Welcome to The Space Between

Sydney Airport
Brand Design
Website Design
Motion Graphics

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.

Best Design Awards – Bronze Large Brand Identity

We acknowledge the Traditional Custodians of the lands where we work and live. We celebrate the diversity of Aboriginal peoples and their ongoing cultures and connections to the lands and waters of NSW and QLD. We pay our respects to Elders past, present and emerging, and acknowledge the Aboriginal and Torres Strait Islander people who contributed to the development of this website. We advise this website may contain images, voices or names of deceased persons in photographs, film, audio recordings or historical content.