GPO & The Strand - Melbourne, JLL & ISPT, Visual Merchandising Display

Art Pharmacy has put together a festive art strategy for Melbourne’s historic General Post Office, which also extends to the iconic Strand Melbourne retail corridor.

We were privileged to work alongside the very talented florist, Cecilia Fox.

The General Post Office (or GPO) is one of Victoria’s oldest public buildings, having been started in 1859. In 2004 it re-opened as a shopping centre - featuring some of Melbourne’s best retail hot spots.

Following Art Pharmacy’s creative vision, Melbourne designers and artists have realized two installations within The Strand. Featuring suspended panels, lush wreaths of silk indigenous blooms, as well as selected products; the works embodying European festive abundance with Australian nature’s summer beauty.

We paired them back with a simple yet elegant handmade visual merchandising display (all red, of course!). Laden with carefully selected retailer product and gifting ideas for the festive season.

Outside on the facade of the GPO building is a Christmas wreath that follows this theme of Australiana Christmas. Made by hand, this lush four metre wreath is filled with exquisite Australian silk faux flowers.

Using five different native flowers, (Silver Dollar Eucalyptus, Yellow Wattle, two varieties of flowering Gum and Waratah) green foliage was added as a base.

The Christmas period is an iconic and festive time for all. Even those who don’t recognise the holiday still get to enjoy the positive spirit and energy Christmas brings.

Art Pharmacy aims to unlock the historical charm of the GPO area with cheerful zest: commissioning bespoke artworks and sculptural installations from hand-selected local artists whose works will echo this festive theme.

Giles Colliver