ACE BY APEROL
For this project, we were asked to design a a new Australian Open festival/event space. We were able to select from 3 new site options to hold and inspire this new event, which I chose Total House carpark on Russell Street in the CBD of Melbourne. I wanted to show connection between the Australian Open brand and another brand within the event space, and who better than APEROL. The event was able to connect with AO new brand values and positioning, presenting a new future focused entertainment opportunity for both brands.
Ace by Aperol is a day to night event located on the top level Total House car park. This heritage listed site is nestled in and amongst Melbourne’s skyline, allowing for spectacular 360 degree views of the city both during the day and at night. This location is situated in a city which is ever changing and adapting, this event will do the same. Operating from 12:00pm to 2:00am, ‘Ace’ will be a place where Melbournians can escape the hustle and bustle below, to a haven where relaxation meets nightlife.
Day
During the day, the space will be a relaxation and entertainment zone. Where attendees are able to relax and watch the Australian Open tennis matches while hanging out with friends, drinks Aperol Spritz and taking in the city views.
Night
When the sun goes down, ‘Ace’ will transform into the quietest night club in the city. Offering attendees a silent disco zone and
continual drinks to last you for the whole night.
event pavilion
For this project, we were also asked to design an event pavilion which would be a central hub for the event. I designed the Pavilion Dome which will be main entertainment section of Ace by Aperol. It will be a designated zone for attendees to throw on some headphones, dance and sing with their friends.
The Dome, constructed from the chosen prefab system scaffolding, will be accessible for attendees at all times of the day. The Silent Disco will allow limited distractions for attendees who have come to the event to watch the Australian Open matches during the day and continue on into the night with the addition of LED lights promoting a strong dance club atmosphere to the space.The ability for the Dome to adapt and transform from day to night connects to the ongoing momentum of the Australian Open, as they are always adapting and changing to better their consumer experience. The features of the Dome will also connect to sub-brand strategy and the overall design narrative of ever-changing methods.
As a method of way-finding and signage for the event, I designed 2 main signage structures which will be positioned on the Russell Street Entrance side of Total House.
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The first is the 'ACE' logo structure. Made out of scaffolding, the structure presents the name of the event. Being 10m high, this structure will be able to be seen from ground level as well as surrounding building.
The second structure is the entrance fan structure. Again made from scaffolding, the fan presents the main entrance point for attendees to enter in from.
To present the day to night element of the event, I chose to incorporate LED strip lights onto the scaffolding, in the pavilion and both signage structures. This will allow for all structures to be used and seen during the day and to transition to night use as well.
Poster advertisment
To introduce the event to Melbournians, I have designed 3 posters which will be positioned around Melbourne. The posters present key elements of the event, with the combination of Aperol and the Australian Open seen through graphics. This will allow for the two brands to be equally presented throughout the event journey. The addition of Hashtags will allow for the event to be seen on social media, increase the exposure and activity for the event.
way-finding flags
As another method of way-finding, I have designed event flags which will be positioned from Melbourne Park up to Total House on Russell Street. This will be a point of attraction for the event, making attendees of the Australian Open aware of the offsite event. The flags incorporate the colours and tone of the event, presenting graphics which are continuously used throughout the event space.
Interactive screens
I designed interactive digital screens as a key artefact for Ace by Aperol, these will be an introduction into the event space. The screens offer a variation of options to make their experience during the event more enjoyable.
Current Matches
Be able to see which matches are currently being played at Melbourne Park and which is being shown on the Big Screen at the event
Directional
Allow attendees to find their way through the space with ease
Drink Order
Attendees are able to cut the lines and pre-order their drinks to ensure they are immersed into the event from entrance
directional
The digital screens will allow for attendees to find their way around the event through a scan option which will bring a directional live map up of the attendees phone to direct them to the area of the event they wish to visit upon arrival.
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Upon arrival, attendees will be able to explore the event space through the interactive digital screens. The screens will present the floor map of the event and allow attendees to search an area they wish to be directed to first. As there are 4 different entrance points, 4 screens have been placed at each one. This will allow for attendees to find their friends or family who may already be at the event, without getting lost in the crowd.
drink order
Attendees will have the option to purchase multiple glasses of Aperol Spritz or even purchase bottles to take home with them after the event. As this is an Aperol event, this will be the predominant drink at the event, however there will be a beer option for attendees who don’t drink Aperol (but why wouldn’t you!)
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The interactive digital screens will also offer attendees the ability to pre-order a drink upon arrival. Similar to the directional scan option, attendees will be able to use their mobile devices to scan the screen to bring up the drink order page. Allowing for no lines at the or long waiting times to get your drink, quick and efficient.