Responses by Multiple Studio.
Background: Centered on an inspired adaptive reuse of the heritage-protected Goods Shed 5 by renowned architect Nonda Katsalidis and developer Riverlee, Seafarers is a new mixed-use waterfront precinct for Melbourne. Situated on a 220-meter (~2,370 sq. ft.) expanse of uninterrupted riverfront, the development incorporates a limited collection of residences, Australia’s first 1 Hotel, a function center, dining and retail spaces, and a public park. Its design celebrates the site’s maritime past, focusing on restoration, regeneration and reuse. Our role was to create a brand identity for the precinct and a holistic, multifaceted sales campaign to market and sell the residences.
Design core: Drawing inspiration from the elongated proportions of the historic Goods Shed 5, we developed a contemporary identity that pays homage to its industrial maritime heritage. Custom lettering reflects the site’s unique character, resulting in a versatile wordmark that can be arranged horizontally or vertically, reminiscent of the stacked typography found on shipping containers. By embracing an authentic industrial aesthetic, the brand distinguishes itself from the faux luxury prevalent in much of property marketing.
Challenges: The project involved a large, diverse consultancy team including multiple architects, interior designers, landscape architects, sales agents, a historian and the developer. A key challenge was understanding and consolidating this collective vision to create an outcome that resonated with all parties while maintaining the integrity of the design and appealing to its intended audience.
Favorite details: Deeply aligned to Seafarers’s history, the materials used for the campaign marketing emphasized sustainability and responsible sourcing. Notably, recycled materials, such as binders crafted from fabric offcuts, echoed the development’s commitment to ecological preservation. The brochure’s exterior surface repurposed raw mull book-binding cloth, thoughtfully layered for a minimalist, textural aesthetic while ensuring the book’s protection—all without resorting to environmentally harmful finishes.
New lessons: Our creative approach was anchored by research and strategy that unearthed the site’s layered history, from indigenous roots through early European settlement to the modern day. We mapped Seafarers waterfront precinct’s evolving narrative, distilling its complexity into resonant brand pillars. By redefining nomenclature for key site elements, we crafted a simplified, singular identity, setting the stage for an informed, inspired creative response. This process taught us to deepen our research beyond the familiar, uncovering the true narrative of a place to create an authentic, resonant branding outcome.
Visual influences: Our design response for Seafarers drew deep inspiration from the site’s rich maritime heritage, incorporating visual influences from the historic Goods Shed 5, the iconic crane, weathered wharf timbers, and industrialized waterfront. We also embraced the highly textural and evocative aspects of 1 Hotel’s sustainability ethos, blending natural elements with modern luxury.
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