Keeping customers
at the centre

Vicinity operates more than 70 shopping centres across Australia. As an ongoing partner, Diadem brings strategy, design, procurement and project management to keep each centre at the forefront of retail.

Diadem rebranded the entire Federation Centres as Vicinity across the entire portfolio and has since delivered signage and wayfinding projects from façade treatments to customer navigation.



A nationwide

When Federation Centres rebranded as Vicinity, Diadem was engaged to develop and implement a wayfinding strategy for 35 of its shopping centres. Reflecting the trust built between the two close collaborators, this roll-out was expanded to include all 71 centres over two years.

As always, Diadem’s strategy was led by the user experience, considering everything from internal journeys and wayfinding to the carpark signage.

Diadem assisted with mapping the various elements and the process for developing the next generation of shopping centres to safeguard the integrity of one of Australia’s most trusted property and retail brands.

A bespoke

Vicinity Centres engaged diadem to provide bespoke concepts for the internal wayfinding signage at the Colonnades Fresh Food Precinct. Working from the standard Vicinity Centres signage suite to maintain consistency, these signs were evolved to have an industrial look and feel.

Diadem worked closely with the internal Vicinity Centres Colonnades Development Team and the National Design Director to create concepts and then develop these to form a site-specific signage system.

This was delivered, on time and on budget, to meet the development’s completion date with a high-quality outcome.

A new

A showpiece façade was designed as part of Cranbourne Shopping Centre’s expansion and revitalisation. Hacer engaged diadem to take the design concepts and realise them into a built form.

In doing so, Diadem was able to evolve the design with prototyped elements, and then manage the fabrication and installation of 300 metres of this eye-catching façade treatment.

The feature green vertical fins extend to a height of nearly nine metres in some places. Components were manufactured in approximately 140 modules, with each one individually designed and documented, then fabricated and fixed to the existing support structure.

An ongoing

With a deep understanding of the Vicinity brand, Diadem continues to be called upon for a range of projects across its portfolio, ranging from broad-scale upgrades to bespoke initiatives.

These projects have included the rebrand of DFO centres, environmental graphics for Vicinity’s head office, and complete wayfinding and signage for Chadstone – the largest shopping centre in Australia.

Behind each project is a user journey review and strategy, detailed design documentation, a standards manual, and a kit of parts – giving Vicinity the tools each centre’s team needs to deliver exceptional customer experiences.

“The project from our perspective was a tremendous success, thanks in the most part to the Diadem team. You guys were a pleasure to deal with, always accommodating and made my life so much easier!”

Justin Krzywokulski – Regional General Manager


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