifestyle of culture, fashion and luxury" through collaborations with premium brands.

The Black Label by Mirvac partners include furniture and design powerhouse, Coco Republic, which will deliver a range of bespoke interior design services for Array purchasers during March. The March buyer will received a $20,000 choice of fitout.

The other major partners include BMW, Bang & Olufsen, Mont Blanc, Georg Jensen, De’Longhi, Moet Hennessy and Tag Heuer, which will offer Array purchasers access to style, design and VIP experiences extending well past the initial March offering.

The fusion of  fashion and architecture comes in an eight kilogram Swarovski crystal dress design collaboration with the Paris-bound couture fashion designer, Bowie Wong, who is known for his high-end couture aspirational signature garment designs.

"Mirvac has always been an aspirational developer," says Mirvac residential chief, John Carfi.

"It is through collaborating with leaders in culture and design that are synonymous with Mirvac’s reputation for elegance, style and luxury that we’re able to create a value offering that’s completely unique to Array."

The loyalty offering program, officially launched last week, runs throughout March with the current other, with later offers to be available for its participants. To date, 50% of apartments at Array have sold, with works on site now underway. Full settlement is expected in 2015. While more than half the sub-penthouses have been sold, its two $8 million penthouses remain on the market.

Buyers get to decide on their fitouts with the apartments labelled various aspirational cities including the Paris, London or New York options.