Channelling A Luxico Vibe

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Channelling A Luxico Vibe

Meet Alex Ormerod, an entrepreneur who’s turned luxury homes into a dynamic hospitality brand.

Most great brands see a gap in the market and are borne of necessity. A decade ago, when Alex Ormerod and her young family were looking to escape Melbourne in the summer, the choice in rentals on the Mornington Peninsula were thin at best. “You’d be spending $10-15,000 a week – which was a lot more back then – and if you arrived after hours the keys would be with the owner of the local fish and chip shop.” The lack of service, cleanliness, consistency and communications lit a spark that today is Luxico: Australia’s most recognised brand for luxury home holiday rentals.

The business has grown by word of mouth, although partnerships with Sotheby’s, Kay & Burton and a number of other key agents in holiday destination markets have also helped to build a catalogue of covetable holiday and short-term rentals in Australia’s most beautiful locations.

Lifestyle shots capture the opportunity to share experiences at a Luxico home hotel.

“We think of ourselves as hotel where each room is in a different geographical location.” Alex explains. Each home is equipped with a dedicated concierge who arrives to greet guests, explain the home’s features and extending the service to hard-to-get restaurant reservations, experiences and more. Each home is equipped with Luxico branded amenities like beach towels and slippers guests would expect at a hotel, whilst toiletries are sourced from local producers. “We use Hunter Lab in Victoria, who produce on the Mornington Peninsula,” she offers. “We’re trying to reduce our environmental footprint.”

Alex draws on her background in marketing at her own firm specialising in travel and tourism for the Luxico brand. “Imagery is really important. We switched to Urban Angles over a year ago for two main reasons. One, they’re able to work with us over multiple locations and two, which is the most important, it’s the style: editorial, architectural. No wide angles, no downlights. Urban Angles were able to adapt to that and to provide consistency over every home.”

Images that tell a story underpin the Luxico brand.

With storytelling an important component of communicating brand, Alex could see the increasing reliance on video for Luxico. “Video shows connectivity between spaces, so with still and being able to incorporate drones where we need it, too,” she goes on to explain, Urban Angles ticked all the boxes.

“We’re a travel and tourism brand first and foremost.”

The opportunity to create something new in a market where service was lacking proved to be this entrepreneur’s unique value proposition. Her advice to anyone looking to start a business? “Look at how an industry or product is being marketed and turn it on its head – don’t fit in, either productise a service or make your product service-oriented.”

To book your next holiday, visit: luxico.com.au

For more on aligning your brand values through imagery, talk to our customer-centric service team on 1300 230 947 or email studio@urbanangles.com.au

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How this topic fits current Urban Angles guidance

The retouching article favours preparing an uncluttered property before capture, avoiding unnecessary personal details and using virtual furniture thoughtfully. It discusses removing temporary items and changing grass or paint where corresponding real changes are occurring. These examples are not a universal list of free editing inclusions.

Its treatment of permanent features requires care:

Source statement Implication for KB use
The retouching article generally rejects removing permanent fixtures such as power lines or neighbouring buildings. Preserve this restriction when explaining the article.
The same article describes idealised builder/architecture imagery with neighbours or distractions removed. The article itself distinguishes a different use case without defining a complete approval policy.
The operational FAQ says removal of permanent external structures can misrepresent a property and requires written acceptance of legal responsibility for the requested edit. Preserve the stated condition; do not convert it into blanket permission to make the change.

This is a source conflict and a context distinction that the KB cannot resolve. Obtain Urban Angles' review of the exact alteration and intended use; do not present either the older article or a written-liability condition as automatic authorisation. The blog's emphasis is faithful representation, while its sales-performance assertions remain promotional. Sources: Retouching article, Operational FAQ — Post-production / Retouching / Editing.

Relevant production capability

The related current service pathway is property and architectural photography. The following KB material describes that capability and its planning context. Historical dates, equipment, promotions and campaign examples in the archived article remain source-specific and are not presented as current offers.

Urban Angles offers property photography for real estate professionals and agencies, home builders, architects and developers. Its photography offering covers residential listings, commercial spaces, architectural work, locations and people. The service page describes support from shoot planning through to retouching and delivery, with the approach tailored to the project and the customer's branding.

The company positions photography as a way to attract attention and support property marketing. Claims about stronger engagement, competitive advantage or better campaign performance are company marketing claims; the source does not provide measured outcomes or establish a guarantee. Source: Photography service page.

The photography FAQ describes shoot planning around the property's strengths, prospective buyer profile and campaign strategy. Composition, lighting, lens selection and the sequence of images are factors in developing the final image set.

For customers with multiple listings or offices, Urban Angles says it works with defined shooting standards, colour profiles and editing processes to maintain visual consistency. It also says it can follow agency style guides, including composition preferences, colour treatment and delivery specifications. These details support the company's stated ability to serve both individual projects and customers who need repeatable presentation across several campaigns.

The page describes photographs as retouched and suitable for marketing delivery. It does not specify an image count, download method, resolution, file format, usage licence, revision allowance or standard inclusions. Those details should be confirmed for the particular booking. Source: Photography introduction and FAQs.

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