25 Martin Place
This was an enormous opportunity for us to embed Placemaking, Wayfinding and Signage into a cultural setting in a way that feels both visionary for today and respectful of the past.
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25 Martin Place
Rebirth of an icon
We’re breathing new life into 25 Martin Place - the iconic 1970s site designed by ‘the father of Australian modernism’, Harry Seidler, and Pier Luigi Nervi, famous for his pioneering work with reinforced concrete. Thanks to our collaborators Woods Bagot architects, this was an enormous opportunity for us to embed Placemaking, Wayfinding and Signage into a cultural setting in a way that feels both visionary for today and respectful of the past.
Welcome back to the future
One of the most significant architectural sites in the landscape of Australia’s largest city, the tower was the world's tallest reinforced concrete office building on completion in 1977 and remained Sydney’s tallest building until 1992. When it was designed in the 70s, the architecture broke norms.
Reviving respectfully
Previously known as the MLC Centre, the site incorporates the high-rise office tower, a split level open public space, a multi-level retail precinct and the Theatre Royal Sydney. Over more than four decades the site has evolved through multiple renovations. It was no longer fulfilling its ambition as a private place designed for public use. The highly permeable site needed to be reactivated with engaging placemaking, and a clear and updated wayfinding and signage system that aligns with Harry Siedler’s vision. Iconic and abundant in history, this was an opportunity to restore the original clarity of his design and tell the stories of this place while activating under-utilised areas, like the laneways feeding into the site.
Getting into Seidler’s head
We thought about what it would have been like to be on Siedler’s team, designing the building in the 70s. We knew this wasn’t just about ‘fixing it up’. It was about creating something that feels as visionary today as it was in the 70s. We worked closely with Harry Seidler & Associates in a rigorous process to identify opportunities across the site and ideate experiences. Our laneway activations were supported by historical information from GML Heritage consultants.
