Why you can absolutely believe the hype about Hip V. Hype

Property developer, sustainability consultant, workshare provider, boutique hotelier. How many feathers can one business fit onto a hat? 

Hip V. Hype has multiple services, built with the same DNA: brand values of People, Prosperity and Planet, which run through every part of their business. I was initially drawn to their award-winning projects, and impressed by their website copy and their transparent sustainability, Indigenous recognition and employee safety & fairness policies. 

Once I’d met Katya Crema and Liam Wallis, the couple behind the business, there was much more to appreciate. And I’ve really enjoyed some great conversations we’ve had (some of which led to a profile story in Habitus magazine), and the opportunity to collaborate professionally (like on this event at Melbourne Design Week). 

So, how do I express my admiration? In a heptagonal nutshell of course. Here are 7 things I love about Hip V. Hype.

1. The name
It’s definitely one that stops you in your tracks, cocks the head and crinkles the forehead a little. What in the flaming flamingo does it mean?! In his Sir Ian Atherton Memorial Lecture, Liam references ‘the unity of opposites’, a concept described by Greek philosopher Heraclitus. So basically the name is, as this article describes it: ‘a play on words describing the necessary balance between truth and fiction required to be effective: HYPE – Don’t believe it. HIP – can’t be faked.’ From Greek philosophy to hip hop philosophy, the name is also influenced by Public Enemy’s seminal track ‘Don’t Believe the Hype’. 

2. Architecture genes
Both Liam and Katya have been around building sites and architecture since they were kids, and they both studied architecture before moving into property development. To have property developers advocating for architecture can only mean good things.

3. Unconventional journeys
Katya represented Australia twice as an Olympic skier, competing all over the world before settling back in Melbourne to study. And Liam chose to fulfil the ‘practical’ component of his Architecture degree by working as a labourer on a building site, rather than in an office. Talk about getting your hands dirty.

4. This graphic
I love a graphic that speaks volumes, and this Venn diagram is a great example. Defining brand values is such a critical part of business, brand and marketing, but doesn’t often get direct exposure to audiences. This graphic has found a great home though, on HV.H’s website.

5. Embodied data
Liam and Katya have chosen to live in 3 of the developments they’ve been responsible for. This live-in experience closes the loop between developer, designer and resident, placing them squarely on the receiving end of their decisions. The value of this approach? A 360º understanding of the resident experience and detailed data they can bring to future projects. Which equals constant learning and evolution packaged up in a home life 👏🏾👏🏾

6. Deep relationships
Once HV.H identifies alignment, they tend to re-invest in ‘quality stock’ partners. Many brands they established working relationships with become long-term collaborators – Great Dane, Robert Gordon and Binq are just a few. The dividends from this approach feed into their projects, and residents benefit from custom solutions made possible through trusting relationships.

7. Containing multitudes
As someone who’s pursued various, seemingly disparate, fields (interior design, communications, yoga, peace & conflict), I sometimes worry about the lack of cohesion this may represent. So I love seeing how different parts can make a well-rounded whole. HV.H cultivates distinct business arms in an organic and integrated way, giving intersectionalists like me something to aspire to. 

And there you have it. My heptagonal declaration of love for HV.H is complete. 

Give them a follow and a cheer, if you feel inclined. Hip, Hip, Vee Hyyyyyype!