Welcome to The Space Between
Sydney Airport was building a world-class, high-fashion shopping precinct. Our challenge was to define, develop and launch a brand befitting of a luxury precinct, enticing people to change their travel behaviour, arriving at the airport early to enjoy the experience.
We created the “SYD X” brand as an iconic, highly distinctive, high fashion destination like no other. Our guiding insight viewed airports as places where the rules of our normal lives don’t make it through customs. We positioned SYD X as a unique space where people can feel free to fully immerse themselves in their passion for fashion. A must-experience space boasting 20 concept stores of the world best luxury brands, all in the one place.
Launched in February 2023, the highly distinctive SYD X brand identity captured the chaos and joy of an airport, through a high fashion editorial lens. The organising idea ‘The Space Between’ defines new luxury – exclusive and only accessible between borders. The instantly recognisable ‘X’ brand device taps into the transient nature of this world, the physical space and invites consumers for their own interpretation and adventure.