The House Residence

The House Residence Bomonti
An FYP Case Study

Life and Community

When FYP was appointed to be the strategic development consultant for the entire project, we started out by immersing ourselves fully in the very special ambience of Bomonti. We walked the streets, soaking up the atmosphere and enjoying its eclectic architecture; we pored over old maps and guidebooks, we read about its history, and we talked to its oldest residents; we even made a special film, celebrating the life of the area, its residents and shopkeepers, its educational and charitable institutions, its pensioners and children…

Bomonti Film / Merve Hassman pictures

We also noted its proximity to neighbouring iconic districts like Nişantaşı and Taksim, and of course its new culture and lifestyle neighbour in the landmark Bomonti brewery, Bomontiada. And we decided to take our inspiration not from the everyday high rise tower blocks that other developers were proposing, but rather from the rich multicultural and industrial heritage of the original, unique,

A new project story

Now we started on the project concept and lifestyle planning, with a ‘clean sheet of paper’. We changed the project from an inward-looking collection of standard apartments to a modern, extrovert, exciting place to live, celebrating a collaborative and social lifestyle.

We looked into the future for our concept – a future shaped by the expectations and lifestyles of a new generation: co-living, multi-purpose social areas, the latest technology, less private / more social space, respect for the environment, customised services – all coming trends that are reflected at the House Residence Bomonti. And to complement the residences, we brought in the renowned Turkish Boutique Hotel brand, the House Collection, to create both a 50-room boutique hotel in the project, and to start up a brand-new residential services brand, the House Residence.

Refining Ideas …

FYP made some radical changes to the basic design of the building to accommodate the Hotel, the new branding, and the new lifestyle approach: entrances were relocated, lifts added, common areas expanded and rethought… the unit mix was revised, with more smaller units, placed immediately above the hotel so they could benefit from Hotel services… and the plans themselves were revised to reflect a more modern, minimalist approach to living.

FYP collaborated with the client, the House Group, and the architects to create a brand-new building, fully in line with the different project target market and concept.

Another design language

FYP was also commissioned to direct the interior design and landscape of the House Residence and Hotel. We decided to build on the industrial heritage of Bomonti to create a robust yet sophisticated design approach that is both retro- and forward-looking. We wanted traditional industrial materials such as concrete, brass, metal glazing and solid wood, but crafted with sophisticated minimalist details to create an aesthetic unique to this project.

We then brought in some old friends from London, the famous multı-disciplinary design firm Conran + Partners, to develop the interior concepts with us in more detail. We worked intensively with them (and our local partners KibrID) to design every detail of this key aspect.

We also commissioned local artists and sculptors to provide a unique collection of original art for the project, inspired by the unique character of Istanbul and Bomonti. These works can be found throughout the Hotel and the Common areas of the Residence.

The result is an extraordinary combination of quality brands, fine art, sophisticated design, forming the young, stylish and professional lifestyle that is the epitome of Bomonti…

The great outdoors

Another example of FYP’s holistic approach to the design of the House Residence Bomonti is the attention we paid to the external landscape. Once again, we were inspired by the industrial aesthetic – and chose a limited palette of stone, wood and steel complemented by a carefully chosen selection of strictly local trees and shrubs. We worked closely with famous UK landscape practice Hyland Edgar Driver to create a minimalistic yet rich and sophisticated landscape that perfectly complements the building and its surroundings.

Branding and management

Having settled the concept and design approach, as FYP we felt it was vital to find a well-known and prestigious Brand for the project. This would have many advantages, including guaranteeing the proper execution of our concept, making a bigger impact in the market, and ensuring that a strong and capable management would be in place to enhance the quality of services to the homeowners.

Together with the House Group, FYP has truly enhanced the lifestyle offer at the House Residence: living together, having fun together, enjoying a curated way of life for both the private residence and the common social areas…

Marketing

FYP built on its 20-year experience in the Turkish real estate market, its experienced sales team, and a highly effective marketing plan to deliver swift, effective and highly successful sales and marketing.

We devised a unique approach: in place of a conventional sales office, we created a new concept, and multi-purpose space called Comune / be together: a place to relax, to unwind, to learn not just about a project, but about a community… bringing together like-minded people and our friends, introducing the House Residence life experience through a continuous and rich variety of social gatherings and events.

…our new community also includes many friends and clients from our own database, happy to follow FYP in this new adventure

And at the nexus of modern marketing trends, as our marketing language we chose a combination of digital marketing and social media. We quickly found that this was a truly effective way to reach, and convert, the target demographic for the new lifestyle Concept that is the House Residence Bomonti…

All together

Through a combination of artistic creativity and lifestyle planning we have created a ‘design hotel and residence’… and under one roof we have gathered together 155 individuals with shared values and tastes

The House Residence Bomonti came of age in 2017…

… and FYP is proud and happy to have brought so many exceptional people together.

And the story continues: FYP is now starting a short- and long-term letting service for House Residence Bomonti homeowners, thus protecting and even enhancing the investment value of their purchase.