Crown Melbourne transforms fire towers into dragons for Lunar New Year

Crown Melbourne has transformed its fire towers into dragons, as part of the 2018 Lunar New Year celebrations.

The dragons, which appear to breathe fire, seek to drive audiences to the Crown Melbourne’s entertainment area.

The dragons were created by local street artists

Produced and developed by WPP’s Geometry and conceptualised by TBWA Melbourne, the installation features five dragon panels, which were created by local street artists over one weekend.

Geometry CEO Sean Taylor said the installation was “simple” but “powerfully photogenic”.

“By utilising talented local artists, we have created something completely unique and engaging for Crown and Melbourne’s artistic community, to mark Lunar NY,” Taylor said.

“This is a first for Crown Melbourne and reflects its interest in being known as an entertainment precinct that offers something unique for both locals and visitors alike.”

The dragons will appear on Crown’s fire towers until February 25.


Agency credits

  • Geometry – Experiential Activation
  • Pulse Communications – Consumer PR
  • TBWA – Concept

 Artist credits

  • Conrad Bizjak
  • Facter
  • Mike Maka
  • Mulga
  • Russkidd 

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