Shaping a
city precinct

Five commercial towers, 200 metres of CBD frontage and an A-list of tenants – across this new precinct Diadem kept the user journey in focus.

Diadem’s engagement extended from the Viewing Distance Analysis for the towers’ sky signs to wayfinding across the precinct.


Walker Corporation


Brookfield Multiplex


Cato Design


Woods Bagot

Bates Smart

The Buchan Group

A visionary
city precinct

Collins Square is a $2 billion multi-use precinct that occupies an entire city block, comprising five commercial towers, a retail podium and integrated public spaces.

As the largest CBD commercial precinct in Australia and a gateway to Melbourne’s evolving Docklands, the masterplan set a new benchmark in amenities to be a corporate destination of choice.

With more than 46,000 people exposed to the site daily, the customer experience was crucial in the wayfinding solution. Diadem was engaged to ensure this remained at the centre of every design decision.

A sense
of place

Brookfield Multiplex needed an experienced team to deliver the user experience for the precinct, overseeing legibility and visibility of messages and information. Navigational ease and legibility were also crucial considerations for each user group.

Pedestrian circulation presented some navigational challenges due to the sloping nature of the site and its combination of commercial, retail and entertainment spaces. These were all overcome through careful planning.

Diadem also considered vehicle navigation, public transport integration, key entry and critical focal points. Locations were considered throughout the precinct, and in each of the building lobbies, responding directly to the operational and functional requirements of Collins Square.

A safe
pair of hands

Diadem worked closely with the concept designers to integrate, animate and enliven the entire precinct. A signage suite was developed for all sign types throughout the precinct, aligned with the vision, architecture and landscape.

Over 12 months, as towers came online, signage was installed into each of the Collins Square properties. Brookfield Multiplex subsequently approached Diadem to procure and manage the construction and implementation of the signage across the site.

Working with a carefully selected group of fabricators and installation teams, Diadem ensured the designs were implemented without impacting the buildings through a precision programming model.

Viewing distance

At the time of Diadem’s engagement, there was only one building standing, with another on the way. The Walker Corporation needed to see 3D elevations of the planned development and its surrounding area. Diadem undertook a comprehensive Viewing Distance Analysis (VDA) of the five primary buildings to identify which of the 20 elevations would suit sky signage.

Diadem’s design team compiled a fully informative report, including strategic analysis data, the exact locations and size of each element, and illumination to optimise night-time viewing. Diadem liaised with Melbourne City Council to fully understand town planning restrictions and ensure the report gave actionable and achievable information.

Diadem’s analysis gave the Walker Corporation leasing team confidence in their knowledge and negotiations early on. Tenants such as CBA, KPMG, Link and Marsh Mercer have each had their brands applied to the precinct towers.


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