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Commercial

Uptown Evolution: Reinventing a Brisbane Icon

CV Media & Signage recently embarked on a significant rebranding project for the building formerly known as The Myer Centre in Brisbane. This challenging task was initiated due to the closure of Myer’s iconic location after 35 years, necessitating a comprehensive rebrand for Vicinity Centres to reshape the building’s identity.

The project’s scope was extensive and multifaceted. It included the removal of three longstanding sky signs and the installation of two new ones, revitalising the building’s skyline presence. Additionally, a cantilevered parking façade sign was refreshed, carpark entry signs were refaced, and lightboxes along Elizabeth and Albert Streets were either replaced or refaced. The project also entailed installing new awning signage at three key corners, utilising folded black aluminium and vinyl logos. A key requirement was that all work had to be conducted outside of business hours to minimise disruption.

The project presented unique challenges, particularly with the sky signs. The existing signs had been in place for over 30 years, which meant the condition of both the signs and the building façade was uncertain. The installation was complex, requiring abseiling techniques and needing to be completed over several nights. Time was also a critical factor; due to the building’s iconic status, all references to the previous tenant had to be removed swiftly and efficiently.

Vicinity Centres’ decision to work with CV was influenced by our strong relationship with their Brisbane team built through previous successful collaborations on digital parking solutions at Uptown and Queen’s Plaza. This established trust and a proven track record were key factors in CV being chosen for this significant rebranding initiative.

This transformative project not only revitalised a key Brisbane landmark but also reinforced CV’s commitment to innovative and precise solutions in challenging circumstances. The newly rebranded Uptown now stands as a modern icon in Brisbane, symbolising a new era for the location.

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