Chrome, glass, blonde concrete, floor to ceiling mirrors, brushed and polished stainless steel, a symbol designed before 3d rendering, simple bold shapes and an optical trick. It is rumored that this brand for shopping precinct Collins Place in Melbourne was designed by legendary design firm from New York Chermayeff & Geismar in 1981. It is a piece of graphic design that in its own way stands out — it is bold, confident, glitzy and abstract. Amid the recent signing in orange and uninspiring helvetica light, the original scheme remains intact in forgotten corners — big on the symbol spare on the type. Visit the retail space and take a ride in the glassed lifts. Check out the pattern that adorns the polished stainless steel panels in the lift — some designer there had a good time, don’t confuse this expression with the logo tree super graphic found elsewhere, it is an absolute case of different time, different aesthetic!

The original scheme was designed in a time where a symbol; didn’t need strap lines, strategy or post rationalisation… it simply had to look good, and it does. It’s a symbol fit for one of Melbourne’s splashiest buildings and eras. If you don’t believe us visit the Atrium Bar on the 35th floor in the Sofitel Hotel, have a drink and visit the bathroom, look up, look out, pick your view — the design is breath taking.