80 Collins
Illuminating Melbourne
Merging work and public spaces, 80 Collins illuminates Melbourne’s iconic laneway experience—curating experiences at the intersection of fashion, food, and accommodation.
Inspired by the iconic street lamps of Collins Street, 80 Collins was envisioned as a beacon that ‘illuminates the best of Melbourne’. This architectural influence informed the brand positioning and, as the premier asset in the Dexus portfolio, we embraced the full spectrum of colours in the Dexus brand framework—rather than attribute one. Studio Payne crafted gradients and graphics that evoke light’s glow and transformation, and the leasing brochure echoed this through an iridescent foil.
80 Collins Street redefines luxury placemaking in Melbourne, blending fashion, food, and accommodation at an iconic address. For the brand’s launch, we commissioned digital artist Mr P to create a captivating 3D art film that illuminated the building’s identity on a grand scale—showcased on a 9-meter lobby screen. Inspired by the concept of a glowing lantern, the brand expression reflects the vibrant energy of the precinct, transforming the architectural angles into an immersive digital experience that celebrates the quintessential Melbourne laneway atmosphere.
As part of the placemaking launch, we created a compelling retail leasing campaign and approach, centred on the concept of “Ignite the Senses.” This vision was expressed through evocative photography and brand collateral, attracting some of the world’s most iconic luxury names. The campaign positioned 80 Collins as a landmark destination for premium retail, securing brands such as YSL, Moncler, and Golden Goose. At campaign completion, the South Tower was fully leased, with global tenants like Vanguard establishing a presence. Today, 80 Collins stands as a benchmark asset for Dexus within the Melbourne CBD.
Collaborators
Photography
Isamu Sawa
More Projects
Campaign, Production
Selected Clients
Google
Nike
Woolworths
Macro
QV Melbourne
Burwood One
Mirvac
Westside India
Zudio India
Eva
Art of Soule
Play-ground Coffee
Total Fusion Platinum
Tourism Victoria
JCDecaux
Open House Melbourne
Linda Boronkay
Genius Childcare
Mayfield Childcare
The Next Step
Hale Gym & Spa
Accor Hotels
Little National Hotel
Osborn House
DOMA Hotels
Hotel Realm
Louis Restaurant
Med Restaurant
The Alby
Leyla Bar
The Motley Hotel
Evra Restaurant
Dexus
GPT
ISPT
Cbus Property
Charter Hall
Stockland
Colliers
Grollo Group
DOMA Group
Cavcorp
Hesperia
Amber Property Group
