Pavilion on George

Sydney CBD retail precinct 580 George required a brand refresh to attract both tenants in the HSBC tower above and to draw consumers from around the city. Ikon believed the centre needed an injection of fun and be perceived as an upbeat urban centre that elevates the everyday, while offering a diverse and accessible retail mix and a range of services and conveniences.

580 George was renamed Pavilion on George after a selection of concepts were presented by Ikon, and a new visual style and tone of voice were developed to define the rejuvenated brand personality.

In the next stage, Ikon created large-scale in-centre graphics and developed digital communications in the Pavilion On George signature colour palette and distinctive photographic style.