Jam Factory / Newmark Capital
From legacy destination to future-focused business and entertainment precinct.
South Yarra’s Jam Factory will transform int a precinct comprising commercial offices, a dining podium, an open-air plaza, garden terrace and cinema complex. Hoyne’s job involved bringing a new vision of Jam Factory to life, celebrating the historic building’s crucial role in the revival of Chapel Street. The message is direct: this is Melbourne’s new creative frontier, a destination for pioneering brands and businesses. We used a rebellious brand archetype to embody the movers and shakers historically synonymous with Chapel Street, plus compelling visuals and a CGI-rich campaign that would engage the public with the vision and forthcoming social magnets.
