Where heritage meets innovation, The Huddle’s reimagined design celebrates the Shinboner spirit, inspiring community, camaraderie, and a bold future for NMFC
BrandCulture was thrilled to collaborate with HB Arch and the North Melbourne Football Club (NMFC) on a transformative journey to redefine the club’s interior aesthetics. Design converges with the iconic Shinboner spirit in this endeavour, while innovation seamlessly integrates with community engagement.
With a rich history spanning over 150 years, our mission was to infuse vitality into the interiors, crafting spaces that resonate with the passion and resilience embodied by the Shinboner spirit.
Following extensive consultations with stakeholders and the architects, BrandCulture crafted a design where every corner exudes camaraderie and aspiration, particularly evident in the Break Out / Social Space Entrances. Here, grand super graphics envelop the entrances, showcasing the club’s core values—a testament to their unwavering commitment to excellence and unity. Additionally, we paid homage to the Indigenous Legends who have graced the sacred turf of Arden Street, highlighting the profound connection between the land, the game, and the spirit of belonging.
Key focus areas included the Team Spirit / Women’s Players Super Graphics, where larger-than-life visuals transcend mere representation, symbolizing the breaking of barriers and the forging of new frontiers. The Hall of Fame serves as a tribute to the legends whose names are etched in history, inspiring future champions and serving as guiding beacons of inspiration.
In the NMFC Social Hub AV Wall Graphics, the club’s illustrious history comes to life through vibrant hues and dynamic imagery, narrating tales of triumphs, trials, and the unyielding spirit that defines the Kangaroos. It’s more than just a wall—it’s a living testament to a legacy that continues to inspire generations. Moreover, The Huddle has been revitalised into a beacon of cutting-edge design, boasting high-tech interactive features that foster education and community engagement. Together, these elements represent a harmonious blend of design, heritage, and innovation, propelling the North Melbourne Football Club into a new era of excellence.
