Free Form
Free Form is a new kind of business park — one that doesn’t look, sound or behave like the industry standard. Gestalt once again engaged JAC AND to extend to create a sub-brand with a highly strategic and flexible mindset. A brand that elevates the offer beyond what the local market was used to, both appealing to a new calibre of client and paving the way for future locations. From strategy to signage, Free Form proves that looking outside the square will always lead to greater outcomes.
Out of the box
Building on the Gestalt ethos of creating enduring places for all kinds of people, the decision was made early to create a brand that its occupants could shape. This approach was coupled with a design strategically directed to shift the thinking away from typical small-scale man-cave industrial precincts.
Oscar Gronner for Free Form.
Ask the people what they want
Rather than selling space in a business park, JAC AND’s strategic approach was to ask people what they wanted from the space. The gathered insights enabled Gestalt to tailor Free Form to suit the needs of its community — and, in the process, create a place where everyone has a sense of ownership. The strategic intent was to convey an elevated experience (without explicitly stating it) through intentional design decisions and partnerships with renowned visual artists. The result was a success for Gestalt, with immediate enquiries and follow-through sales from aligned clients.
Video by Ben Moynihan.
“Given the diversity of industries and the passion of everyone we heard from, Free Form is shaping up to be a brilliant community.”
Light industrial never looked this good
Reflecting the considered and upscale tone of Free Form’s architecture, JAC AND commissioned image-making from Danish illustrator Oscar Grønner, still-life photographers Sarah Forgie and Liz Bird, and location photographer Henry Trumble for content. The brief for all creative partners was the same: think laterally, and consider business parks in a new light.
"Investing in the right strategic fit through photography and illustration announced not only the character but the calibre of this project, and the kind of community Gestalt wanted to attract at Free Form."
The campaign was an immediate success, outperforming local competition from larger players, with a significant number of reservations before the on-market campaign began. Construction is now underway, with plans already announced for a new Free Form location in Lilydale.
Folio documentation by Ben Moynihan. Motion by Stephen Grace.
