Wayfinding and Signage for Premier Tower Melbourne

Pop & Pac developed a cohesive placemaking and wayfinding system for Premier Tower, a 79-storey residential landmark in Melbourne’s CBD designed by Elenberg Fraser. Inspired by the building’s wave-like form and its muse, Beyoncé, the signage features bespoke, fluid lettering that complements the tower’s modern aesthetic. The system unifies residential, hotel, and retail spaces through intuitive navigation and a distinctive visual identity.