Coronation, the developers of the Charlie Parker project on the fringes of Paramatta, fuse art and project marketing by engaging renowned artists, Gillie & Marc, to create a uniquely interesting CGI, through the clever placement of their iconic rabbitgirl and dogman characters.
Property buyers are in pursuit of more than just four walls. They want to feel connected to a space and know that the surrounding area will enrich their lives.
Today’s project marketers must appeal to individual interests, while at the same time respecting a complex collection of personalities from a globalised scope of cultures – but how? Investing in public art breathes life into the structural shell of a project, and fills it with a welcoming beauty that ultimately enhances placemaking. Elevating properties with art builds a strong personal affinity to the space in which it’s installed, yet also creates a shared experience for the community.
In order to reach broad audiences, it’s critical that art chosen to dress developments is innovative and creative, while still evoking universally appealing subject matter. Cue Gillie and Marc, award-winning Australian artists who have worked with leading development companies around the world, attracting a wide audience to new projects with art that is both approachable and spellbinding, appreciated by regular gallery patrons, as well as those who have never set foot in
a so-called art establishment.
Best known for their autobiographiocal characters Rabbitgirl and Dogman, this prolific duo excel in designing site-specific art contributing to an enthusiastically immersive experience. Their beloved hybrid characters amalgamate artistic finesse and universal themes in order to appeal to all ages, backgrounds, and cultures.
Among the Australian
companies that have sought
out their expertise are GPT,
Stockland and Westfield.
Most recently in Sydney, Rabbitgirl and Dogman have found their way into groundbreaking developments such as Coronation’s Charlie Parker and Thirdi Group’s The Gentry of Alexandria.
Fantastic press and public attention seem to follow the work of Gillie and Marc, and by association their partnering companies as well. In the age of social media, where everyone is a photographer, being a photo-worthy destination presents significant value. To illustrate, the epicenter of the Melbourne public art scene – Hosier Lane – attracts more hashtags on Instagram than the Melbourne Zoo or Federation Square.
Strengthening this effect is the fact that Gillie and Marc design all of their public art to be highly interactive. By bringing art into the public realm in this way, they expand their works’ appeal to a broader audience – from adults to children alike. The interactivity element, be it encouragement to hug, sit, touch,
or listen to the art, takes people on immersive experiences tied to the art’s location.
‘Potential property buyers are left with a positive memory, cherished photographs to share, and a deeper connection to a space that would have otherwise held little point of difference.’
With their unique approach embraced by some of the world’s landmark locations, including at Rockefeller Centre, Avenue of the Americas, and NoMo Soho Hotel in New York City, Spitalfields in London, Raffles City in Singapore and Ying Ren Hotel in Beijing, Gillie & Marc have proven that when it comes to enhancing placemaking through art, they are a team to be reckoned with.
