Branding
Design
Advertising
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25 Martin Place
Dexus
An icon of the Sydney skyline, and a legacy of the visionary architect Harry Siedler, 25 Martin Place (previously the MLC Centre) has been an Australian living landmark for over 40 years.
With Dexus undertaking a total refit of the site (which incorporates the high-rise office tower, a split level open public space, a multi-level retail precinct and the Theatre Royal Sydney) our task was to create the new name and brand identity for the asset.
The new name, 25 Martin Place, celebrates the location in the heart of the world’s greatest harbour city. When visionary architect Harry Seidler gifted Sydney the building in 1978, it was unlike anything Australia had seen before.
The building was inspired by classic Bauhaus foundations, where form follows function and celebrated a deep love of geometry intersecting with modern purpose. Honouring this the identity builds on Seidler’s design principles and plays on the existing geometric form that is the White Beacon. True to the Bauhaus movement it is refined, simple and clean, doing away with unnecessary embellishment.
Today, 25 Martin Place is the centrepiece of Sydney, where visitors embrace fashion, dining, business, and culture. From new luxury and premium brands on Castlereagh and King Streets to a collection of refined restaurants and bars bringing the outdoor plaza to life.
