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Westfield SydneyCase Study
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Applying brand identity to a global flagship
BackgroundWestfield Group operates one of the world’s largest shopping centre portfolios with 119 high quality regional shopping centres in Australia, NZ, USA and UK. Westfield is vertically integrated with all aspects of shopping centre development, design and construction through to leasing, management and marketing housed internally. Westfield Sydney is set to become a global flagship in the Westfield portfolio.
The $600 million development integrates Westfield’s existing three sites on Pitt St Mall -Centrepoint, Imperial Arcade and
Skygarden – into one iconic retail centre offering the finest of local and international brands.
Applying the Westfield brand onto the retail and commercial components of the development was viewed as a business imperative that required a professional and independent input.
$600M Development 40,000 Retail Sq Mts 66,000 Commercial Sq Mts 250 Retailers
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A holistic approach
ChallengeThe challenge brought to Diadem was to assess the development on a whole-of-site basis and determine the positioning, quantity, scale and content of the external branding to be applied to the retail and commercial components of the development.
The signage strategy for Westfield Sydney needed to satisfy both Westfield’s brand and marketing criteria and the environmentally sustainable design and planning requirements of The City of Sydney.
In addition to the retail podium branding the two commercial office towers at 100 Market Street and 85 Castlereagh Street and the iconic Sydney Tower posed specific branding challenges given the architectural nature and accessibility of the sites.
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Delivering a consistent brand
SolutionWorking collaboratively with Westfield project architects, Diadem provided strategic input and carried out a viewing distance analysis of the site to determine the most appropriate design applications.
The final masterplan report was compiled in great detail with plans, elevations and sections of the entire development including low level, podium and high level branding applications. Diadem reviewed all planning controls and provided the statement of environmental Effects.
As a result of the high level of consideration given to the report, Westfield were able to secure City of Sydney agreement with all proposed elements.
Two of the most significant external signage applications that were detailed and approved in the masterplan were the placement of two new Westfield signs onto the turret of Sydney Tower to replace the existing AMP signs and the placement of two new J.P. Morgan signs on top of the new 85 Castlereagh Street building.
As a strategic advisor to Westfield, Diadem has been able to maximise the impact and consistency of the Westfield brand while at the same time addressing technical and pragmatic aspects of access, construction, illumination and maintenance.
