I worked with the Naomi Milgrom Foundation to design the latest creative campaign for Tadao Ando's MPavilion situated in the Queen Victoria Gardens. MPavilion acts as a meeting place and is host to a program of free events — prompting local and international artists and collaborators to create extraordinary experiences in response to the space.
In response to the brief, the campaign motif was ultra simple and versatile, focusing on the program imagery. The shapes were inspired by the distinctive pared back circular forms of Ando’s building. There is a calmness inherent in the pavilion design — walking through the garden and in through the interlocking walls, you enter a reflective, sacred space.
Through the use of repetition, reflection and shifting angles, the designs highlighted the fact that the programming was wide and varied with events running throughout the day and night. The ever-changing shadows and lighting within the pavilion is quite a striking feature. The audience are shown new perspectives by the artists who respond to the space with their unique angles and interpretations.
The designs needed to be flexible, accessible and welcoming for all. We rolled out street posters, signage, menus, tokens, digital advertising, social reels, eDMs and billboards.