50th Anniversary Retail Collection

50th Anniversary Retail Range

2023
Print Design / Art Direction

For: Sydney Opera House
Creatives: Emily Savage, Ali Boschen, Doug Giffney
Senior Creatives: Ali Boschen, Louise Elliot
Creative Director: Dan Ingham

Photography by Benito Martin
Styling by Jess Johnson

To help celebrate the Opera House’s 50th anniversary we designed a series of limited edition products over two ranges – a core range and an expressive range. We then directed a photoshoot to launch the items ahead of the 50th birthday

The Core Range was designed using a 2D abstraction of the spherical solution. Heroing this as a graphic element minimally on black and white, the range celebrates the iconic architecture of the House.

The Expressive Range directly links to the birthday using flat confetti shapes taken from our 50th celebration logo. Each confetti shape subtly references a feature of the House; seen in the tile arrow shape and quad referencing the sails. Explosive and fun, the range is designed to feel like a celebration.

Our direction with photography was to evoke the feeling of each range, with the Core Range shot against architectural features of the house (ie. granite floors, bronze handrails) and the Expressive Range against colourful elements (ie. red and purple foyer carpets). Along with these textures, architectural shadows were used to strengthen this connection and make each item feel premium.

I respectfully acknowledge the Traditional Custodians of the land on which I live, the Cameraygal people, and pay my respects to Elders past, present and future.