Place. Global connectivity

MELBOURNE CONVENTION & EXHIBITION CENTRE

The Melbourne Convention and Exhibition Centre (MCEC), the world’s first 6 Star Green Star–rated convention centre, required a signage and wayfinding system to guide large crowds, support accessibility, and reflect its brand and architecture. Delivered through close collaboration, the system flexibly adapts to the venue’s dynamic spaces.

TOURISM

STRATEGY
IDENTITY
SIGNAGE
PLACEMAKING

IMPACT

$1.1B

Economic impact

STRATEGY
Express the value of people gathering without competing with landmark architecture. Great brands listen first. Identity should respond to space, movement, and human interaction.

SOLUTION
Interlocking forms echo architectural rhythm. Warm colour humanises scale. Flexible system behaves like the building. Adaptive and alive.

VALUE
Responsive design enhances experience, creativity, and engagement. Melbourne icon internationally recognised.

SEE RELATED

QUEEN
VICTORIA
MARKET

THE ROYAL CHILDREN’S HOSPITAL