Central Station, Sydney
Client: Transport for NSW
Photography: Saskia Wilson & Right Angle
Scope: Concept Development, Brand Strategy & Project Management
Developed by Right Angle, EDDY is a new cultural precinct inhabiting dormant retail spaces within Sydney's grand Central Station, showcasing the cutting edge of art, food, music, fashion and design.
During concept development, EDDY emerged as a fitting name for the temporary precinct. It spoke to its location on Eddy Avenue without just being a numbered address; was a punchy nickname that personifies the kind of approachable brand the Right Angle team were creating; and used its dictionary definition – a small whirlpool – as a metaphor for the station’s role as a focal point of human traffic. As it evolves, EDDY will become a cultural whirlpool for Sydney.
Taking inspiration from the Op Art movement, the Right Angle creative team developed an identity that harnessed flow and leant on the fact that all lines lead to Central. Colour and curves were used in a playful yet legible way that allowed for a unique framing device for text and imagery. Versatile and dynamic, this is a direction that can be applied across a variety of mediums, both digital and physical, through animation, signage, lighting and projection.
EDDY's cultural collective includes: Shoebox sneaker laundry services; local florists Dust Flowers; Picnic by Condimental; live music and tapas on the outdoor plaza by Bears; locally-made furniture and lighting by Australian Design & Co; fruit candles by Nonna’s Grocer; a Shade Files Eyewear sunglass boutique; Planet Trip Records’ new recording studio; digital dispatches by Nomad Radio; and City Oltra, purveyors of pizza and Poor Toms gin.