Pentridge breaks out with Sense
Following a competitive pitch process, we’re proud to announce that Sense has been named the creative partner for Pentridge’s mixed use redevelopment.
As reported in Campaign Brief yesterday, after a competitive pitch the Shayher Group has appointed Sense their marketing partner in the redevelopment of Pentridge Prison.
A new, sustainable mixed-use urban development will soon emerge within those famous bluestone walls, which will include residential apartments, a retail and entertainment precinct as well as community recreation spaces and even a hotel. It will be a place where people can go to escape, and where the bars will be somewhat more inviting.
Pentridge is well known, for better or worse. Many have asked if its former identity may pose a marketing problem. We made a strategic decision to embrace its colourful past – and why not? Landmark status on such a grand scale has unique appeal. This will be a rare opportunity to own a piece of Melbourne’s history.
Besides, everyone loves a good story, and Pentridge offers a range of interesting dinner conversations that surpasses any other development in the country – and quite possibly the world.
The fact that Pentridge will stand as a vital part of Melbourne’s landscape, probably forever, is also attractive. Many buildings within the site are heritage-listed. Architects have the challenging task of incorporating these structures into their overall vision in a seamless and compelling way.
We look forward to rebuilding the Pentridge brand and writing the next chapter in its history. Work has already begun on the brand identity, which will launch before the new year.
Here’s some parting trivia:
Pentridge was originally the name of the suburb we now call Coburg. It was renamed in 1870 because locals decided they didn’t like the association with the prison. It’s ironic that almost 150 years later, they can’t wait for Pentridge to return. Truth be told, neither can we.
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