The land measures about 880m2 with a 40 metre frontage to Punt Rd.
There is a vehicle crossover in the NW corner for service and set up vehicles to work at the site without disrupting trafﬁc.
A terraced area surfaced with granitic sand provides the blank stage on the front part of the site where the installations can be placed. A fence runs down the middle of the site to provide a “back of house” storage area.
Power is provided for lighting of installations.
Vehicles travelling Northbound down the hill are the focus as trafﬁc grinds to a standstill at each change of lights at Alexandra Avenue. There is plenty of time for motorists to view the displays.
Planning controls allow signage up to 2 metres square to be incorporated into any installation.
This site offers a highly unusual and unexpected opportunity which has the potential to make a much larger impact than a billboard of similar size. The subtle branding requirement and the artistic opportunity the site presents means that the installations are not going to be subconsciously ﬁltered out as advertisments.
A small 2msq branded sign provides a marker of which company has sponsored the display, but creative people will have to work harder to provide something more interactive, artistic and less “in your face” than a billboard. The end result is a new form of promotion that crosses seamlessly between advertising, art, design, branding, display, architecture and sculpture.
Viewers have a quality experience from the comfort of their own cars, providing entertainment at a time of frustration stuck in trafﬁc on Punt Rd.
The consumers are the winners as they interact with a display that has been designed to entertain and engage.
And the brands will also win as they ﬁnd their audience appreciating the subtle branding which underpins a much larger three dimensional promotional display.
All requisite permits have been obtained for almost any type of installation on the site.