The 2020 Tree
The 2020 Tree
Client:
Vicinity Centres/Queen Victoria Building
Year:
2020
Category:
Year-Round Experiences
Project Scope:
Internal Decoration, Retail
Project Outline:
In the height of the COVID-19 pandemic, the QVB Team asked for our help to disrupt the market, break tradition and make a bold statement that would bring a moment of joy to Sydney. With a short turnaround time to work with, Chas Clarkson engaged Sydney photographer and artist Gerwyn Davies to bring his unique approach to visual art, through irreverence and repetition. The result, “The 2020 Tree”, featured everyday Australian objects and distorted them into beautiful sculptures and ornaments. The result was definitely “unprecedented”, becoming one of Vicinity’s most successful social campaigns with more than 85 million PR impressions.
