Project
CROWN
Client
Crown Limited
completion
Credits
division
Brief
Located on the South Bank of the Yarra River, Crown Melbourne is the largest casino in the Southern Hemisphere. Inspired by the Crown’s architectural forms and interior materiality cues, the signage reflects the brand’s reputation of luxury and extravagance.
The bespoke, custom signage seamlessly integrates gold finishes that complement the building facade. Every sign was individually customised to enhance the existing environment and create a striking and memorable sensory experience.
process
The development process involved illuminating the logo through the use of power-coated gold aluminium perforated panels and LED modules. 54 LED digital panels were custom designed, manufactured and then installed around a cylindrical totem inside the casino.
Crown Melbourne’s identification signage predominantly involved the use of fabricated aluminium with a refined gold leaf finish. Gold leaf is a traditional sign making technique reserved for high calibre projects that are designed to make a statement. The ornamental decoration process reflects the luxury of the brand.
