Central
Park
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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