Client: MLC Centre (co-owned by GPT and QIC)
Dates: February - May 2014
Location: Sydney, Australia
Whilst working at: Right Angle Studio
The MLC Building on Martin Place is one of Sydney's modernist icons. Inspired by the wholesale redevelopment of several key sites along Martin Place, MLC Centre is looking at enhancing its experience through a series of temporary and long term activations.
Working with the retail and marketing teams, my team developed a series of time-phased activations for MLC during the various stages of its redevelopment. These were designed and timed to create business continuity but also a sense of the transformation of the MLC to come. This has been accompanied by brand strategy and communications work developed by Hoyne. Two of these activations have already been implemented.
The first is the temporary installation of public Fussball tables to coincide with the 2014 World Cup. These were designed and delivered by Archrival, a collaborative art and architecture practice run by Claire McCaughan and Lucy Humphreys.
The second is an Modern Love, an situ projection of Seidler's story, created and produced by ESEM projects in collaboration with Anna Fraser. Throughout MLC Centre various installations have been designed to tell the story of urban transformation that the MLC symbolised.