MLC | 25 Martin Place

As Creative Director of environments at Frost*collective, I led the design and delivery of the retail signage strategy, wayfinding system, and interpretive placemaking for 25 Martin Place (formerly the MLC Centre), a landmark of architectural and cultural heritage in Sydney’s CBD. Working closely with clients and architects, I created a holistic solution that respected Seidler’s modernist legacy while introducing a bold contemporary expression.

My role spanned the full lifecycle, from strategy and concept through to documentation and implementation, ensuring every element enhanced orientation, functionality, and retail activation while remaining seamlessly integrated into the revitalised public domain.

A defining contribution was conceiving the transformation of the existing plaza skylight into a glass-bottomed pond, reimagining a functional element as a striking placemaking feature. This intervention introduced light, movement, and reflection into the plaza, reframing the connection between public and retail spaces while elevating the everyday into a memorable experience.