Liverpool development The Lexington launches with virtual reality ground breaking ceremony

By Michael Feeley | Founder and chief exec

November 16, 2018 | 2 min read

Moda, a developer and operator of next-generation neighbourhoods to rent, has created the world’s first virtual reality ‘ground breaking’ event to launch The Lexington, a new 34-storey skyscraper on Liverpool’s iconic waterfront.

Moda commissioned Intermarketing Agency to create an impactful experience that would announce the new residential building globally. The event, on 5 November 2018, took place simultaneously in Liverpool and in Bejing, where BCEGI, the project’s construction partners, are based.

Before physically breaking ground on the site of the building, guests were invited to take part in a live virtual ground breaking – scaling The Lexington step-by-step, exploring amenities and taking in rooftop views of the Liverpool skyline.

Intermarketing built the immersive experience using detailed architect’s drawings to create photorealistic renders, a guide narrative and 360º sound effects. This brought the building’s story to life – from the first spade in the ground right through to an artist’s impression of how it will look once completed.

Stuart Baker, director of motion at Intermarketing Agency, said: “We have worked with Moda on a number of exciting projects and creating a world first in VR has raised the bar even higher. It’s the latest in a long line of innovations we have delivered for our property and product clients.”

Lydia Eustace, group marketing manager at Moda, said: “We’re thrilled with both the idea and the delivery by Intermarketing of our very own world first. From start to finish, they understood the significance of the project and came up with an impactful way to announce it to the world. A job very well done!”

Joe Anderson, Lord Mayor of Liverpool, added: “Having just seen it and witnessed the visuals, I can’t wait for it to be built.”

The Lexington will offer 325 high quality homes designed exclusively for rent, with apartments ranging from studios to three-beds. All apartments will be managed onsite – offering members premium, personal service which includes a 24-hour concierge.

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