Digital Experience Initiative announced for Federation Square

Melbourne’s Federation Square has committed to a $5.4 million investment that is intended to improve on its current visitor experience — a state-of-the-art integrated multiscreen initiative that is expected to drive increased visitor numbers, stimulate improved engagement and build new community partnerships.

“We know that Victorians and our visitors love to get together at Fed Square to watch the big events, and a state-of-the-art new screen will add to the experience,” said Victorian Minister for Tourism and Major Events John Eren.

The current big screen located on the Transport Hotel building will be replaced with a sculptural wall of interactive LED panels. The placement of the panels is intended to complement Fed Square’s unique architecture, creating framed spaces for visual content. Additionally, a number of mobile interactive screens that are in the early design phase will be constructed and located throughout Fed Square. The free on-site Wi-Fi access will also be improved.

“This is not just a new screen — it is a groundbreaking, interactive multiscreen initiative,” said Deborah Beale, chair of Fed Square.

At the centre of the digital experience is a 5K, high-definition event screen with a 6 mm pitch, which ensures a quality display from a distance. As well as offering a dazzling viewing and live event experience, the screen will also serve as a digital art gallery, a creative platform for public expression and a living piece of architecture.

The Digital Experience Initiative will be driven by a program of user-generated content, commissioned artwork and community engagement, while retaining the capacity to broadcast live sport, current affairs and films. The initiative’s designer and collaborator is sound and light firm Ramus, whose digital works range from rock concert lighting for U2 and David Bowie to public precinct redevelopment in most Australian capital cities.

The additional electricity required to power the screens has been factored into Federation Square’s overall environmental sustainability management plan and will not negatively affect the carbon neutrality of the city precinct.

“The board and I are proud to invest $5.4 million in the new Digital Experience Initiative,” said Beale. “This funding represents one of the largest singular investments in digital-based innovation in any Australian cultural setting.”

Construction will begin in October 2017 and an official launch is expected in late April 2018. A temporary stage and large screen will be erected in the main plaza to host the many events and celebrations that will continue to be held at Federation Square during the build phase.

Pictured: An artist’s impression of the Digital Experience Initiative at Fed Square, due to open late April 2018.