King Street Wharf
We’ve redefined Sydney’s King Street Wharf to address perceptions it’s no longer an ‘it’ destination, revitalising and repositing the precinct to attract and build a personal relationship with Sydneysiders.
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King Street Wharf
Where everybody knows your name
We’ve redefined Sydney’s King Street Wharf to address perceptions it’s no longer an ‘it’ destination, revitalising and repositing the precinct to attract and build a personal relationship with Sydneysiders. Being a local in a tourist city can be tough. There are few spaces that feel like they are just for you and your fellow city-dwellers, much less ones that aren’t elitist or overly premium. Sometimes, you just want to go where everybody knows your name.
Get Real
We discovered that while King Street Wharf had iconic views and a large variety of venues, Sydney locals felt that there was no real need to go there, it was too touristy and seemed inauthentic as a real Sydney borough. Our strategy here was to actively shift King Street Wharf out of the artificial, tourist pack and into the local fold to make Sydney Siders feel as if they own the precinct, starting with CBD workers and residents.
My harbourfront Local
Fuelled by the brand idea ‘My Harbourfront Local’ we developed an ecosystem of strategic place-making initiatives to redefine the precinct’s identity including; Farmer’s Markets with local produce, local artisans, the ease that comes from workplace or residential proximity, and environments that capture a casual Sydney vibe.
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“Sydney Siders are looking for ‘their place’ on the harbour. A place where they can unwind, enjoy the harbour front and be with their tribe. King Street Wharf has transformed into a colourful precinct with lots of character – full of Sydney’s local characters. It’s a place where people can mix. An easy choice for everyday rituals like coffee, lunch or post-work drinks. A place that is here for locals to feel naturally at home and belongs to them within an unmistakable Sydney casual vibe.”
Catriona Burgess, Head of Place, Frost*collective
The signage is information-meets-art with bold and iconic language that feels like a kind of local code.
