Barangaroo panel wants James Packer to town down corporate logos

Barangaroo panel wants James Packer to tone down corporate logos - 28th November 2015


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by Sean Nicholls

The expert design review panel evaluating James Packer's proposed $1.2 billion hotel and casino resort at Barangaroo has a suggestion for the billionaire: tone down your corporate logo.

Sources confirm the panel scrutinising the development, convened by Planning Minister Rob Stokes, has suggested limiting the number of illuminated gold Crown logos on the building.

An artist's impression of the top of the tower. Photo: Crown Sydney Hotel Resort


In its preliminary report on the Crown Resort building, the panel said it would consider its "visual impact on views and vistas" including "impacts of branding and logos located within iconic 'Australian' views".

These would include views of the harbour, the Sydney Opera House and Sydney Harbour Bridge.

Designs lodged with the department of planning feature 12 illuminated gold Crown logos sprinkled over the building.

The logo designs were submitted in the building plans. Photo: Crown Sydney Hotel Resort


Three of them – each 7.9 metres wide and 6.5 metres high – are planned for the very top of the proposed 270-metre-high tower, two facing east and one facing west.

Three Crown logos, also incorporating the company name and each 5.95 metres wide by 4.8 metres high, are planned for the east, west and southern sides of the podium.

Two more, each 6.7 metres wide by 5.3 metres high, are proposed for the east and west sides of the "oversail" or low-rise tower at the middle of the development which houses the hotel component.

Finally, four Crown logos are planned at various positions around the building entrances at ground level.

It is understood the design panel has taken exception to the number of logos proposed and has suggested the company considers limiting their use.

The design panel, chaired by government architect Peter Poulet and including planning experts Meredith Sussex and Shelley Penn, has delivered two reports to the government.

The first is a review of the proposed new concept plan for Barangaroo South to accommodate the Crown Resorts development, known as Modification 8.

The other is a review of the proposed Crown Resorts building itself.

An artist's impression of the Barangaroo development. Photo: Crown Sydney Hotel Resort

Both reports will be made public when the department of planning releases its recommendations to the independent Planning Assessment Commission.

The panel is also believed to have raised issues with the podium, which will contain gaming floors, retail areas, restaurants and bars.

It has questioned the design relationship between the podium and the tower, which will contain hotel rooms, residential apartments and luxury "villas" for high roller gamblers.

Approached about the panel's recommendations, Mr Poulet declined to comment.

The Crown logo would be displayed at the top of the proposed tower.

(The Age)