As one of the world’s largest shopping centre operators, Westfield has a major influence on changing the way the world shops. So naturally when Woods Bagot approached us to help deliver an environmental graphics package for Scentre Group’s Executive offices, we were all in.
Scentre Group owns and operates Westfield shopping centres in Australia and New Zealand, and its headquarters – located at 85 Castlereagh Street – needed to celebrate the company’s remarkable history.
Using disappearing walls and imagery, resins, and a thin red line that ties everything together, we helped deliver a world class and timeless workspace environment.
Scentre Group asked us to visualise Westfield’s humble beginnings and global growth within their environment, as well as their vision for the future. The Westfield story had to be told in a simple, flexible and sophisticated way whilst being sympathetic to the Woods Bagot designed interiors.
Conceptually, we divided the space into three themes beginning with Westfield’s heritage and global reach, leading to its future plans.
We spent days trawling through a vast library of images, piecing together the Westfield story from its very first centre in Sydney’s then outskirts, while leaving room to spare for future developments.
Historic images were UV printed onto dark glass. Here it was imperative that our choice in graphic overlay complimented each space; careful tonal values of printed ink and material choices were key to the success of these graphics.
We love using innovative materials at BrandCulture, so we visualised Westfield’s global reach with a world map that can only be seen from certain points of view.
A single red line represents Westfield’s DNA and brings all themes and spaces together.
By far the biggest challenge we stumbled upon was finding a way to print huge panoramic images onto Skyfold doors – retractable panels that disappear into the ceiling to create one large meeting space.
We divided each panoramic image into panels, which were digitally printed using a specialty fabric. Then we dismantled the Skyfold doors and took them off-site so the panels could be wrapped over the joinery constructing the skyfold doors.
It was a complex process that required patient collaboration between joiner, supplier and designers – and together, we pulled it off.
We chose a sustainable polyester based material to create graphics on all glazed surfaces. Blue inks were printed or backed on using Ultra Violet (UV) heat lamps – a process that doesn’t use solvents, and is more environmentally friendly over PVC-based vinyls.
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