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August 17, 2005
Room with a few
Dock 5 is a building in Victoria Harbour in Melbourne. A spectacular structure, towering over Victoria's most enviable location. It is not cheap to rent an apartment on Dock 5, it's the waterfront, but most interesting is the website design.
The website predictably bets on empowering individuality and exclusiveness. And the whole of the swiss cheese put on work is rather silly.
Starting with a derivative static lysergic entry screen, soft-porn soundtrack in the style of old Robert Linstrom, to follow is a collection of clip-arts that include a toy-boat, a measuring tape, a knot (to illustrate "Connection"), a lure (Time-out), jewelry (Choice), a mirror (Personal Style), the silhouette of a naked girl drinking coffe or tea (Floor plans), shots of design furniture (An exclusive design chair and a silver fosset), wine bottles (for basement cellaring) and a tin star (Quality).
The algebra of marketing pitch may just be obsolete, too literal or in frantic search of a consistent exit strategy but rare is to see one as deranged as this one.
The designer of this oddity is, good for him, unknown.
Posted by lck at August 17, 2005 09:45 PM
