A Sense of the Future

AMP Capital

 A Sense of the Future

The background

As the transformation of Sydney’s Circular Quay waterfront continues, its newest precinct Quay Quarter gets closer to fully coming to life.

As is the case with many of the places we work with, it’s our job to create a sense of place for a destination that’s in transformation, and in the process of being delivered.

The Quay Quarter Magazine, which we dubbed “The Quarterly” serves a dual role – helping to secure retail tenants as well as spreading the word about this new Sydney destination.
 A Sense of the Future
 A Sense of the Future
 A Sense of the Future
 A Sense of the Future

Our thinking

To help people experience a taste of what’s to come, our idea was to theme the magazine around the senses – sharing the development's future sights, sounds, tastes and textures.

The edition explores the sensory delights of Quay Quarter as it moves from dawn to dusk, and into the night.
 A Sense of the Future
 A Sense of the Future
 A Sense of the Future

The Creative

Working with writer Stephen Lacey to cover all dimensions of what the development is about, we explored the many sensory experiences that sit at the heart of the future Quay Quarter.

Features on future sights include a major editorial piece on the work of Indigenous artist, Jonathan Jones, as well as a mini booklet on designer Tom Dixon, who is creating the lobby of Quay Quarter Tower.

On the culinary side, we explore new trends in natural wines, as well as a feature on the future of lunch, brought to life by our resident illustrator Mike Souvanthalisith.

These in-house illustration skills were also put to use in creating a walking map of the precinct, as well as creating an illustrated guide on how to clean leather shoes with the wisdom of legendary Sydney cobbler Andrew McDonald.

Throughout the issue, the stocks change in texture from coarse to smooth, to emphasise the sense of touch. A series of icons for each sense also enrich and refocus the reading experience. The Quarterly is a mix of general editorial and practical pieces, trend forecast pieces and other bite-size articles. Longform editorial features cover the artist Jonathan Jones and designer Tom Dixon, who are both creating major works for the precinct.

By using all the craft of editorial design – from features to illustrations and vox-popping people on the street – The Quarterly is designed to sit comfortably on any newsstand and makes tangible the culture of one of the most exciting redevelopments in Sydney – a place for all the senses.
 A Sense of the Future
 A Sense of the Future
 A Sense of the Future

“Through The Quarterly we've been able to further bring to life the Quay Quarter brand and refine its voice in the market. The magazine became a showcase of the brand's stretch between communicative and playful. We wanted the magazine to read like music; naturally easing back and forth between restrained long-form writing and short accented articles, whilst building up towards more impactful crescendos in both layout and information."

MICHAEL SOUVANTHALISITH, SENIOR DESIGNER, FROST* PLACE

 A Sense of the Future