Pembroke – T&G Building

REIMAGINING YESTERYEAR

The T&G building has been reimagined from the ground up, to become a workplace with a difference. The building combines Victorian architecture with contemporary interiors designed by Bates Smart, ensuring a timeless asset for US-based real estate giant Pembroke.

Nestled in the heart of the ‘Paris-end’ of Melbourne’s CBD, the building’s contemporary yet classic identity works in simpatico with nearby luxury brands such as Gucci and Chanel, whilst responding to the magnificent period-architecture.

Paying homage to the legacy occupier from yesteryear, Temperance & General, the typographic T&G marque, has become an instantly recognisable monogram for the building.

A short film, directed by THERE and produced by Binyan, helps prospective tenants imagine their new workplace, with a narrative that follows a day in the life of two people traveling to and from work.

Client

Pembroke

Completed

2017

Tags

Brand Identity / Brand Strategy / Campaign / Commercial / Communications / Motion / Property Branding / Strategy

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