PAVILION ON GEORGE

Positioned above Sydney’s Town Hall station and beneath a busy office tower, 580 George Street is a constant hub of movement. Its retail mix and range of services made it well-suited for commuters, office workers, and shoppers — but it needed a brand that reflected this energy.
    The precinct was reimagined as Pavilion on George, brought to life with the line “excite the everyday.” Humble products were celebrated with sassy messaging across gelato-coloured panels, adding fun and visibility during renovations. A fresh website, print collateral, and bold hoarding both street-side and underground helped reposition the space as a bright, upbeat part of the city.