ACMI X - Australia’s National Museum of Screen Culture

Client:
ACMI, Australia's National
Museum of Screen Culture

Studio:
Warren and Mahoney

Year:
2023

Location:
Melbourne, Australia

Services:
Creative strategy
Design direction
Interior design
Signage and wayfinding
Art direction
Brand activation

Located in the heart of Melbourne’s Fed Square, our design response for ACMI X celebrates the wonder and power of moving image to empower the next generation of makers, players and watchers.

We integrated a dynamic brand language with a bold hosting environment for industry teams, collaborators and partners to engage.

ACMI as a brand has built significant equity within the Australian audience. Like it’s new collaboration space, the brand activation needed to embody a bold, provocative identity and be proudly ACMI.

Example event activation campaign

This unique offering is embodied through a dynamic and provocative approach to the experience. With an open front door, all team members, collaborators and partners are welcomed and represented through repetition and form.

The environmental graphics within the space not only ensure clarity of user journeys, but places creativity and the power of the collective on display. A flexible brand language and extension of the interior palette blends seamlessly with the spatial experience. This is extended through their approach to brand identity and event activation.

As one advances through the space, layers reveal a cross pollination of ideas and the cultural spark of the brand. The result is and inclusive, impactful space that empowers the community within to enrich the community without.

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