2012 Melbourne Design Awards

Key Dates

Project Overview

Emporium is a new retail precinct in the heart of Melbourne's Bourke Street Mall. Home to luxury fashion brands and exciting food and beverage offers Emporium is set to be a standout retail destination fro Melbourne shoppers.

Project Commissioner

Colonial First State Global Asset Management

Project Creator

R-Co. (Aust) Pty. Ltd.


Richard Henderson, Laine Warwick, Riesa Renata, Akiko Ueda, Nancy Butterworth

Project Brief

Create a name and branding for a fashion-focused Melbourne shopping precinct. The brand required needs to engage Melbourne locals and visitors with an enduring brand that combines with an evolving image that reflects the changing seasons of retail fashion.

Project Innovation / Need

Emporium serves as a brand name that describes the retail offer and reflects the premium positioning. An easily identifiable bold 'E' brand icon is combined with a changing seasonal palette of patterns and illustrations rendered in sophisticated black and white.

Design Challenge

Finding a unique name and visual identity in a crowded marketplace proved the main challenge in this brief. Adopting a name that directly refers to the rich retail past of the Bourke Street site we could inherit an authentic story that builds credibility for the new brand.


Emporium branded materials were produced using FSC certified paper stocks.

This award recognises traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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