A brief saunter down leafy Bayswater Rd in Sydney’s Kings Cross will soon bring you to No. 24, an historic four storey Victorian terrace. Home to countless legends, curiosities, and varied debauchery over the last century, the grand old building was
an extravagant brothel, then a gambling den, the offices of INXS, and today it stands transformed as Sydney’s most charismatic bar and nightclub experience – that preferred palace of perennial partying, The World Bar.
We wanted to achieve an international brand look. The biggest challenge was that our design needed to cover a range of different targets each night.
Our response to this challenge was to create a brand where we have a space that never changes, timeless, which represents the soul of the brand. We structured the brand to have flexibility so that we could cover the demands of the business. A simple and clever idea.
— Aus & Nz Vol 04.15
What was it like working for The World Bar?
'It was a great challenge, as our job was to redesign a Logo that had been established in the market in Sydney for many years. To make it work for the business model of our client, we had to develop a flexible logo that can adapt to different situations without losing its identity. It was a very enriching experience for us, we worked a lot as a team, constantly reviewing where we were going and searching for a very solid concept.'