To mark 2018's Lunar NY, Crown Melbourne's
famous Fire Towers have been transformed into fire breathing dragons, in
a unique artistic outdoor installation produced and developed by
Geometry Australia (concept by TBWA Melbourne).
Aimed at driving
foot traffic and marketing Crown Melbourne's entertainment area, the
installation showcases five unique dragon panels, designed and built
around Crown's established fire flumes. Each dragon was created as a
piece of art by five of Australia's leading local street artists over
one weekend, with Geometry working alongside Pulse Communications to
execute the idea.
Geometry CEO Sean Taylor said the installation combined two iconic symbols; the fire towers long associated with Crown Melbourne, and the dragons celebrated during Lunar NY.
Says Taylor: "The Fire
Dragon installation is a simple but powerfully photogenic outdoor idea
that aims to entice locals and visitors to consider Crown Melbourne as a
must-see destination this Lunar NY. By utilising talented local
artists, we have created something completely unique and engaging for
Crown and Melbourne's artistic community, to mark Lunar NY.
"This
is a first for Crown Melbourne and reflects its interest in being known
as an entertainment precinct that offers something unique for both
locals and visitors alike."
The makeover of Crown's fire towers will be visible until Sunday 25th February 2018.
Artists involved: Conrad Bizjak, Facter, Mike Maka, Mulga and Russkidd.