Festival Precinct Activation – Marketing a precinct
Instinct was charged with creating an activation precinct at Victoria Harbour Docklands for Lend Lease to coincide with a month long winter festival program. Running over four consecutive Friday nights the #VHWINTER program aimed to promote the Victoria Harbour region to local residents, tourists and Melbournians in general and offer support for the local retailers and restaurants.
Winternights – Plan of attack
The location in Victoria Harbour had many limitations. A long and narrow event site meant allowances for emergency vehicle access had to be maintained. Further, the nature of the event (over four consecutive Fridays), meant the structure itself had to be built and packed down 4 times over the 4 weeks, based on City of Melbourne planning permits.
Winternights – Design
Given the waterfront nature of the site, all heavy infrastructure (truss rigging) staging and equipment was keep on the concrete areas opposite the retail, whilst decks chairs and heaters were placed closer to the waters edge, providing patrons with a magnificent viewing platform to enjoy the fire works
Festival Precinct Activation – Design & Installation
Working in collaboration with the Lend Lease Marketing & Development team, Instinct designed a purpose built installation that provided the perfect setting for locals and visitors to enjoy the waterfront eateries, a range of entertainment and the nightly fireworks display. The installation featured festive lighting, an entertainment stage, outdoor seating and heating.