Denison Street Development's Creative Future Left To The Imagination


Design agency Imagination was recently announced as principal branding and creative partner for Winten Property Group’s 1 Denison Street development in North Sydney.

Imagination will now take on the responsibility of creating the project's brand positioning and identity in collaboration with 1 Denison Street’s architecture firm, Bates Smart.

Billed as the focal point of a massive urban regeneration program in North Sydney, 1 Denison Street is expected to be among the first in a raft of commercial and residential towers set to enhance North Sydney’s reputation as the North Shore’s premier lifestyle and business hub.


Head of Brand at Imagination Lee Liversedge said place-making projects will be a huge growth area for creative industries in years to come.

“Enriching built environments with human-facing technology and people-centric design is an increasing priority in the property development space.

"It’s no longer enough to just offer people a premium building; visitors and residents expect an additional layer of engagement with the physical spaces around them. And through immersive experiences and activations, we’re creating an integrated environment that is built-for- purpose and designed for longevity.”

Following the application for 1 Denison Street, Bates Smart Director Philip Vivian said the aim was to contribute to the public realm of North Sydney with a podium that presents a human scale to the surrounding laneways and above which sits a timeless and efficient office building with premium commercial floor plates.

"We designed the podium as a truly connective space between the public realm and the private realm of the workplace," he said.

"This is a place where people are comfortable to meet, work and socialise – an active laneway that is an extension of the work environment.

"This highly open and permeable space is literally an expression of the modern workplace as work becomes less private and more integrated into the city; responding to the casual nature of today’s tech savvy generation.

"In the office we have created a highly flexible, and contiguous floor plate, based on a side core typology. The premium floor plate maximises connectivity, encouraging communication and collaboration, which are the hallmarks of good contemporary workplaces," Mr Vivian said.

"The facades respond to the context through a simple, elegant and timeless design that differentiates itself from the rectilinearity of the existing commercial buildings.

"The buildings unique form and geometry is derived through careful consideration of how a major tower can reduce its impact on the amenity of its neighbours."

1 Denison Street is scheduled for completion in January 2020.

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