vivid sydney 2011

In it’s third successful year, Vivid Sydney 2011 attracted in excess of 400,000 visitors to the three-week long festival of music, light and ideas. The festival has positioned Sydney as a creative hub within the Asia-Pacific region and every year transforms the city into a spectacular living canvas of music, light and creative forums in and around the Sydney Opera House and Museum of Contemporary Art, Circular Quay, The Rocks and city centre.

With the theme of ‘Paint the City Blue’, the creative concept for Vivid Sydney 2011 was built around the concept of transformative light. Inspired by the qualities of illumination, fluidity and alchemy, the design team experimented with the play of ultra-violet light interacting with fluorescent paint to bridge the space between day and night, high and low tech as a celebration of the way technology, craftsmanship, innovation and tradition come together. For an insight into the photo shoot, see our blog here.

In 2011, the Vivid concept was taken beyond the venues directly involved in the programme (Sydney Opera House, Museum of Contemporary Art, Customs House and The Rocks precinct) to ‘illuminate the entire Sydney CBD’. Through the activation of the brand across 300+ retail outlets in the Sydney CBD, this new initiative encouraged local community involvement and increased potential revenue from the festival for local retail outlets, restaurants and bars.