• Loading…

Eureka Tower Carpark

Award: Wood Pencil

Wood Pencil / Graphic Design / Signage & Information Graphics / 2007

The Eureka Tower is a 90-storey residential building with one car park dedicated to residents. The car park is a typically robust and utilitarian environment. An opportunity arose to exploit the vertical and horizontal surfaces of the entry, with a sequence of monumental messages that enhance the experience of arrival and departure through bold graphic illusions. Ambiguous and literal information is realised through false perspectives that are both two and three-dimensional. From different view points, the super-sized letters are perceived as either abstract distortions or literal directional information. When viewed in motion, the distorted words “In”, “Out”, “Up” and “Down” snap into alignment to convey information at key points along the journey. This work was inspired by French artist Felice Varini.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again