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    Enigma launches signage for Sydney surf park, URBNSURF

    Enigma has unveiled bespoke wayfinding and signage for Sydney’s new purpose-built surf park, URBNSURF, the first surf park of its kind in NSW.

    The creative team behind the independent agency’s Property and Place division developed a unique set of wayfinding and environmental graphics and signage for URBNSURF Sydney, ahead of its opening at Sydney Olympic Park this month.

    Akira Galvin, Enigma’s executive director, Property and Place, said: “It was a privilege to develop and deliver this placemaking activation for the URBNSURF team. It’s always exciting to work on a first-in-market project, particularly something that is cutting-edge, fun, and innovative.

    “The thought, care and detail that has gone into the project is first- class and we’re proud of the part we’ve played in bringing URBNSURF’s Sydney park to life. We can’t wait to visit and catch some waves once the doors fly open.”

    Enigma worked with interior design duo Luchetti Krelle and specialist signage firm Diadem to create all the park’s environmental signage elements, incorporating bespoke illustrations and murals developed in collaboration with local artists Jamie Browne and Kentaro Yoshida.

    Enigma launches signage for Sydney surf park, URBNSURF

    Browne’s illustrations are renowned for their tongue-in-cheek take on Australia’s laidback surf culture, while Yoshida is well-known for his quirky characters and beach-side humour.

    The 3.6-hectare venue will feature perfect waves up to two metres in height year-round. LED lighting will illuminate the man-made waves after dark, and visitors will also have the option of an evening surf.

    The lagoon will be capable of churning out waves every eight seconds, with surfers set to catch between 10 and 12 waves per hour. URBNSURF Sydney will also feature a wellness studio, skate pad, Rip Curl store, and a surf academy.

    Hayley Wallace, URBNSURF’s head of marketing, said: “When we were developing the concept for the Sydney Olympic Park, we wanted to ensure it offered a premium experience for surfers, families, and enthusiasts, while also celebrating the relaxed, laidback, and inclusive Australian surf culture.

    “To nail the brief, we knew the park’s wayfinding had to embrace Australia’s rich surfing heritage, while also being simple, informative, and inclusive to engage a broad audience. The Enigma team immediately understood our needs and developed a wayfinding solution that embraced URBNSURF’s contemporary beach vibe, while also paying homage to the Aussie surf legacy. We’re absolutely thrilled with the outcome, and we can’t wait for visitors to see it when the park officially opens.”

    Enigma – Creative Agency
    Brad Stevens – Creative Director, Brand
    Mitchell Farmer – Design Director, Brand
    Kentaro Yoshida – Creative
    Jamie Browne – Illustrator
    Nisha Thakaar – Business Director, Property & Place
    Akira Galvin – Executive Director, Property & Place

    The post Enigma launches signage for Sydney surf park, URBNSURF appeared first on Mediaweek.

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