390 ST KILDA RD
Fort Street Real Estate Capital
In 2016, Whistle was approached by Fort Street Real Estate Capital to produce custom exterior signage for their property at 390 St Kilda Rd. The real estate investment group acquired the $56m commercial building in 2014, and following extensive upgrades, were preparing to return to market with an expected value over $90m. Being familiar with the signage Whistle completed at 636 St Kilda Rd in the previous year, Fort Street Real Estate were eager to engage our team for their project.
The building is located on the high-profile corner of St Kilda Road and Bowen Lane, servicing multiple lanes of traffic, pedestrians and cyclists, along with one of Melbourne’s busiest tram corridors. The key requirements for this unique site included development of a large and eye-catching branding panel that would complement the existing streetscape, while improving visibility, and helping to develop an identity for the newly renovated site.
Following site inspection and photography of the surrounding environment, we developed three concepts for the client’s consideration. The selected solution featured an angled, triangular fascia, maximising visibility from opposing sides of the street as well as the foot path and tram lines.
Liaising with Fort Street, as well as the body corporate, we refined and engineered the solution in Solidworks 3D and prepared photorealistic renders for stakeholder approval and town planning documentation for submission to the Port Philip council. Lastly, engineering and fabrication documentation was completed for handover to the manufacturer for build and installation.