Essendon Fields is a new suburb close to the city of Melbourne and a joint venture between the Linfox Group and Beck Corporation. It comprises of Essendon Airport and six other centres of excellences including: Auto Centro; DFO and Homemaker Centre; Business District; Leisure District; LaManna Direct and Hyatt Place Hotel with adjoining restaurant/bar; and The Australian Events Centre. The brief was to develop a unique billboard system to be installed at numerous perimeter sites at Essendon Fields to promote the new area as an activity centre rather than only an airport. A kinetic installation was designed that consisted of multiple cylinders that rotate in the wind, which creates a mechanical animated message. Changes in wind speed causes the billboard to ‘behave’ differently each day.
The initial concept was developed whilst working at emerystudio.
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