Project Overview
For the duration of Melbourne Spring Fashion Week, City Square plays host to the MSFW: Hub, a curated live-site showcasing all things fashion and style.
A multi-purpose space, the MSFW: Hub is a melting pot of fashion, design and creative industries that are intrinsic to our city. An important aspect to the success of the 2013 MSFW, the Hub attracts the best retailers, designers and style and beauty purveyors who are united in offering a moving feast of entertainment, day and night.
Project Commissioner
Project Creator
Team
Project Designer - Brad Johnson
Technical Director - Craig McPherson
Project Manager - Robbie Buric
Head Rigger - Nathan Spink
Project Brief
MSFW: Hub needed to satisfy multiple briefs in one. The space is used for yoga sessions in the morning, it then houses two fashion shows daily. Retail outlets are also housed within the space, while fashion workshops and demonstrations are also available during the week. Each night, the MSFW: Hub then becomes a bar, complete with live bands and DJs.
The brief from the client was to use as much of City Square as possible in order to best activate the space and maximise visitor numbers and overall visitor experience. With approx 520sqm of space available to use, the Harry the hirer Productions curved truss structure fills 505sqm of available space on City Square achieving the client brief.
Project Innovation/Need
We have created a clear, curved roof, temporary structure, able to facilitate significant loads rigged from its roof. All with a bend half way along its 50m length to cater for limitations in the built environment surrounding the structure.
A structure this size and shape in Australia is unique to Harry the hirer and is another "statement piece" for the City of Melbourne and MSFW on the global fashion stage.
Design Challenge
Working on a site like City Square has many challenges.
1. No storage space onsite outside of the 520sqm build zone.
2. 800kg per sqm safe working load limit on the site.
3. The site is flanked by two of Melbourne's busiest streets (Swanston and Collins).
4. Pedestrian, vehicle and tram access along both Swanston and Collins st not to be impeded.
5. The site is not level. Approx 700mm fall from 1 side to the other.
6. The usable space is 10m wide x 50m long, but to give it a nice twist, the usable space has a 10 degree "dog-leg to the left" at the 25m mark.
7. A clear line of site from Swanston st and Collins st must be maintained at all times for all business houses under The Westin Hotel.
Sustainability
1. Clear PVC skins will be used for (at least) three years. After three years, these skins will be re-cycled to be used as smaller skins on smaller structures.
2. We no longer use (and throw away) timber flooring sheets. Our new Euro stage system is used as a temporary floor system. This system is expected to last for over ten years.
3. LED lighting is used inside and outside the structure which minimises the energy used through out the structure.
4. Harry the Hirer acknowledges its responsibility towards
maintaining an environmentally friendly workplace. We
understand that we have a part to play in reducing our
overall environmental footprint and implementing an
environmentally friendly culture within our workplace.
Accordingly, we use our natural resources
and energy responsibly. Within our offices and warehouses, we have
procedures in place to minimise wastage and recycle at
every opportunity. On site, our jobs are managed
with a commitment towards environmental sensitivity.
Tags
Installation, Display, Exhibit & Set Design
This award celebrates innovative and creative design for a temporary building, interior, exhibition, fixture or interactive element. Consideration given to materials, finishes, signage and experience.
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