Modern. Convenient. Aspirational.

These are words you’d typically see in any new home marketing brochure or website. And they look right at home on the website for Royal Architects.

As you land on the site, you’re immediately asked if you’ve “ever wanted something more?” Move further down the page and you’ll see that the “High-Rise” development that the site is advertising is the “culmination of a lifetime’s work by esteemed architect Anthony Royal.” The High-Rise is outfitted with “every modern convenience” with a fully-stocked supermarket, gym, spa and even a school. There is “almost no reason to leave.”

Accompanying the site is a video (embedded above) that begins by showing off the impressive exterior and sophisticated lobby and suite interiors.

But there’s definitely a dark side to this building and the people living inside and, as the video progresses, things take an undeniably creepy turn.

The promo video is, of course, a fiction and all part of the marketing for the British film High-Rise, set to be released in March 2016.

An adaption of the 1974 novel of the same name by British author JG Ballard, High-Rise stars Tom Hiddleston, known for portraying Thor’s brother Loki in the Marvel Cinematic Universe movies and Guillermo del Toro’s Crimson Peak released this year. The film follows Hiddleston’s Dr. Robert Laing who resides in the ultra-luxurious isolated high-rise community. Elisabeth Moss, Sienna Miller and Jeremy Irons also star in High-Rise.

The film, directed by Ben Wheatley and written by Amy Jump, premiered at the Toronto International Film Festival in September and will be released in the UK on March 18th, 2016.

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