Homer’s campaign for its residential project, Homer Alpha, unfolds across multiple formats, but at its core it presents a single idea in different ways. Through a series of tailored offers, the company introduces the same development to different `audiences while consistently outlining what the project is and how it is positioned within Tbilisi’s growing residential landscape.
Homer Alpha is being developed in Dighomi, at 36 Bob Walsh Street, near the U.S. Embassy and the Olympic Swimming Pool. The area is often associated with sports infrastructure, and the campaign makes frequent reference to this context. Within a short distance there are facilities such as a football stadium, rugby field, basketball academy, gymnastics hall, ice rink, and swimming pool. This concentration of infrastructure shapes how the location is presented, not only as a residential district but as an environment connected to active, everyday living.
At the same time, the project itself is described as relatively calm and set apart from the intensity of the surrounding urban zones. Its proximity to the Mtkvari River and its positioning within a quieter part of Dighomi contribute to this balance between accessibility and retreat.
The Project Behind the Messaging
Across all campaign materials, the core characteristics of Homer Alpha remain consistent. The development spans 24,500 square meters and includes four residential buildings. Of this, 7,300 square meters are dedicated to recreational and shared outdoor space.
These areas are not presented as a single open zone but are divided by function. There are spaces designed for sports and fitness, areas intended for children, and separate zones for pet owners. The layout reflects an effort to organize outdoor space in a way that supports different daily routines without overlapping.
The buildings themselves follow a relatively low-rise approach. Instead of prioritizing height, the project is designed to remain in proportion with its surroundings. This decision is tied to a broader emphasis on maintaining a sense of openness, with landscaped areas, walking paths, and green space integrated into the layout.
One of the more distinctive elements of the project is the inclusion of a hand-painted facade on one of the buildings. This feature introduces a visual identity that sets part of the development apart while remaining within the overall architectural framework.
Inside the buildings, the focus shifts to functionality. Apartment layouts are designed to avoid unused space, and infrastructure is planned in advance. Systems such as heating and cooling are integrated into the structure, with pre-installed piping embedded within the walls. Outdoor balcony areas include dedicated sections for technical equipment, keeping these elements separate from living spaces.
Additional features include smart home systems in all apartments, property management by Bene Comfort, and property insurance provided through Irao. These elements are presented consistently across all campaign formats and form part of the project’s baseline offering.
Experience as a Design Principle
The campaign also draws attention to the experience behind the development. The team responsible for Homer Alpha has worked in real estate for more than a decade and has been involved in the delivery of over 10,000 apartments. This background is reflected in the way the project is planned, particularly in areas that are not always immediately visible, such as infrastructure, layout efficiency, and long-term usability.
The approach is based on anticipating how residents will use the space after moving in. This includes considerations such as the placement of technical systems, the durability of materials, and the organization of shared areas. Rather than focusing only on visual presentation, the project places equal weight on how it functions over time.
A Campaign Built on Variation
Homer Alpha is being presented through a series of offers, each tailored to different professions such as teachers, doctors, chefs etc. While the development itself remains unchanged, these offers highlight distinct ways to purchase or enter the project, often with specific benefits, payment structures, or limited availability.
General Offers for Buyers
Beyond profession-specific offers, the campaign provides options for the broader market. Residential units can be purchased with a minimum down payment of 10 percent, allowing flexible entry for different financial situations. Commercial spaces within the project are available without a down payment, with monthly payments starting from $850.
Partnership with Banks
TBC
As part of the project, TBC Bank serves as a partner of Homer Alpha. This collaboration adds an additional layer of reliability and flexibility to the development, while creating enhanced opportunities for buyers.
Customers of TBC Bank benefit from exclusive conditions when purchasing a home, including more flexible payment schedules, improved financing terms, and tailored offers designed to meet individual needs. This partnership further reinforces the project’s goal of making homeownership more accessible and convenient for a diverse range of buyers.
Bank of Georgia
Homer also partnered with Bank of Georgia to provide exclusive offers for SOLO customers. This offer adds another layer of flexibility and demonstrates how the campaign targets multiple buyer segments without changing the project itself.
Outdoor Living and Community Structure
A significant part of Homer Alpha’s identity comes from its outdoor planning. The 7,300 square meters of recreational space is divided into clearly defined zones to support different activities.
There are designated areas for exercise and fitness, including open-air workout zones. Children’s spaces are separated and secured, allowing for safe play. Walking paths run through landscaped areas, and pet owners have access to a dedicated dog park. Additional elements such as football areas, green lawns, and picnic spaces are intended to function as shared environments for residents.
This structured approach to outdoor space reflects the broader concept of the project as a residential environment that extends beyond individual apartments. The emphasis is placed on how shared areas contribute to everyday routines and social interaction.
Timeline and Delivery
Construction of Homer Alpha is being carried out by Anagi. The project is scheduled to be completed in phases, with the first buildings expected to be delivered starting in September 2027. Full completion, including all residential buildings and external infrastructure, is planned for Spring 2028.
The timeline is consistent across all campaign materials and aligns with the payment structures offered, particularly those that allow part of the cost to be covered upon completion.
A Consistent Core with Changing Perspectives
Taken together, Homer’s campaign presents Homer Alpha through a combination of fixed details and shifting perspectives. The size, layout, location, and features of the project remain the same in every version. What changes is how these elements are introduced and which aspect is brought to the forefront.
In some cases, the focus is on financial accessibility. In others, it is on profession-specific benefits or limited availability. This approach allows the same development to be positioned in different ways without altering its core identity.
At the same time, the campaign reflects a broader idea about residential development. Homer Alpha is presented not only as a collection of apartments, but as a planned environment shaped by design, infrastructure, and long-term usability. The combination of functional planning, outdoor space organization, and varied purchasing options defines both the project itself and the way it is communicated.
Through this structure, the campaign builds a layered presentation in which different audiences encounter the same development from different starting points, while the overall concept remains consistent.
