leading the way at barangaroo
International towers sydneY
SYDNEY’S BARANGAROO ATTRACTS INTERNATIONAL ATTENTION
Urbanite, part of Frost*collective, have installed over 9,000 signs in a world-class strategic signage solution at the heart of the largest and highest profile Sydney development in over a century – Barangaroo.
Standing at the heart of the commercial precinct are three iconic towers, the International Towers Sydney, designed by globally acclaimed architects Lord Richard Rogers and Ivan Harbour from Rogers Stirk Harbour + Partners.
Lendlease engaged Urbanite, part of Frost*collective, to deliver a premium signage solution for International Towers Sydney’s three towers - T1, T2 and T3.
three towers - 9,000 Signs
Urbanite’s T2 strategy formed the blue print for roll-out across T1 and T3. Over 40 bespoke freestanding and wayfinding sign-types and over 600 individual regulatory and statutory sign-types were designed. This equates to approximately 3,000 signs for T2 alone and more than 9,000 signs across the three towers.
As part of the signage solution across all three towers Urbanite set out to strengthen and drive the architectural intent for the Towers and their surrounding precinct. With accountability for the entire site, we needed to ensure all communication points were consistent and aligned with the environmental branding for the towers.
CORPORATE SIGNAGE SPILLS OUT ACROSS PRECINCT
As one of the most significant urban regeneration projects Sydney has ever seen, it made sense that the precinct would require ongoing creative and consulting services. In addition to working across the three towers, Urbanite worked with Lendlease to refine the International Towers Sydney brand logo. Brand guidelines and application of the brand across signage and collateral were also delivered.
The scope of work at Barangaroo then extended to the corporate head-quarters of Westpac, Lendlease, HSBC and KPMG; signage and graphics for casual dining destination The Canteen, the R7 building, T1 carpark entries, retail and public area signage, and signage guidelines were needed.
A successful relationship with Westpac delivered wayfinding and placemaking for the T2 Barangaroo HQ expanding across 2,300 sqm/floor over 28 floors. Urbanite translated Westpac’s brand ideas into tangible spaces connecting staff to the International Towers Sydney environment and developing a sense of place and journey unique to the brand.
Like Urbanite’s HQ’s for Lendlease, HSBC and KPMG, this project goes beyond wayfinding to deliver an integrated and sophisticated corporate environment.
FAULTLESS ATTENTION TO DETAIL ADDRESSES CHALLENGES
Urbanite collaborated with Woods Bagot on the public ground-floor foyers of all three towers, ensuring sign forms and entry experiences worked with the interiors, while ensuring integration of the signage with the architecture.
Challenges included creating ease of navigation from entries, maintaining the brand experience continuing up the towers, and understanding the complexity of the different levels, security turnstiles, user and access hierarchies. These complexities demanded a system that could effectively present and filter information as necessary to different and multiple user groups.
Awards in recognition of Urbanite’s large-scale urban environmental wayfinding and experience strategy, high-level design, documentation and project management at Barangaroo, include:
— Westpac - GOLD - Sydney Design Awards, 2016
— Westpac - BRONZ - Laus Awards, 2016
— International Towers - GOLD Sydney Design Awards, 2017