Lighthouse Aarhus

Inbound marketing and experience universe in 3D sells forthcoming apartments in Denmark's tallest building

The task

Denmark's tallest building will be built in the new marinas in Aarhus East. The visionary building project is called Lighthouse and will be the city's new landmark when sailing into Aarhus. The building of the many apartments is expected to complete in 2020, when the new residents move in. Lighthouse consists of apartments, a bay centre, shops and a café, restaurant and observation post on the top floor. 

But already now, those interested can get a very realistic impression of what Aarhus's new landmark will look like. Together with Novicell, the developer DOMIS and Kilden & Hindby created a virtual world where you can experience the building from water, land and air.

A significant part of the idea behind the architecture in the Lighthouse building is to create an attraction on Aarhus East, which is open to all Aarhusians. It's an idea that is already being brought to life online with the new virtual platform.

Award-winning experience universe

The exclusive design combined with the interactive videos and realistic 3D animations have had the desired effect: Lighthouse Aarhus is already an attraction here, even though it only exists in a digital format.

The website has also won several international and Danish awards:

  • Umbraco Awards: Best designed website 
  • Awwwards: Honorable Mention
  • Awwwards: Mobile Excellence
  • CSSWinner: Site of the day CSS
  • Design Awards: Special Kudos

The universe has been created via 3D, sound design, drone flying, video recordings from the air using Nordic Seaplanes and diving in the bay with Aarhus Searangers.

Interview with the architect and the idea behind the construction add to the experience.

Discover it for yourself on

Platform qualifies leads

The website is however more than just branding The entire experience universe is integrated with HubSpot, i.e. an inbound marketing-technology that qualifies leads. In this way Lighthouse is able to stay in touch with potential buyers during the construction, and communication is even more targeted based on online behaviour - such as through automated newsletters about life in the Lighthouse.

This allows the developer to more or less manage the sale themselves, proactively generate all leads and can use them for later projects. It's a completely new way to go to market, possible thanks to using inbound marketing in mind right from the start to develop the solution.

Results from the first 3 months


growth in newsletter subscribers - upgraded with new contact details and segmented according to interest in specific apartments.

43 %

of permissions are sales qualified leads. The many potential buyers receive automated mailflows to keep communication open during construction.


apartments sold or reserved following inbound marketing processing of new and existing leads and transfer to estate agents.

The technology behind Lighthouse

The aim is to make relatively complicated technology appear simple and straightforward to use.

Here is a selection of the technology behind the award-winning design. The different tools mean that the user can interact with the website and get as close to the actual finished Lighthouse as possible.

  • Umbraco 7.7
  • Parallax Js - ScrollMagic
  • Green sock animation platform
  • Vue Js - Babel - PostCSS - CSSNext

The platform provides a realistic impression of what the building will look like - not just from an apartment on the 40th floor, but all the way round. And it's essential for sales that we meet interested buyers.


Rune Kilden, Town Planner at Kilden & Hindbye


Phase 1: Start-up

Branding of the project as a whole via the experience universe. The site is a basis for conversation with potential buyers, i.e leads, which are processed via inbound marketing.

Phase 2: The building process

The building is progressing rapidly and users must be able to track progress via a logbook and ongoing timelaps of the building site.

Phase 3: Finished apartments

Users can see the finished apartment plans, book viewings and, of course, buy one of the many different types of apartment.

Enable your digital potential

Please feel free to contact me if you want to know more about Novicell