The peak
of ingenuity

Installing the Westfield brand atop Sydney’s tallest building took months of planning, careful strategy, and a few helicopters.

Diadem’s signage masterplan for Westfield Sydney included viewing distance analysis, design documentation, town planning approval and project supervision.



Elevating an
iconic brand

Since it was built in 1981, Sydney Tower – also known as Centrepoint – has been an unmistakable feature on the city’s skyline. Long-time Diadem client Westfield owns the mixed-use building, including a shopping centre, and holds its sky signage rights.

Over five years, Diadem worked on the internal and external signage of this flagship site. Westfield engaged Diadem to prepare a signage masterplan for the area in collaboration with its design and construction team. This included the implementation of new low-level, high-level and retail podium signage across the precinct.

Design for a
city landmark

Westfield’s two new sky signs measure 20m long and six metres high. Each features internal illumination that uses LED technology prototyped to maximise legibility and visibility.

Diadem prepared 3D animation sequences of the new signs to assist with stakeholder approval, which showed both day and night viewing. Diadem also reviewed all authority and statutory requirements and provided a statement of environmental effects for the proposed signage. This was approved by City of Sydney with minimum amendments.

The complex installation was carried out using helicopters to remove the tower’s existing signage and transport the new Westfield signs to their new positions at the top of the tower.


Get in touch to start
a conversation.

Multistep Form