Pentridge Sees Sense In Putting Creative Agency Sense In Charge

Pentridge Sees Sense In Putting Creative Agency Sense In Charge
SHARE
THIS



After a competitive pitch, Melbourne creative agency Sense has been appointed to oversee the branding, marketing and launch of the mixed use development site in Coburg formally known as Pentridge Prison.

Pentridge has been ripe for development since it ceased operations as a prison in 1996, but successive re-development attempts have failed to come to grips with the magnitude of the job, the history of the place and the huge opportunity it represents.

The Shayher Group acquired the site with an ambitious vision to create a vibrant urban hub comprising new residential apartments, commercial, retail and entertainment destinations as well as expansive public and community spaces.

“Pentridge is iconic,” explained Sense director David Whiteside. “The name is etched in our collective memory. It’s rare to work on a project with such strong recall.”

When asked if the site’s former identity as a prison posed a marketing problem, Whiteside was pragmatic. “It stopped being a prison nearly twenty years ago. We’re focussed on the future. Our task is to create a positive new chapter for the site while embracing its one-hundred and fifty years of history, and the mind-blowing fact that Pentridge will stand as a vital part of Melbourne’s landscape forever. Landmark status on such a grand scale will make it an appealing place to live, work and visit.”

The historic buildings are truly beautiful and intrinsically intertwined with of Melbourne’s past. The challenge will be to retain that historical integrity while creating desirable living spaces and public amenities, but the Shayher Group is committed to doing so.

“Pentridge was originally the name of the suburb. It was renamed Coburg in 1870 because the local community didn’t want to be associated with the prison. We’ve interviewed several local residents, and we know that they’re looking forward to reclaiming Pentridge as the bustling heart of Coburg.

“We’re delighted to be able to help bring such an iconic site back to life. There are very few opportunities to work on a landmark project of this scale, especially one with such a rich and colourful history.”

Sense will commence work on the visual identity immediately.

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]