Central
Park

1

Client

Oyster Group

Services

  • Creative Direction
  • Campaign
  • Photography
  • Design
  • Billboards
  • Social Media
  • Print Management
  • Merchandise
  • Signage
  • App Development

Project

The brief from Oyster property and KKR, two of Australasian leading asset managers and investment groups, was pretty straightforward. Add ‘value’ to the commercial tenancies, increasing profit + tenure of leases and create a brand which will allow for growth through future commercial and residential development of the site.

Proposition

Creation of a next-generation ‘business park’ through increasing the value through re-purposing and rejuvenating the product and brand of Central Park. Activating this vision through an enhanced life/work experience and developing a thriving community, ensuring that Central Park is future-proofed for its mixed-use reality in the years to come.

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Key

Our task was to increase the ‘value proposition’ of a business park where people worked in isolation, lacked places to congregate or connect, was difficult to navigate and had a very institutional, tired appearance.

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Campaign + Activations

We did this through creating a vision which was design-led and functional through re-purposing and rejuvenating the current structures and creating a synergy between the product and brand of Central Park. The activation of a ‘gathering zone’ on one of the current car parks, as a food & beverage precinct, was the beginning of enhancing the work/life experience and developing a thriving community; ensuring success and future-proofing Central Park for its mixed-use reality in the years to come.

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