80 Collins —

Reimagining Melbourne’s East End

Sector —

Property

We helped create —

Print, digital, strategy, environmental, art direction

We worked with —

QICGRE Head of Projects Marketing Ivana Miletic, QICGRE Head or Product Manager Nick Kenyon, Photographer Tinko Czetwertynsk, Moving Image Nic Hamilton, Interior Design Hecker Guthrie

“Vision is the art of seeing what is invisible to others.” — Jonathan Swift

In a neighbourhood known for it confluence of commerce, luxury retail and world-class dining, 80 Collins had to encapsulate the embodiment of everything that makes its location extraordinary.

We worked with QIC Global Real Estate to define a strategy and bespoke leasing engagement campaign for this significant new development — a destination capable of reimagining Melbourne’s east end and captivating a global audience.

To reposition leasing for such a significant site — one that had no pre-conceived vernacular, our approach was reductive — focusing on place, and speaking to the potential of 80 Collins as a space for creative collisions.

As a way of showing nothing and everything on a page —and speaking to the looming possibilities of the site, we developed a series of creative gesture films. With these and other moving leasing tools, QICGRE invited the world leaders in hospitality, dining and retail to put their best foot forward — to realize their ambitions on a blank canvas, and inspire an already culturally-rich city.

To represent the vision of 80 Collins as a place that could not only illuminate ideas of our time, but also bring new vitality and energy to the east end, we used light play across the logo mark. Oscillating between night and day, it implies a place that never stands still, one that will light up the city, and initiate a new, 24-hour economy.

Above —

Photography by Tinko Czetwertynski

QICGRE invited the world leaders in hospitality, dining and retail to put their best foot forward — to realize their ambitions on a blank canvas, and inspire an already culturally-rich city.