Part of the Great Ocean Road Project.
To ensure visitors could partake in an experience during the anniversary, drawing on the nature of human curiosity, we created a progressive cinema trail by converting five 20 foot shipping containers into pop-up cinema experiences. To complete the series, visitors were encouraged to journey the length of the road, peer behind the curtains of each immersive cinema and enjoy an intimate viewing of the successive mini-series.
Each cinema interior was inspired by the art-deco interiors of the 1920s and 30s, the era of the road's creation. The public installations provided a unique immersive experience which ensured as the curtains closed, visitors were completely encapsulated in an environment reflective of the era, whilst taking in the history of the region by viewing a short film about the township within which it was placed - be it Torquay, Anglesea, Lorne, Wye River or Apollo Bay.
We designed each public installation to draw from core aspects of the era including style, colour and in consideration of the potential availability of secondhand goods from the early 20th century.
Four 20ft containers and one petite 10ft with interior concepts including art deco cinemas, a traditional lounge, speakeasy bar and a library/cigar room. Intrinsically styled, each public installation carefully considered features relevant to the era including wallpaper, furniture and iconic antique pieces such as tea trolleys, bevelled mirrors and club lounges.
Furnishings, fabrics and ornaments were sourced secondhand from across the state. Key pieces included refurbished cinema seating from Woodend cinema, velvet theatre curtains from the stages of the Palais and Regent, Crystal chandeliers, velvet chaise lounges and keepsakes including WWI newsletters and trinkets.
The publicly installed cinemas provided an opportunity to enable future generations to better appreciate what the area means to Victoria, and Australia’s history.
Over 14,000 visits were recorded and the visitation increased along the smaller towns for Great Ocean Road as the difference between the public installations - encouraged attendees to stop at all five locations. An unexpected amount of local community also attended, generating a feeling of community pride.
Creative Direction + Production by us
Interior Design + Styling by us
Collaborators.
Construction by Supa Dupa Industries
Short films by Clothesline Content
Artwork by Callum Preston
Photography by Nicole Reed
Commissioned by Great Ocean Road Tourism.