25 Martin Place Sydney’s ‘White Beacon’
An icon of the Sydney skyline, 25 Martin Place (previously the MLC Centre) has been an Australian living landmark for over 40 years. The new name, 25 Martin Place, celebrates the location in the heart of the world’s greatest harbour city. When visionary architect Harry Seidler gifted Sydney the building in 1978, it was unlike anything Australia had seen before.
The building was inspired by classic Bauhaus foundations, where form follows function and celebrated a deep love of geometry intersecting with modern purpose. Honoring this the identity builds on Seidler’s design principles and plays on the existing geometric form that is the White Beacon. True to the Bauhaus movement it is refined, simple and clean, doing away with unnecessary embellishment.
Today, 25 Martin Place is the centrepiece of Sydney, where visitors embrace fashion, dining, business, and culture. From new luxury and premium brands on Castlereagh and King Streets to a collection of refined restaurants and bars bringing the outdoor plaza to life.
Internationally renowned architect Woods Bagot, in consultation with Harry Seidler and Associates have worked together to future-proof the heritage listed 25 Martin Place and celebrate its new identity as the heart and soul of the Sydney CBD. The 2019 – 2022 redevelopment preserves the building’s integrity and legacy for future generations.
Harry Seidler’s original designs were inspired by what was happening globally in the 1970’s. The building was inspired by classic Bauhaus foundations, where form follows function, and celebrated a deep love of geometry intersecting with modern purpose. 25 Martin Place builds on Seidler’s design principles and plays on the existing geometric forms to deliver revitalised public spaces in the heart of the city.
Harry Seidler’s vision was to create a vibrant city within a city. From the outdoor plaza to the sculpture courtyard, terraces and laneways, the precinct’s integrated spaces create a generous public space for visitors to socialise and connect.
- Agency/Creative: The Hallway
- Article Title: 25 Martin Place by The Hallway
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Australia
- Agency/Creative City: Queenscliff
- Market Region: Oceania
- Project Deliverables: Brand Creation, Brand Design, Brand Guidelines, Brand Identity, Brand Mark, Brand Naming, Brand Strategy, Brand Tone of Voice
- Industry: Real Estate
- Keywords: Sydney, CBD, MLC Centre, 25 Martin Place, Dexus, Property, Branding, Precinct, Graphic Design, Photography
Design Director: James Nielsen
Photography (Food): Joh Bader
Photography (Fashion): Steven Popovich