Turn up the volume: MASS’ adaptive identity system for Melbourne Recital Centre responds to sound

Located just behind the National Gallery of Victoria, the Melbourne Recital Centre (MRC) is an iconic venue in Melbourne’s Arts precinct, which itself is about to undergo a massive redevelopment. “With a diverse program featuring hundreds of performances each year,” says Tim Kotsiakos, Founder & Creative Director of MASS, “spanning classical and contemporary music – the MRC is beloved by those who know it.” However, newer audiences needed convincing. Following extensive upfront research, Victoria-based design practice MASS understood that the challenge in updating MRC’s brand was to honour its reputation among its core audience, mainly classical music enthusiasts. At the same time, it needed to attract a younger, more diverse audience who might view the venue as “too stuffy,” and hold preconceived notions about it, partly due to its name. “With one of the best auditory experiences in the world, even first-time visitors – often drawn by contemporary performances – left profoundly moved,” notes Kotsiakos. “While MRC remains committed to classical programming, it is equally dedicated to presenting contemporary works and engaging a broader, younger, and more diverse audience.”