TOGA Group has teamed up with strategic brand and creative agency Houston Group to launch lifestyle precinct Wunderlich Lane at the intersection of Redfern and Surry Hills.
Wunderlich Lane will be home to a collective of restaurants and all-day dining, bars, beauty, wellness, and boutique retail.
Houston Group was tasked with taking the name and defining a unique place proposition and identity to support retail and commercial leasing priorities.
The concept of ‘Be enticed’ helped shape and inform the precinct messaging and visual identity, echoing some of the colour and fine-grain detail of the architecture and precinct design.
As part of the process, the Houston team also named the new hotel, The EVE Hotel Sydney to talk to the sense of anticipation and excitement on the eve of any occasion.
Houston Group’s CEO and founder Stuart O’Brien said he’s thrilled to see the precinct now open and teeming with life.
“Wunderlich Lane is my new local, so it was an incredible honour to work with the entire TOGA Group team on defining the place narrative and brand strategy to breathe new life into an already iconic precinct,” he said.
“Through looking to the past and the original intent of this site, we were able to unlock a truth that inspired the entire place identity and messaging. Reinstating the “lane” was a critical part of the story.”
TOGA Group’s executive general manager investment Jacob Rolls said he is excited to be finally introducing the brand and the precinct to the world.
“It’s hoped that Wunderlich Lane further adds to the already vibrant Redfern and Surry Hills local communities and entices more visitors to explore this eclectic and much-loved pocket of inner Sydney,” Rolls said.
Wunderlich Lane opened to the public in July 2024.
Credits:
Agency: Houston Group
Stuart O’Brien – CEO/Director of Strategy
Alex Toohey – Executive Creative Director
Dana Rogers – Senior Designer
Gretel Maltabarow – Managing Director
Gabriella Bore – Account Director
Client: Toga
Lauren Williams – Development Director
Jacob Rolls – GM, Property & Toga Hospitality
Nick Muir- Development Manager
Oliver Misso – Asset Manager
Nicole Florio – Precinct Launch Marketing
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