HASSELL designer Brenton Beggs said The Immersery brings the Festival’s water theme alive and offers a glimpse of the long term potential of
the Southbank site.
“We thought about how to interpret the theme of water and connect it to the Melbourne Food and Wine Festival brand, which is one of the
most prestigious festivals of its kind in the world,” said Brenton. “We wanted to design a space that would draw people in and create a sense of
excitement and an element of surprise.
“The design represents the three states of water as well as the water cycle, encouraging visitors to consider how we use one of Earth’s most
precious resources, at the same time as enjoying the vibrant and lively atmosphere of the festival.”
The cloud-like canopy sitting above the disused Sandridge Rail Bridge will create a skyline community space and offer a new city vantage point.
“Water misters, multi-level planting and a water-inspired soundscape all contribute to the sense of an urban retreat, where visitors can relax,
and become truly immersed in the landscape,” said Brenton.
HASSELL Principal Mary Papaioannou said temporary projects such as The Immersery provided the opportunity for experimentation through
intervention in the public realm.
“Temporary or ‘pop-up’ events are great vehicles for testing ideas. They offer a chance to directly challenge established modes of public
occupation and behaviour and offer the public a new perspective on a space they may already be extremely familiar with,” said Mary.
“The inter-disciplinary nature of practice at HASSELL gives us opportunities to deliver a wide range of street-based design projects ranging
from temporary, small-scale works to significant, city-shaping projects.”
The Immersery follows the successful centrepiece of the 2013 Melbourne Food and Wine Festival, the HASSELL designed Urban Coffee Farm
and Brew Bar.
The 2014 Melbourne Food and Wine Festival runs from 28 February – 16 March
