Tuesday, June 19th, 2012
Known for its artistic irreverence the creative culture in Melbourne never fails to surprise and the latest installation at Australia on Collins is no exception. Once the site of Melbourne’s original fashion promenade, this season the centre has set the tone for winter with a splash of colour.

The brainchild of creative agency K.inc, the installation features more than 350 umbrellas suspended over the two levels of atrium.

‘Australia on Collins is interesting. It’s iconic and steeped in fashion history and as a result refined and understated,’ says Stav, Creative Director at K.inc Agency, one of Melbourne’s boutique creative hubs. ‘However as the brand is quintessentially Melbourne, it’s also a little quirky and unexpected. The umbrella installation is a natural extension of this. Locals embrace winter in Melbourne with the same enthusiasm as other seasons and the umbrella has become an expression of individualism.’

So while basic black is still very much Melbourne, a little bit of colour never hurts and this installation is sure to put a smile on your face.

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Kinc Agency

Deconstukt. INnovate. Create

We will lead with fresh ideas and innovative thinking. Each project is stripped back to its very core to make way for a new direction. Our standards for excellence are measured through our performance and we take joint responsibility through teamwork and integrity.

This ensures that a high level of professionalism is met at all times. We foster diversity and value our people and their contributions to each project. Everyone is treated equitably, fairly and with dignity, care and respect. This leaves the space to create precise, innovative and creative concepts for every project we work on. We do what we say.
Stav Avramakis
P: 03 9696 1116
M: 0410 127 049
W: www.kinc.com.au


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winter, colour, installation, display, umbrellas, foot traffic



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