Interchangeable display lights up entry to Town Centre
SYDNEY, 30 NOVEMBER 2020
An interchangeable outdoor artwork that sends greetings on a grand scale to patrons of Frasers Property Australia’s Ed.Square Town Centre and residents of the game-changing master planned community was officially switched on last night.
Greetings, the grand artwork by renowned artist and designer James Dive in collaboration with Scoundrel Projects, occupies the vast exterior wall of the main entry to south west Sydney’s new retail and entertainment destination.
Liverpool Mayor Councillor Wendy Waller was joined by Ed.Square Development Director, Warwick Dowler for the switching-on ceremony.
“Liverpool residents have told us how important public art is to them,” Mayor Waller said.
“Ed.Square is one of the most important new communities in NSW, given its size, location, connectivity and amenities. An important meeting place for Ed.Square residents, Liverpool locals and people from the broader south west Sydney region deserve an artwork like this,” says Cr Waller.
“The activation of the artwork couldn’t have come at a better time as it coincides with the 60th anniversary of Liverpool becoming a city and the 210th anniversary of our founding.
“The new Ed.Square Town Centre aligns well with Liverpool – one of the most liveable metropolitan areas in NSW,” she says.
Depending on the time of day, the interchangeable artwork greets passers-by with an illuminated up Good Morning, Good Afternoon and Good Evening message. In the evenings, the under croft of the entry way lights up invitingly, encouraging people to step inside.
The greetings are enhanced by a shimmering wall of black matte discs, each with a hint of magenta on the underside, which peaks through in different weather conditions. The discs are fastened securely to the wall in a way that enables them to move gently with the wind.
The scale of the work cannot be underestimated. The wall itself is 22 metres high by 16 metres wide and approximately 22,000 discs cover the space. Each letter in each greeting stands 1.4 metres tall. It’s impressive, even from a distance.
Artist James Dive says the work had to respond to the location as well as the new community.
“The artwork is community facing so that provided a particular challenge, but also an opportunity,” says Dive.
“It’s a new community so I really wanted to tap into that energy. I wanted this artwork to be a welcomed part of your day. It’s unapologetically cheerful. Even in the rain, it remains steadfast.
“The work is in constant motion, the typography can alter colour, it projects and reflects light. My hope is it is as dynamic as the community it now resides within.
“There is the also the option for the LED lights in the greeting to change colour, so perhaps on Valentine’s Day the lighting could change to pink or to green on St Patrick’s Day. In that way the artwork can keep people surprised.”
The work is designed for the long term. A team of engineers supported Dive to test ideas and overcome the challenges of building the artwork and installation, including wind-tunnel testing to check the strength of the disc mounts. A team of four people on-site used cranes and cherry-pickers to install the artwork.
“The work has a confidence, which will undoubtedly be echoed by those who call this growing community home,” Dive says.
Ed.Square is a new community in south-west Sydney. Designed as a pedestrian-friendly community, all amenities, including the Ed.Square Town Centre, are within 400 metres of more than 1,800 homes. The new community will enjoy convenient public transport links via Edmondson Park train station, while the local bus network and Western Sydney Airport will enhance these connections.
The Ed.Square Sales Centre and Display Village is open daily from 11am to 4pm. For further information or to register your interest in Ed.Square, phone Frasers Property on 13 38 38 or visit www.EdSquare.com.au.