BrandCulture implemented a new wayfinding system in the Harbourside Shopping Centre, located within Sydney’s Darling Harbour precinct. The precinct is being transformed into one of the most distinctive and dynamic waterfront, business and leisure districts in Sydney. The heart of this transformation is a new world class convention, exhibition and entertainment venue (ICC Sydney), a luxury 5 star hotel, and a vibrant commercial and residential urban village called Darling Square.
BrandCulture were engaged in the design and delivery of the signage for wayfinding and future brand activation, as part of the Darling Harbour vision, Harbourside Shopping Centre is being rejuvenated to elevate the shopping experience in line with global best practice.
We developed the positioning of the centre as the ‘Jewel on the Bay’, a metaphor for ‘Exclusive Retail’, which includes showcasing the Centre’s unique boutiques, jewellery, retail stores, family activities and dining experiences. Due to its location, our concept for signage was inspired by the ancient art and science of celestial navigation and those who used the stars to navigate across the seas. Lineal graphics have been incorporated to allude to these paths, while deep black backgrounds compliment the graphics and improve the visibility of the wayfinding system. The gloss finish adds a touch of retail luxury and the vibrant acrylic trim details allow for internal light to filter through, subtly identifying the different levels of the centre.
As part of our delivery process we made assessments on the context of the site to gain clarity in decision-making and help define the essential signage within the master-planning phase. We also assessed primary navigation throughout the centre to understand: circulation patterns; decision and dwell points; branding and graphic opportunities. This allowed us to recommend locations for main identification signage and digital totems – to be implemented in future phases. Considered to be one of Sydney’s prime tourist destinations and perfectly positioned on the edge of Darling Harbour with unspoilt views direct into the city, Harbourside is a destination often overlooked by locals. This successful system has created a seamless journey, assisted in modernising the environment, helped tenants to raise their profiles, provided Mirvac with improved tenancy values and ultimately enhanced the shopping experience for tourists and locals alike.
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