Sydney fish market launch
Bringing the Sydney Fish Market to Life
Explore how this project broke into mainstream media, boosting 3XN's global brand recognition, and setting a new benchmark in the realm of architectural design communication. A proud example of my work - where architecture, artistry, and strategic narrative converge to leave a lasting impact.
Project Title: Launch of 3XN's Sydney Fish Market Design
Client/Company: 3XN Architects, Copenhagen
Date: June 2017
Objective: The primary goal was to steer the narrative of 3XN's ambitious Sydney Fish Market design - a project with significant public interest and the largest waterfront development since the opera house. As an unbuild project, the aim was to leverage compelling visuals and a strategic story to capture public attention and generate excitement over the 5-6 years of development and construction.
My Role: I served as the strategic lead on this project, overseeing the creation and direction of the project's narrative. This included managing the various stakeholders involved, curating the artistic visuals, developing the concept for a short animation film, and facilitating effective media coverage.
Approach/Strategy: I chose to collaborate with the esteemed Norwegian visualization studio, Mir, known for their artistic style and impeccable attention to detail. Our strategy was to blend reality and animation, creating an illusion of the Fish Market architectural model coming to life within 3XN's studio space.
Process: The project involved intricate stakeholder management, careful development of artistic visuals, and a creative approach to storytelling through a short animation film. Each step was planned meticulously to ensure the accurate and appealing portrayal of 3XN's design to the public.
Outcome/Results: The project was a significant success, capturing the news in Australia, featuring all day on TV2 - a rare accomplishment for architecture - and garnering attention on major design sites. It not only pleased the client but also considerably boosted 3XN's brand awareness.
Reflection/Lessons Learned: This project underlined the power of effective storytelling and visual representation in architecture, especially in public projects of significant magnitude. It was a testament to the importance of careful stakeholder management and strategic planning in achieving project objectives.
Breathing Life into Blueprints: Unveiling the Sydney Fish Market
Together with the talented animation team at CAD People, we ventured into uncharted territory, blending animation with real-world studio footage to craft a vivid narrative for the launch of 3XN's Sydney Fish Market.
I took the reins on the project, developing the concept, and authoring the script. It was an immersive endeavour to translate architectural visions into a dynamic and captivating film that was more than a launch – it was an invitation to witness the genesis of a landmark, unfolding within our studio space.
This project stands as a testament to the power of innovative storytelling in architecture, blurring the lines between reality and imagination, to create a tangible connection with our audience.
