Project Overview

AMP’s new Quay Quarter Sydney development is set to revolutionize and revitalize Circular Quay. Designed by 3XN, the new QQ Tower will reinvent this precinct as a destination and bring a new exciting energy to the CBD and financial district. QQ Tower is the first fully integrated and most architecturally diverse building in Australia combining business, residential and lifestyle areas with the purpose to create a more human, flexible and imaginative destination.

Project Commissioner

AMPC

Project Creator

Urbanite a part of Frost*collective

Team

Melanie Reid - Project Manager - Urbanite
Maria Briganti - Design Director Environments - Urbanite
Sophia Noh - Environmental Designer - Urbanite


Collaborators:
Ant Donovan – Creative Director
Cat Burgess – Strategy Director
Ben Hennessy – Design Director
Alex Dalmau – Senior Designer
Charlotte Brady – Frost Collective
Max Delplanque – Frost Design
Holly – Digital Experience
Tom Ferguson – Photographer

Project Brief

Urbanite, were tasked to design a game changer display suite for AMP's development Quay Quarter Sydney. The new QQ Tower is set up to redefine the commercial buildings in Australia by creating a "village in the sky"; the first and truly human-centric tower in the country to provide inspiring, efficient and optimised collaborative spaces.

Project Innovation/Need

The creative was built around the notion of effortless, uplifting and inspiring user experiences. Leading into an interior design scheme using materials, technologies and spatial configurations completely transformed the look and feel of the space.

The experience begins with the brand identity – QQ logo, executed as an infinity neon mirror sign at the entrance, next to a bright magenta door.  Once the door opens, the visitor is merged into a premium, Scandinavian style design space. The angular nature of the walls emulates the angles of the Danish architectural firm 3XN's design for the QQ Tower, and guides the visitor through the sales journey.
 
Three projectors are programmed to work together to seamlessly throw a single image onto the "projection wall" creating a 'high tech' dramatic feeling. These, in combination with touch screen tables and virtual reality Google glasses, give visitors a sense of what the Australian workplace of the future will be like.
 
Finally, framed by full-length windows, the 200m2 display suite offers an incredible view across Sydney Harbour. Mirrors over a meter tall combined with highly reflective white surfaces create an expansive and immersive feeling to emulate the QQ Tower experience.

Design Challenge

The key challenge was to transform a 200m2 office space located on Level 35 of 50 Bridge Street into a sales display suite that could position the architecture firm 3XN as revolutionary and could promote the QQ Tower as an icon of change to the Australian workforce. 

The experience needed to be effortless and intuitive. It was essential to combine the view and light afforded by being on level 35 to raise people’s spirits and to embody the QQ Tower as a positive and ripe with potential new space. 

Sustainability

Unlike other architectural display suites that are built as ephemeral spaces, QQ Tower was designed to be long-term sales and exhibition site. High-quality furniture and technology equipment provide durable assets for the next 2 to 5 years, and will be repurposed for use in new spaces once the project is completed.

Pop-Ups, Display, Exhibit & Set Design

This award celebrates innovative and creative design for a temporary building or interior, exhibition, pop up site, installation, fixture or interactive element. Consideration given to materials, finishes, signage and experience.
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