Greenwood Plaza is the heart of the North Sydney CBD and connects the primary transport hub and its commuters to the surrounding areas. The shopping centre covers an entire city block with commercial towers and a heritage listed school built in 1877 (now the Greenwood Hotel). This asset is owned and operated by Mirvac and underwent a major upgrade in 2014 – the interiors designed by Crone Partners who BrandCulture collaborated with in identifying the potential of a new Wayfinding signage system.
The centre’s strategy was to create a high-end shopping experience whilst still appealing to a relatively young demographic working in the surrounding North Sydney CBD. The key question was – ‘How do we make this shopping centre a destination instead of a thoroughfare?’ The Wayfinding would need to establish ways in which a user can orientate and navigate easily.
An initial site investigation of pedestrian traffic identified areas of congestion at certain periods throughout the day, confusing decision points and locations where people needed to turn back because the existing signage was not working. The centre operated on 3 levels with two main atriums which became the hubs, this helped to define the shopping precincts which customers and retailers could easily identify; fashion, electronics, services, eateries, grocery shopping, etc… These ‘hubs’ are used to orientate to various key destinations and precincts and a series of Wayfinding plinths which were designed as both free-standing and wall-mounted digital directories.
We wanted to create a complimentary signage design that would integrate into the new interiors. We became familiar with the materials and finishes and began to manufacture prototypes to test for readability and performance. The lower ground from the train station exit we used an edge lit lower acrylic edge to identify each precinct. The upper floors have more natural light so we used a timber in the same angular shape along the bottom edge.
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