2018 Sydney Design Awards

spaces, objects, visual, graphic, digital & experience design, design champion, best studio & best start-up, plus over 40 specialist categories

accelerate transformation, celebrate courage, growing demand for design

Pierside Opening Event [DRAFT]

Image Credit : Tom Ferguson



Project Overview

Commanding the best position at the northernmost tip of Wentworth Point, Pierside continues the focus of PAYCE and Sekisui House in creating market leading retail centres to create community and entertainment hubs that maximise their trade area.

Pierside was opened in October 2017 and an event was created that was tailored to the specific area. The focus of the event was a nautical, whimsical, fun and entertaining theme. The event objectives were to showcase the retailer and establish the relationship with the local residents and visitors.

Pierside is a north-facing waterfront property located at 1 Burroway Rd, Wentworth Point, NSW. The site is adjacent to the Sydney Olympic Park Ferry Wharf, the Sydney Olympic Parklands, it is next door to a brand new primary school and a childcare centre is located within the centre.

Project Commissioner



Project Creator



PAYCE - Developer
Sekisui House Australia - Developer
Sydney Olympic Park Authority - Owner
Kreate - Event Management

Project Brief

Pierside is a new world of truly radiant harbour front retail. It represents the culmination of many years of dedication and vision, breathing life into what is now regarded as Sydney’s leading resort peninsula, Wentworth Point. The views are simply extraordinary. The architecture, phenomenal. Pierside is destined to create a new focus for this important harbour front site.

Pierside is a 4,126sqm retail precinct made up of progressive and engaging food and lifestyle community offering. The brief was to establish Pierside as the retail heart for the broader community at Wentworth Point.

Pierside’s stunning outdoors are made for dining and unwinding. Whether you’re relaxing with a midmorning coffee or enjoying dinner with friends, the al fresco atmosphere and sparkling views are why you’ll want to stay that little bit longer. Tailored to make your life more effortless, Pierside’s relaxed atmosphere is the perfect balance between ‘everyday’ and ‘special’. In addition to the convenience of IGA and a medical centre, there are hair and beauty options, with a café, juice bar, restaurants and a childcare centre.

Project Need

We wanted to create an event for the Pierside opening, we wanted to create something memorable – a memorable event for the community. The event was planned to mimic the character of the location, a nautical theme.

We engaged with the retailers to create pop up stalls and they produced products specifically for the event.

The marketing included neighbourhood letter box drops, mobile billboards, bus advertising and posters around the community.

User Experience

On the day of the event, the weather was fantastic and Pierside looked amazing with all the decorations and nautical theme. The retail podium showcased a chill-out zone with deck chairs, a sandpit with umbrellas and the retailers carts that showcased their offers including food and giveaways.

On the day over 180 gelatos and 70 candy floss were served to local residents and visitors along with over 300 mocktails and coolers, 500 dumplings and 150 burgers. Plenty of other food was prepared and served by retailers from the centre and the event saw plenty of happy kids who enjoyed the amazing face painting, pirate masks craft activities, balloon twisting and toys giveaways from Rico the Pirate.

The custom-made Pierside photo booth experience was extremely popular with families, singles and couples, young and old, and even pets getting involved.

The entertainment included the lovely Kiara playing her acoustic guitar and singing some great tunes adding to the relaxed vibe and atmosphere.

Overall the event was a huge success and all the retailers provided positive feedback.


All catering for the event was sourced locally and provided by the retailers from Pierside.

This award celebrates creative and innovative design for a business event. Consideration given to originality, creativity; theming;  audience connection and engagement and how the event created a seamless experience for the visitor and helped to reinforce the program's core message
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