Building on foyer screens for Dexus at 180 Lonsdale Street, Melbourne, Diadem designed new immersive digital elements for 385 Bourke Street.
Client |
Dexus |
Traditional Custodians |
Wurundjeri Woiwurrung People |
As part of a digital activation study, Dexus engaged Diadem to explore how technology could enhance the impressive foyer space of 385 Bourke Street in Melbourne’s CBD.
Having delivered a similar scale project for another commercial tower foyer at 180 Lonsdale Street, the opportunity here was to push the potential for engaging people further.
The ultimate aim is to not only revitalise the space but to create an environment where people can linger and, attract new tenants for the building.
Integrating the large-scale screens with the architecture was critical to creating an experience for staff and visitors like nowhere else. As tenants in this building skew towards the technology sector, these screens would need to go beyond an expected approach.
By thinking laterally and exploring unusual locations for screens, the decision was made to fully cover the ceiling of the lift lobbies to create an immersive experience.
These ceiling screens were ‘wrapped’ into the foyer, activating the space and optimising pedestrian sightlines from busy Bourke Street.
Rather than simply erect a giant screen and show the news, Dexus saw the opportunity to create content that would personalise the experience. In this way, their omnichannel strategy can extend from the digital to the physical space.
With two clearly defined digital areas leading into two lift lobbies, the opportunity now exists to create content that ‘talks’ to each other across the two screens.
Creating a system allowing the client to source and upload content also enables that strategy to be flexible and easily updated.
