Pavilion on George

Located above Town Hall station and below a busy office tower, 580George Street is a hive of activity and we knew that the convenient retail mix and range of services was well-suited to meet the needs of commuters, workers and shoppers.

Identifying the precinct as more than a thoroughfare and communicating clearly throughout a challenging renovation period was critical. We delivered Pavilion on George ‘excite the everyday’ with an injection of fun through heroing humble products on gelato panels with sassy messaging. Directory-style digital comms and long stretches of hoarding street side and underground were leveraged for maximum impact to create an upbeat user-friendly repositioning of this urban centre.