Creating a Melbourne landmark

Hengyi | Swanston Central

Showcasing the creativity and vision of Elenberg Fraser and developer Hengyi, Swanston Central combines ingenuity, intricacy and beauty.  

  • Place Branding
  • Place Visioning®
  • Property Marketing

This luminous tower, comprising over 1000 apartments, is immersed in a global city yet open to historic streets and parklands – right in the middle of it all.


Hoyne created an engaging narrative that connects the development to the centre of Melbourne; positioning it as a landmark on the civic spine of the city. The identity brought the brand story to life by referencing the Mandarin symbol for middle, which also reflects the city grid and its central spine. We also collaborated with the client to introduce a hawker market into Swanston Central. The concept offers a modern cultural consideration to what is becoming popular; a dedicated open plan space where small retail tenants can thrive and customers are offered a diverse and social eating destination.

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