An enduring
retail landmark

Chadstone is Australia’s largest retail centre. As Melbourne’s “fashion capital” its signage needs to be premium, bespoke and tailored for seamless navigation.

Over the years, Diadem has delivered integrated services for Chadstone from site audits, design development and implementation to prototyping, procurement and project management.


Vicinity Centres

Gandell Group





A longstanding

Chadstone is the largest shopping centre in Australia, with more than 20 million shoppers visiting over 500 stores every year.

As the centre has expanded over many stages, Diadem has been engaged by successive owners to deliver a series of signage and wayfinding projects.

For Chadstone’s current owner, Vicinity, the advantage of working with Diadem goes beyond an intimate knowledge of the centre’s brand and geography. Diadem brings a contemporary, leading-edge understanding of retail spaces and customer navigation to enhance the shopping experience.

A new
wayfinding strategy

A $600 million upgrade to Chadstone opened up an additional 50% floor space, prompting a new wayfinding strategy. Diadem worked with Vicinity’s design agency to ensure the solution was feasible and then implement the signage suite at key touchpoints – from the carpark to every corner of the expansive interiors.

In resolving the solution, Diadem’s design engineering team factored in vital considerations such as maintenance and cost-of-change retailer tenancies changed.

As implementation could not disrupt trade, work often took place at night. Diadem effectively collaborated with the design team, builders and other key stakeholders to ensure the signage suite was ready for the grand opening.

an entrance

Diadem replaced an analogue gantry with a modern gantry which now welcomes shoppers with information and advertising on digital screens.

Diadem’s engineers designed the gantry to allow for maintenance works to be carried out on the screen within the construct itself – without needing to close the road below.

Gantry installation took place at night when works would not disrupt customer flow and trade.


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