The brief was to deliver a three-dimensional interpretation of the Phoenix brand for the entry of the building, with true design integration into the rendered façade.

Tilt were engaged to design and deliver over 25 custom architectural features for Phoenix Central Park, both in form and function.

Ben Kluger, Design Director, Studio Ongarato –

I wanted to create a sign that was as integrated, sculptural and enigmatic as the building itself.  The shapes of the coded abstract letter forms are derived directly from various elements from the architecture. The signs scale is purposefully small as a counterpoint to the large scale Indigo Slam lettering on Judith Neilsen’s residence next door.

The original 2D logo was extrapolated into 3D form, being modelled in CAD to provide depth to the branding. The letter forms were then individually 3D printed in plastic.

The 3D letter forms were cast into a curved segment of concrete and then removed to create a negative imprint – Phoenix. The concrete segment was embedded into the larger front façade such that it sat flush with the other finishes.

Each letter had been previously oversized to allow for concrete render to be applied to the negative form. Such that when render was carefully applied this resulted in a finished product of exact size.

A true example of how digital design and advanced manufacturing techniques are camouflaged by attention to detail, to achieve a traditional and minimalistic outcome.