York & George, Sydney.
Above and beyond.
York & George celebrated this fusion of old and new – where the vibrant beating heat of George St meets the more relaxed, elegant feel of York Street. One of the most spectacular components of the tower, the “weave” façade provided considerable inspiration for the branding and proved to be a pivotal piece in the creation of the display environment. Rare not only captured the essence of this iconic tower but also the imagination of purchasers, with 80% of apartments sold in just 4 hours.
Client
Fife Capital
Sector
Apartments
Services
Brand Identity
Brand Strategy
Content
Creative
Digital
Environments & Wayfinding
Inspired by elements of the interior and exterior palette, the York & George brand book featured a laser etched acrylic cover hand laminated to luminescent gold foiled paper.
A custom built joinery weave wall “wrapped” the interior walls of the display, both framing the display collateral and leading purchasers on a journey through the suite which intentionally was divided into two ‘themed’ sections representing the two sides to the project.
