Colliers | PRD – Premier Tower
AX Creative partnered with Colliers and PRD to capture Premier Tower—one of Melbourne’s most visually distinctive developments. The project focused on delivering premium imagery that highlights the building’s architectural form, interior spaces, and its presence within the city skyline.
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The Opportunity
Capturing architectural movement through premium property photography
Premier Tower is defined by its unique wave-like architectural design, making it a standout within Melbourne’s skyline. The opportunity was to create imagery that captures both the fluid movement of the structure and the refined living experience within, balancing exterior impact with interior detail.
Strategy
AX Creative approached the project with a focus on form, perspective, and composition.
The goal was to emphasise the building’s architectural curves while maintaining a strong visual narrative across interiors and surrounding environments.
Approach included
- Architectural and exterior photography
- Interior and lifestyle-focused imagery
- Composition highlighting curvature and structure
- Integration of city context and skyline
Execution
The photography captured the building across multiple perspectives—focusing on both its striking exterior and refined internal spaces.
Angles and framing were carefully selected to highlight the tower’s fluid form, creating a sense of movement within static imagery. Interior shots were composed to emphasise light, layout, and material quality, ensuring a complete visual representation of the development.
The surrounding urban environment was incorporated to reinforce the building’s position as a central architectural landmark.
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