On the outskirts of Melbourne lies the sprawling city of Dandenong. The area began as a farming community serviced by cattle and food markets, but today it is a major transit thoroughfare and the home to a high level of cultural diversity. It was this finding, recently tabled in the Victorian Government’s strategic infrastructure document ‘Melbourne 2030’ that spurred the reshaping of the main shopping precinct.
Arterial was commissioned to develop a master plan for the décor of the revised shopping precinct. We ran with the ‘flavours’ brought to the city by the mix of cultures, as well as iconic images of life in the movies and imbued the precinct with colour, movement and a sense of fun.
The two main entrances to the food and cinema halls were treated with vibrant graphics as well as providing a revised facade, external night activation and internal laneway development that all included safe after-hours pedestrian access.