Foxtel Melbourne Festival Hub brand / signing


The Foxtel Festival Hub at the 2013 Melbourne Festival

For three weeks during the Melbourne Festival, the Foxtel Festival Hub is the Festival’s venue for the community to meet, experience friends, culture and artists.The Hub is a ‘pop up’ style venue, which emerges over 10 days from Melbourne’s Alexandra Gardens, conceived, design and rolled out by Bluebottle Design.

The studio was invited by artist and designer David Lancashire to develop a concept proposal to respond to the Hub. David’s mark making and interpretive design, came together with Andrew’s idea of cultural conversation concept and typography, graphic approach in mid July 2013. At the concept stage David left the project, for a well earned European creative 5 month odyssey, left the project to us to develop, wrap up and roll out – (see our Facebook page for David’s postcards from Europe).

Working with a new Festival brand by brand agency FutureBrand, the expectations of stakeholders, the demands of a large yet temporary site and a no fuss budget, the graphics concept took many turns, and from this space an new concept took shape. Armed with the idea of ‘cultural conversation’, elements chopped, shifted and revealed.

A material palette for the Hub came together of black and white, dry brush murals, inky mono graphics, vinyl cutting, scaffold, form ply, large format printing, magnets, 35mm screws, chalking, hanging, strapping, fixing and three day bump-in followed by a long bath.

The design schemes and mock ups plans helped defined the elements and mood, the final outcome came together at the bump in on site, over the week to the 11 October, as the design package responded to the demands of a working space. Over the bump-in a whole lot of creative rumble, huff and smiles was the design. It was wonderful getting dirty and working with the Blue Bottle crew, as Ben from Blue Bottle said during the build – Making your design is rare opportunity and experience. It is Ben.

Cheers David, Ben, Andrew, Frog, KJ, Geoff, Dave, Will, Donna and Josephine, fun, fun, fun.

Go see the Hub between 11 to 27 October, Alexandra Gardens, Melbourne from noon.

See a clip about the Hub here

Outcomes /
Brand mark
Image making
Sign master planning
Production planning
Drilling, bumping and making

Images /
Finished brandmark
The elements and bump in Site signing,
Internal mural works by Andrew Ashton,
Chalking mural work with artist Geoffrey Nees
Original concept sketches by David Lancashire and Andrew Ashton