CLIENT: City of Melbourne and National Heart Foundation
OBJECTIVES:
To encourage people to use the Bourke Street stairs rather than the escalators at Southern Cross Station as part of the City of Melbourne’s #100ways campaign.
CHALLENGES:
1. To get people to use the stairs rather than the escalator
2. The stairs measure 185 square meters, with 42 steps – the main artistic challenge was to keep everything in perspective while the face of each step was further away
3. The artwork had to be completed within 1 week and allow public access at all times
PROCESS:
- Meet with stakeholders , assess the logistics, manage budgets and risk management process and schedules
- Develop the concept ‘Put a Spring in Your Step’
- Select the artists and produce the stair art over 5 days/nights
RESULTS:
“…the stair art project saw a 20% increase in people taking the stairs during peak hour”.
Dianna Heggie, CEO, Heart Foundation
- People movements measured by the Heart Foundation and City of Melbourne showed a 20% increase in people taking the stairs during peak hour
- Anecdotal feedback reported people were drawn to the colour which brightened their day
- A number of marked positions where commuters could pause and pose for photo’s which spread the #100ways and Heart Foundation message throughout social media and will ensure the message outlived this temporary artwork
- Timelapse photography was delivered online to showcase the process and engage interest
- The artwork was in meant to be in place for 1 month but due to its popularity the period was extended to 2 months.
Read more about the project.