Plenty of hype behind Malahide Road scheme

A new phase of apartments have gone on sale at the €1.2 billion Belmayne development on the Malahide Road in north Dublin, backed up by one of the most talked-about advertising campaigns ever undertaken for a new housing scheme in Ireland.

Ads bearing the slogan Gorgeous Living, and featuring models in evening dress striking provocative poses, have appeared in newspapers and on billboards over the past number of weeks, while celebrity couple Jamie ...