The Entertainment Quarter is a landmark destination for those who live in the Eastern Suburbs of Sydney, Australia. The EQ brand offers a combined experience not available anywhere else in Sydney; from the retail precinct to eateries and cinema complex and multiple children’s entertainment areas which appeals to all ages. The key point of difference about this location is the minimal internal vehicular traffic and the site is bounded by multiple buildings, Equestrian centre, the Sydney Cricket Ground and Centennial Park, making it a family friendly destination.The show ring offers seasonal performances by Cirque De Soleil and Empire amongst other popular events such as the (mini) Easter Show and the all year round village markets. The site is owned by Centennial Parklands and was purchased in 2015 by a local business conglomerate looking to develop the site and realise its potential with the upcoming addition of the light rail network.
BrandCulture were engaged by Colonial First State Global Asset Management to produce the Signage Master-plan to bring the site identity and Wayfinding signage system inline with global best practice. The signage system not only needed to better identify the entrances but also to make a statement on the surrounding areas. The brief included an event signage management system to aid temporary navigation / wayfinding and pre-event promotional banners and posters around the site.There was also a need to identify ways in which the site destinations could be activated through the use of environmental graphics and innovative installations that would create ‘hype’ via social media.
X-rays of the locations where the flag poles were to be installed revealed heritage listed pipework dating back to the formation of Sydney’s early water supply, site-specific pad footings were designed to cater for engineers specifications on wind loading while allowing the plants and flowers to flourish around them.
Retro fitting large scale signage with our rebuilding infrastructure is always a challenge and this project required a fair amount of collaboration with various signage contractors to safely design and manufacture materials that would solve a functional problem but also remain intent with the design vision in the signage master-plan.
All signage was created using reality available materials that are locally sourced, long lasting and recyclable where possible. All lighting was replaced with LEDs reducing power consumption and creating a much longer life span with less need for maintenance.
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