Cataluña
Residential tower · CitraLand City Makassar · Indonesia
The brief
A tower that didn't exist yet had to convince buyers it already did.
Cataluña is a prestigious address rising at CitraLand City Makassar. That means during the sales window, the most important thing about it was invisible. Renders show. Films tell. The developer needed buyers to act: walk the lobby, stand in the unit, claim the view, months before the first pour of concrete.
The gallery
The whole development, alive on a kiosk.
In the sales gallery, Cataluña runs as a real-time interactive marketing platform. The buyer holds the controls while the agent steers the story: switching units, customizing finishes, flying from the city skyline down into a living room, checking the actual view from the actual floor. Full 3D, pixel-streamed to the touchscreen, standing beside the physical maquettes.
The web experience
The project as a film you can hold. This one is live below.
Not everyone visits the gallery, so Cataluña also travels: a cinematic scroll experience where footage, story and floor plans run in one stream. The buyer scrolls at their own pace and the film answers. Every pause is a talking point. It opens from a link, loads in seconds, and works on every phone in the room. Press play, this is the real deployment, not a mockup.
What it changed
Conversations stopped being about drawings.
Buyers don't invest in floor plans. They invest in what they can already imagine living in. With the gallery and the web experience running together, every sales conversation starts inside the building instead of above a brochure: the agent answers "what does the view look like from my floor?" by going there. That is the KLAY thesis in the field. Interaction is the only medium where buyers act, and acting is believing.
