East End, Iris

Inspiring the re-birth of a historical Australian coastal city

Scope of Services

  • Strategy
  • Brand
  • Art Direction
  • Digital Design
  • Web Development
  • Print Design
  • Campaign
  • Media

Project Background

East End is Newcastle’s most important urban renewal project coinciding with the NSW State Government’s 500 million Newcastle City rejuvenation project. Comprising residential, retail and hospitality uses, stitched together with heritage restoration and major public space upgrades across 4 city blocks on Hunter Street, East End represents a new future for Newcastle.

Combining input from NSW State Government, Newcastle City Council and a design team of 7 different architects and urban designers, Metropolis created a brand and campaign that would re-establish this historical precinct at the heart of the CBD. The first stage, comprising 3 residential buildings, retail and a new QT Hotel in the old David Jones building on Hunter Street was launched in 2017.

This brand and campaign has won peer recognition from property and design industry bodies with acknowledgements from UDIA, AGDA, Sydney Design Awards.