QUAY QUARTER : ‘JOY OF LIGHT’

Quay Quarter has the brand personality of a “Creator”. Every piece of communication is to be created through a forward-thinking, innovative lens that celebrates the vibrant, dynamic character of the development. The Tower seeks to stand out from the crowd and move beyond traditional marketing norms, dynamically evolving to cleverly depict the diverse dimensions of the neighbourhood. The brief was to activate QQT over Christmas in an innovative, elegant, non-traditional manner, considering its unique interior architecture, multiple entries and large open spaces over multiple levels. The activation had to create an innovative art and placemaking statement, complementing the award-winning architecture.

To transform the interior architecture of QQT from a white canvas to an iridescent celebration of colour and vibrancy. Making use of natural sunlight's refraction to create spectral washes of vibrant colour, constantly changing as the sun moves throughout the day: 1. The Joy of Light Iridescent Baubles 2. Dichroic Escalator Wayfinding 2. The Joy of Light Tree Sculptures The Tree Sculptures mimic the innovative architectural shape of the building. The building’s five, stacked volumes is represented by 5 iridescent stacked volumes in the sculpture, embodying the principles of a "Christmas Tree" in the architectural shape of the building.

Transforming the interior architecture of QQT from a white canvas to an iridescent celebration of colour and vibrancy. Making use of sustainable energy, aka natural sunlight's refraction to create spectral washes of vibrant "Christmas" colour on the interior architecture, constantly changing as the sun moves throughout the day. Representing Christmas celebrations in an innovative manner that reflects QQT's ethos of innovation. Representing Christmas in a non-traditional and inclusive manner that can be celebrated by all cultures and religions. Allowed for positive impact for the client, staff across various companies and the environment.

Sustainability: The elements were designed and manufactured so to be re-used beyond the initial Christmas activation timeframe. The use of the dichroic film was extended to also activate Pride month at QQT. The Joy of Light Trees was constructed in a modular fashion that allowed them to be re-used for multiple Christmas seasons. The Joy of Light Iridescent Baubles are also to be used for multiple Christmas Seasons. The Trees were constructed using Green Energy, with carbon emissions offset. All elements are to be recycled responsibly once de-commissioned.