"Landcom resolved that the 900 site extension of their Lakeview Estate at Shellharbour would be a flagship development representing a paradigm shift in land development.
This whole new concept in land development, based on the principles of ecologically sustainable development and New Urbanism, required a complete repositioning and rebranding of the Estate.
Peter Read and his team were the chosen tenderer because they most successfully captured the shift that Landcom was aiming to achieve. Previously we had operated as a lot producer of home sites. Now by planning the site plus the house we are aiming for a greater diversity of houses that better satisfies urban needs.
They summed up the design principles of fostering identity and a sense of community through the creation of district neighbourhoods, views, landmarks, landscape features and the range of housing choices allowing for the various stages of life in the memorable line:
"A lifestyle for a lifetime"
This combined with a new name for the estate: Woodlands
which expressed the most frequently mentioned feature of the Estate gave us a very successful promotional approach.
The innovative product approach of Woodlands has met with good market acceptance. So much so that we have already sold all of the land so far developed."
Rudy Fest
Manager Advertising and Promotions
Landcom
