Sign of the times

In March of 2023, Apparition Media engaged Artefact to provide heritage advice for the submission of a Development Application for 117-121 Clarence Street, Sydney.

This project would see the addition of a hand-painted advertising wall, approximately 9 metres high by 5 metres wide, located at the Eastern elevation, adjoining the heritage listed former Noyes Bros warehouse.

Our role was to conduct a Historical Heritage Impact Assessment of the proposed plans and evaluate the potential impacts of the advertising wall on the surrounding heritage items.

Image: Hand painted advertisement being created along Clarence Street. 

OUR
SOLUTION

The nature of the surrounding heritage item posed an interesting challenge for the team at Artefact.

The exterior of the former Noyes Bros currently houses its own historic advertising wall for the former factory, contextually similar in purpose to the modern advertising wall proposed in this project.

With this similar feature in mind, Artefact’s heritage specialists reviewed the plans for an advertising wall, not only for the consideration of potential damage and impacts, but also for potential renewed interest in the historic signage by association with the modern advertising wall.


SUCCESS

After careful review of this unique set of circumstances, the team at Artefact assessed that the installation of a new advertising wall would have negligible impact to the visual and physical integrity of heritage listed former Noyes Bros warehouse.

Additionally, it was noted that the adjacent hand-painted advertising wall may in fact, draw the public’s eye towards the heritage advertisement and increase public awareness of the heritage buildings in this part of the Sydney CBD.

“We're a responsive team so were able to turn this project around at speed. Our advice re modifications to the sign meant the client was able to move forward and gain approval from the City of Sydney. The uniqueness of this project is that the remnants of original heritage branding is now positioned adjacent to a modern hand-painted advertising mural.”

Scott MacArthur,
Principal - Built Environment,
Artefact

Image: Original branding on the former Noyes Bros building adjacent to the new hand-painted advertising wall. Courtesy Apparition Media. 


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