Barangaroo represents one of Sydney’s most exciting transformation projects. Lendlease were responsible for the southern 22 hectares of site – creating a vibrant residential and commercial precinct. Houston guided Lendlease from the outset of this project, creating a compelling narrative which in turn led to the naming, branding and activation of live places. From the overarching place strategy to The Streets of Barangaroo campaign, Houston’s involvement truly helped activate this corridor along Sydney’s prized foreshore.
The Streets of Barangaroo
This is an award winning campaign which captured the vibrancy of Barangaroo’s dynamic, fine knit street scape. It was a natural extension of the original Barangaroo brand positioning developed by Houston – Flagship Sydney. The campaign was activated across many channels, and helped create a hive of activity within Sydney’s most exciting waterfront neighbourhood.
International Towers Sydney
The strategic nature of this job was first and foremost to position ITS as the home of the modern economy – to put Sydney on the global stage. Interestingly, the site has deep roots in trade and economy, once being home to bustling finger wharves. The identity Houston created celebrated this rich heritage, while positioning the ITS towers as an iconic global landmark.
Retail and Residential
The distinct residential offering of Barangaroo was named by Houston. Anadara was inspired by the scientific name of a cockle clam – distinct to the region and also reflected in the unique shape of the built form. Alexander paid homage to the historical significance of the site; it was named after one of the ships in the first fleet.
The 127 Storeys campaign was specifically created to attract the right retail to the site. It captured the vibrant intersection of people at Barangaroo, the macro vision and the delicious details which make it so magnetic.