Committing to more inclusive spaces

Reconciliation Australia Reconciliation Australia

Vicinity Centres

Vicinity Centres own and manage some of the most recognisable and loved retail destinations across Australia, from small community shopping centres to world-class destination centres like Chadstone in Naarm (Melbourne), Queen Victoria Building in Warrang (Sydney) and Queens Plaza in Meanjin (Brisbane). With a strong and genuine commitment to reconciliation and inclusive spaces, we were thrilled to partner with them to help bring their latest RAP and a suite of other assets to life.

The brief

Vicinity’s core purpose is to enrich community experiences for all communities. As such, they have a commitment to creating more inclusive public spaces at their centres where First Nations people feel welcome and acknowledged. To communicate that commitment, as well as their dedication to Reconciliation as an organisation, Vicinity came to us to help design their second Innovate RAP as well as a number of other assets designed to flag their commitment internally as well as externally.

The good

Carbon commissioned, talented Kaanju, Kuku Ya’u, Girramay artist, Emma Hollingsworth, to create an artwork that signified how Vicinity Centres is a place of community, progression and inclusivity. The large circles in the artwork signify community and the many shopping centres that welcome all, no matter who they are. While the lines that connect these are journey lines that signify the journey that Vicinity is on to be a wholly inclusive, progressive and respectful place. The u shapes represent people and the small circles are trees which represent growth and the land. The curved lines are rainbows which signify hope, and the sun symbol represents happiness. The artwork also pays homage to the traditional peoples’ lands on which the centres sit and signifies that the land always was, and always will be, Aboriginal land.

This artwork then became the foundation design element for all pieces moving forward.

The impact

From the artwork and stylish, contemporary design of Vicinity’s RAP, through to all the accompanying pieces of collateral, this project has been embraced internally by the entire Vicinity Centres team and has had great feedback from the public. We couldn’t be more proud of being part of reconciliation in action.

vicinity coffee cup

The project
incorporated bright,
positive design with
artwork created by
First Nations artist,
Emma Hollingsworth.

vicinity page spread
vicinity page spread
vicinity coffee cup vicinity coffee cup