Place Activation

Description
Avid was engaged by Place Match on behalf of Brookfield to develop a diverse six-month event activation program in 2012 to celebrate the opening of Brookfield Place.

Event
Brookfield Place Activation Program

Years
2012

B rookfield Place is one of Australia’s most significant commercial developments. It is located in the heart of the Perth CBD. Completed in 2012, the precinct is a fusion of world-class architecture and amenities. Brookfield Place offers high quality food and fashion in some of the Perth’s most sympathetically restored historical buildings.

The innovative, contemporary and inspiring events in the launch program were designed to:

  • drive visitation
  • support retail objectives
  • create destination awareness, and
  • enhance the visitor experience

Some of the key events on the calendar included:

Fashionably Loud Fashion Event

Fashionably Load was an afternoon of rock and fashion. Perth Fashion Festival models strutted down the outdoor runway featuring fashion by Zara Bryson. They were accompanied by the cool sounds of San Sisco performing live.

Awesome Festival Family Activities

The AWESOME International Arts Festival for Bright Young Things is a showcase of the best contemporary arts from around the world, for young people.  A number of performances and installations were programmed in Brookfield Place for an audience of children, their families and the young at heart.

Beckett Says

Beckett Says was an outdoor sound experience for up to 30 people at a time using wireless headphone technology. Wearing headphones, participants will hear Beckett’s mysterious voice over their 20 minute journey. Following his instructions, visitors experienced the city in an entirely different way.

Digital Hand Painting

Microsoft Kinetic was used by Hatch’d to create a digital hand painting installation to complement the festival. Participants stepped into a paint booth and moved their hands in space to select and apply colours.  With multiple participants, visitors were able to create a mess-free masterpiece together.

Six Seasons Cultural Program

A cultural program based on the six seasons described in Indigenous cultures presented six, week long programs over 12 months.  Featured artists included Ella Rose Taylor, Jilalga Murray Ranui and Laurel Nannup. Each season featured the artist in residence, an artist discussion, exhibition of work, retrospective, live performances of traditional and contemporary dance and music.

Christmas Wonderland Light Show and Entertainment

Perth’s coolest, edgiest and most spectacular, Christmas ‘light show’ came to Brookfield Place. Spectacular Christmas projections by light projection company The Electric Canvas were projected onto the heritage façades of Brookfield Place.  The projections were visible along St Georges Terrace, Perth’s most prominent business destination. Carols ‘with an edge’ complemented the projections every Friday night.

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Avid Events Placemaking for Perth Cultural Centre (Client MRA)