Tourism Victoria | Melbourne Airport
Hail was invited to create a welcoming experience for people arriving into Melbourne Airport. The project was developed on behalf of Brand Victoria at Melbourne International Airport.
We developed a narrative for the space and a design approach that incorporated the existing visual language of the brand to create a space that was familiar to the audience and welcomed new arrivals to the state.
This leveraged off Tourism Victoria’s international marketing campaigns to create a consistent and familiar tone of voice – helping to reinforce the brand and trigger emotional responses.
We incorporated LED video walls, integrated calming lighting and audio cues to develop an environment that was engaging without being overbearing after a long haul flight.
Hail was responsible for the ideation of the space, sourcing materials, technologies and prototyping together with the full documentation of the site for build.
Our creative approach
This submission outlines the creative approach Hail Design has taken to redevelop two Welcome to Melbourne spaces within the T2 International terminal at Melbourne Airport.
Our key objective has been to make those spaces work harder at welcoming international visitors to Melbourne.
Through creating various brand and marketing intiatives for Tourism Victoria to help market the state internationally, we understand there are several visual cues that connect the Tourism Victoria brand. We have sought to incorporate those visual cues into the spaces, so visitors have an immediate understanding of who is talking to them.
We have focused on gently guiding visitors through the spaces, allowing them to get a feel for Melbourne and Victoria without burdening them with over complicated visual trickery.
We have also included interactive elements such as a videowall, QR codes, and unique information stations that equip people with the tools to explore Melbourne and surrounds.
Finally, the spaces we have designed show Melbourne and Victoria’s most valuable assets and experiences in large format visuals, creating a sense of amazement, excitement and reminding visitors why they made the long haul in the first place.
in amazing places
having amazing experiences.
Considered use of materials such as timber slats, detailed tiling and hexagonal devices were used to create a space break the corridor and arrest the viewer.
Soft curves were added to corner panels, helping with safety and connecting to the Brand Victoria visual language.
Stage 2 was developed in coordination with Architectus – who were developing a broader scope of works for the airport.
This area was positioned immediately after the customs gates.
The position posed a few difficulties, namely the proximity to customs meant it had several security issues associated with it. Hidden glass panels and a clear view were imperative.
The area also needed to calm and entice people as they came through Customs security.
We focused on provided imagery of iconic sites as an inspiration, but also created the space for people to quickly grab information to read while waiting for baggage. The space also provided a taste of the design aesthetic in Melbourne.
with useful tools
for the journey ahead
We create and activate brands across multiple spaces — designing deeply memorable and engaging experiences.
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