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.
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
