PRESS CLUB PROJECTS
2013 | Melbourne

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The food lab.

Equal parts laboratory,exclusive venue and test kitchen, Press Club Projects is a culinary gem hidden in plain sight on Flinders Street, Melbourne. Here George Calombaris and his team throw together ideas and ingredients using equipment that would not look out of place on the set of a science fiction movie. In creating the branding for PCP it was a challenge to maintain a friendly distance from The Press Club next door whilst maintaining a meaningful connection.

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The ON AIR Sign was a key element to the narrative of the branding of the space. When ON, it means that a show is being filmed, turning the room into a TV set.

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We developed a digital concept, including website and app, to showcase the experiments that would take place at Press Club Projects. These platforms invite patrons into the heart of the creative mixing pot.

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Collateral

When developing collateral, inspiration was found in the world of the lab and the periodic table of the elements.

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