Taking Inspiration from Historic Migrant Agricultural Practice for Hand-crafted Signage and Murals for Westfield Malls Nationwide

Written By BOHIE

Scope:
Ongoing commissioned project with Scentre Group to design and install bespoke hand-painted artwork across multiple Westfield malls in Australia, including locations in Marion (South Australia), Westlakes (South Australia), Coomera (Queensland), Woden (ACT), and Chermside (Queensland). The project involved the creation of over 100 unique chalkboard-style food quote signs, murals, and wayfinding artworks, aligning with the “For the Love of Food” rebrand. The bespoke art pieces celebrate local stories and culinary traditions, while enhancing the mall environments and contributing to a dynamic, welcoming atmosphere for shoppers and diners.

For Westfield Woden, the artwork was specifically commissioned by Melbourne-based playground architects Archiplay, in partnership with Scentre Group, to complement the rebranding efforts and enrich the mall's experiential space.

Timeline:
The project spans from 2017 to 2024, with artworks completed and installed at various Westfield locations. Each phase adhered to strict deadlines, with artwork tailored to fit individual site requirements and customer needs. Artworks were designed, hand-painted, and installed in coordination with mall schedules to ensure minimal disruption to operations. Ongoing commissions continue to be executed in line with rebrand updates and seasonal changes.

Team:
Led by project facilitator and artist Bohie Blackwood, the team includes talented assistant’s Fran Ifould and Mat Waudby. Project management ensured the seamless execution of each installation, with direct communication and collaboration with Scentre Group, Archiplay, and mall stakeholders to maintain project integrity. The team worked within the constraints of retail environments, ensuring that all work was completed to a high standard while being mindful of customer traffic and mall operations.

Funding:
Commissioned by Scentre Group as part of their Westfield rebrand initiative, under the “For the Love of Food” campaign, and Archiplay for the Westfield Woden installation.

Location:
Westfield Marion, South Australia
Westfield Westlakes, South Australia
Westfield Coomera, Queensland
Westfield Woden, ACT (Commissioned by Archiplay in partnership with Scentre Group)
Westfield Chermside, Queensland

 

  • MULTIPLE ENTRY MURALS
    OVER 40 CHALK STYLE SPACE ACTIVATION ARTWORKS, WAYFINDING SIGNAGE

  • MULTIPLE ENTRY MURALS

  • WAYFINDING MURALS,
    WAYFINDING SIGNAGE

  • OVER 40 UNIQUE CHALK STYLE
    SPACE ACTIVATION ARTWORKS

  • PLAYGROUND MURAL AND DIGITAL ILLUSTRATION COMMISSION BY ARCHIPLAY

BOHIE

Based in Braidwood, NSW, BOHIE creates art, illustration, public space murals, and creative workshopping experiences that explore wonder and connection to each other and to the natural world.

She works alongside educational institutions, government agencies, community focus groups and stewards of the natural world to design change-making campaigns for each creative project. Bohie utilises a research-based methodology to find inspiration for her artworks, resulting in 2D images which are laden with deeper stories and symbolic meaning.

This narrative driven conceptual development injects her unique authenticity and grass-roots integrity into the public arena, which she sees as a conscious challenge to public advertising. In a time of rapid change, extreme instability and a globally recognised feeling of imminent threat, Bohie’s art provides messages of hope and empowerment for a changed future.

https://www.bohie.com.au
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