Parallel Riverfront Apartments

Introduction

Parallel Riverfront Apartments is a premium riverside residential development by Laudis Developments, set on the edge of Perth’s CBD with sweeping views across the Swan River, Optus Stadium, and surrounding parklands.

Despite its location and architectural quality, Parallel’s existing website was failing to communicate the true value of the development or compete with neighbouring projects targeting the same buyer market. The redesign focused on repositioning Parallel as a high-end residential offering through considered UX strategy, elevated visual design, and an experience-led structure that showcased the apartments and lifestyle appeal, supported buyer decision-making, and drove enquiries through a clear digital sales journey.

Choose Your Level. Find Your View.  Make It Yours.

We designed Parallel’s apartment selection experience to mirror how buyers naturally explore luxury living. Visitors begin by selecting their preferred level, then move seamlessly into viewing individual apartments on that floor. Showing exactly how each residence is positioned, laid out, and oriented to the river, city, and surrounding parklands. From there, detailed apartment specifications and floor plans support confident comparison before guiding buyers toward booking a private viewing with their sales team.

Apartments Designed to Be Experienced.

The apartments page uses strong visual hierarchy and immersive imagery to elevate how each residence is presented. By focusing on light, space, and outlook, and drawing cues from the riverfront setting through outdoor views, natural textures, and subtle reflections, the design creates an emotional connection while guiding buyers through the defining features of Parallel apartments.

Designed Around the Parallel Way of Living

The experience brings Parallel living to life through immersive, image-led storytelling. Large-scale, on-location photography anchors the website, drawing users into riverside living and revealing the surrounding environment, nearby amenities, and key transport connections as part of a single, flowing journey. Visuals lead the experience from start to finish, while moments to enquire are introduced seamlessly, allowing interest to be captured without interrupting exploration.

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