Linders are a property development company based in Dublin. They approached xmi to design a brochure promoting their latest development, named Bloom House, which was situated in the Irish Financial Services Centre (IFSC). This area is the heart of Irish finance, with many office buildings and companies based there, meaning any new office had a lot of competition from the off. The development was being pitched to businesses who were not based in the area. The IFSC itself is quite nice, but the surrounding area suffers a bad reputation, so the brochure comprised many features of the area in an effort to promote to those unfamiliar with it.

1. This evening shot shows the LUAS passing by the IFSC Financial Area of Dublin on its way to Connolly Station, which is quite near the development. The LUAS is Dublin’s newest transport system, having launched in 2006. It has been a tremendous success, and passenger numbers have far exceeded all expectations on launch. Being close to the line is seen as very positive for ease of access to the offices so it was deemed important to feature the proximity of the line to Bloom House in the brochure. This was originally to be the final image used in the brochure, but it was decided to set up a full photoshoot instead, which I directed.

2. This is a second shot I took on another evening in preparation for the photo-shoot to give the photographer a clearer sense of what I was looking for. I’d felt that my original shot was too empty and hinted to peoples fears of safety in the area. 

3. This is shot as taken by the photographer (Alan O’Connor). The aim was show the area beside the office building, the IFSC (Financial Area) as well as the recently opened LUAS light rail system which had its terminus beside the office building. The shot was taken in the evening as it’s when most people finish work and thus potential tenants can get a fuller sense of life working in the area. It also allowed us to take advantage of the nice evening light in the area.

4. This is the final brochure (which I also designed, working with Denis Kelly in xmi) showing how the image was used in the opening spread.