THE MADISON
How a record-breaking R1.25 billion off-plan launch came together, and what it takes to build buyer confidence before a single brick is laid.
Every so often a launch comes along that resets the benchmark for an entire market. On 29 July 2026, Cape Town’s highly anticipated Bree Street residential development, The Madison, did exactly that. In a single launch period, Tricolt Group’s 23-storey luxury residential development recorded more than R1.25 billion in off-plan sales.
What is believed to be the highest launch sales value ever achieved by a residential development in South Africa to date. It’s a national record, and one we at Launchbase are enormously proud to have helped bring to life alongside our partners at Tricolt Group and KGP Luxury Realty. This is the story of how it happened.
THE VISION
An icon in the making.
Great launches start with great products, and The Madison is a genuinely exceptional one.
Rising 23 storeys at 142 Bree Street, the development was conceived by Tricolt Group not as “another residential building,” but as a landmark that belongs to Cape Town.
Tricolt’s in-house design team, led by Aram Lello, reimagined the site with a level of care that shows in every line, material and detail, creating what is already being recognised as one of the city’s most exciting new architectural masterpieces.
The Madison’s offering spans a considered mix of suites, apartments and penthouses, designed to work equally well for owner-occupiers and investors.
And the lifestyle wrapped around it is just as deliberate: a sixth-floor clubhouse and swimming pool, Cape Town’s first Gold’s Gym, landscaped leisure spaces, wellness facilities, flexible coworking, concierge services, and a street-level layer of cafés, restaurants and retail that gives back to Bree Street itself. It is more than a series of residential units, it is bringing a new breath of life into Cape Town’s social scene.
For Tricolt, The Madison also marks a significant milestone: the continued expansion into Cape Town of a developer that built its reputation through a portfolio of landmark Johannesburg projects.
Bringing that pedigree to a new city, and a fiercely competitive premium market, raised the stakes for the launch considerably.
How does one package an amazing development in a competitive market that has seen it all, and in a manner that still yields a successful launch?
From the outset, we knew we had an opportunity to create something special, not simply another residential building. We wanted The Madison to feel distinctly Cape Town and to make a positive contribution to Bree Street and the surrounding neighbourhood.
— Tim Kloeck, CEO, Tricolt Group
THE PARTNERS BEHIND THE RESULT
A launch of this magnitude is a team sport. Three organisations brought distinct strengths to the table:
That alignment is not a footnote. As Brad Morgan, co-founder of Launchbase, put it, a result like this “requires more than a compelling marketing campaign. It reflects close alignment between the developer, sales team and launch strategy, supported by a product that buyers genuinely believe in.” The Madison is a case study in what happens when all of those elements pull in the same direction.
Tricolt Group
The developer, whose brand equity and track record in Johannesburg gave buyers the confidence to act early.
KGP Luxury Realty
The sales partner, whose network of investors and relationships underpinned the pre-launch momentum and facilitated sales throughout.
Launchbase
The specialist off-plan marketing partner, responsible for positioning, campaign design, digital engagement and the launch platform that carried the public online launch.
THE CHALLENGE
Standing out in a crowded premium market.
Cape Town’s premium residential sector is competitive and getting more so by the minute. Buyers are discerning, choice is abundant, and attention is scarce. For a Johannesburg-born developer entering the market with an ambitious high-rise, the core challenge was clear:
How do you build enough conviction, fast enough, to secure pre-sales at record scale, in a single launch? The answer, in short, was to earn buyer confidence before launch day.
The speed and scale of the response show the importance of building buyer confidence well before launch. By combining targeted digital engagement with a seamless sales process, we were able to convert significant early interest into an outstanding result.
— Dean Lederle, Co–Founder, Launchbase
THE RESULTS
A new national benchmark. The outcome speaks for itself.
Many developments take months, sometimes years, toreachcomparable volumes. The Madison did it on launch.
R1.25 bn
96
176
272
74%
80%
The Madison resonated strongly with the market from the moment it was introduced. Tricolt's track record gave buyers the confidence to act early, with 96 apartments sold through our database ahead of the official launch. That response created significant momentum before the Launchbase campaign and platform were activated.
— Jessica Cabanita, Sales& Marketing Director, Tricolt Group
Giving back beyond the build.
The most successful launches leave more than a physical legacy. As part of The Madison launch, Tricolt Group, KGP Luxury Realty and Launchbase each pledged R1,000 for every apartment secured during the public launch. With 176 apartments secured, the initiative has already raised R528,000 for selected Cape Town charities, with beneficiaries to be announced in the coming weeks.
"Property developments should create opportunities that have a positive impact on the communities around them, not simply leave a physical legacy. We're proud that this launch will do exactly that."
— Brad Morgan, Co-founder, Launchbase
What The Madison proves
The Madison is a reminder that record results are not accidents.
They come from a compelling product, a developer buyers believe in, a sales partner with the right relationships, and a launch strategy that builds confidence long before launch day and then converts it flawlessly when the moment arrives.
