Sydney’s Central Park Precinct launches brand, identity, signage and graphics system via Frost*

A brand, identity, signage and graphics system created by Frost* has been unveiled at the new retail centre within the Jean Nouvel designed One Central Park building, part of the $2billion development of the Central Park urban village which is reshaping the Chippendale and Broadway areas on the fringe of Sydney’s CBD.

Frost* has been working with Frasers Property and Sekisui House to create award winning identities, graphics, place marking systems and marketing campaigns for the landmark property development for four years. For the Central retail project, spanning 16,000 square metres across the first six levels of One Central Park residential tower, the agency was briefed to create an integrated system which would build on the architecture and the ‘global youth’ focus of the retail mix, to create a feeling of destination and build a sense of local ownership. Frost* have created an umbrella identity, a sub-brand for the food precinct, internal and façade identification, directional signage, placemaking graphics and construction hoardings.

The central idea underpinning the work from the studio grew out of developing the overarching proposition for the Central Park Precinct, focusing on the vibrant diversity and global village values of the development. With the retail centre fronting the major transport artery of Broadway and opening out at the rear on to green space, Frost* also wanted to make the connection between the retail centre and the urban park at the heart of the site – authentic, natural, accessible and welcoming to all users.

The concept of Central Kitchen as the naming for the food precinct came from the idea of the kitchen as the heart of the home and in this case, of the site, identifying a place for diverse users to connect.

The wayfinding signage mixes timber and white finishes aligning with the park and green façade, as well as responding to the high proportions of natural light in the centre. Placemaking graphics to the amenities corridors were developed as wallpapers, customised to brand the retail precincts on each level. The mix of old and new graphic devices responds to the site, acting as a celebration of diversity, with the underlying theme of authentic quality.

Says Vince Frost, founder and executive creative director at Frost*: “It’s been exciting to be involved in this project and to see our work on Central Park touch every use, from residential, to public spaces and now, to retail aspects of the development.

“The transformation of this part of Sydney from the creation of this new urban village is already evident. The opening of the retail centre will only build upon that and provide another amenity that will further enliven this community.”

This latest work from Frost* is another output from a strong ongoing relationship with Frasers Property, having created the identity for the Central Park development and a recent marketing campaign for One Central Park’s collection of multi-million dollar upper level apartments branded SKY, amongst many other projects.

Executive Creative Director: Vince Frost

Senior Account Manager: Katherine Monk