Melbourne Music Week
CITY OF MELBOURNE
Melbourne Music Week is earning a solid reputation for surprising Melburnians with its unconventional venue choices. The 2017 Melbourne Music Week Hub was its biggest coup.
Securing Melbourne’s iconic St Paul’s Cathedral, City of Melbourne approached us to enhance this incredible space.
Joining forces with Moth Design; our role as the Creative & Site Design team was to develop the Cathedral and adjoining carpark to a festival space for a discerning Melbourne audience.
Respectful of working in a place of worship; the challenge was getting the balance between festival-experience and religious aesthetic. Our approach was steeped in research and inspired by gothic architecture. The result was a sleek, uniquely Melbourne festival hub, brought to life by arches, dark palettes and motifs.
The Hub attracted more than 10,000 people, over eight days and is heralded as the most successful venue activation yet.
Anthony Strong | www.anthonystrong.com.au
More than 10,000 people attended the Hub
Overwhelmingly positive reviews + press coverage
Site build + design