Loading Experience
281 apartments in Newlands, Cape Town, sold off-plan through a fully digital process. Buyers in Cape Town, across South Africa and abroad had one way to understand what they were buying: the images. On launch day, according to the project's sales team, 68 apartments were sold within 10 minutes.
A new landmark for Newlands: 281 apartments, from studios to a 240 m² penthouse, with a rooftop pool, a café at street level, a gym, concierge and views of Table Mountain. Completion is scheduled for November 2027.
The sale was designed to be fully digital. Buyers would reserve online, many of them without visiting the site, and with very different goals: according to Pam Golding Properties, about a quarter were buying a primary home, nearly half were buy-to-let investors, and the rest were buying for holidays, lifestyle or their children. Each of them needed to understand, quickly and from a screen, exactly what they were choosing.
We built the visual system around the architecture's strongest idea: a contemporary building with a classical soul, in red brick, arches and curves, rooted in Newlands' character. The images had to carry that identity from the street to the last room.
01
Exteriors at day and dusk showing the brick façades, the arcades and the café at street level, with Table Mountain behind. The project as part of the neighbourhood, not an object on its own.
02
From compact studios to the penthouse, each interior with its own palette and personality, so buyers with very different budgets could all picture their home.
03
For each apartment type, a 3D isometric plan that explains the layout, the furniture and the flow in one image. For a buyer reserving online, it answers the question a flat plan can't: how does this space actually work?
In a fully digital sale, there's no show apartment to fall back on. The renders sell the lifestyle; the isometric plans give the clarity. Together they let investors evaluate a unit and owner-occupiers imagine living in it, without needing a visit.
As Shelly Keys, Western Cape area manager at Pam Golding Properties, said at launch: "The purchase process is fully digital, ensuring transparency and equal access."
All figures are published by the project's own team: Pam Golding Properties, the sales agency appointed by developer Eris Property Group (September 2025 and August 2026). They reflect the full marketing and sales effort, of which the visuals were one part.
