Client(s)

Council of the City of Sydney

Project Bio

This bi-annual initiative was initially funded prior to the 2000 Olympics as a way of celebrating Sydney as the Jewel in Australia’s Crown. An established project when Ludwig took it over in late 2003, the Sydney region was experiencing a severe drought and the water hungry, basic floral displays from previous years could not be repeated. The project needed to evolve to remain a popular attraction and investment with local people. Ludwig developed a series of strong concepts with clear community benefits at the core of each. With a project budget of several million dollars to be spent twice a year on summer and spring displays, it was very important that the project achieved more, so the design of each display was used to elaborate on an aspect of each community focused concept. For Spring 2004 Ludwig developed the ‘Going Slow with the H2O’ message and a full interpretation strategy explained in a free leaflet at each display was developed that included an explanation of each design and tips on how to save water at home and in the garden. The concept Ludwig developed for the Summer 2005 displays was ‘Australian Cultural Identity’ which aimed to celebrate the young nation while also provoking thought about First Nations issues and what it will mean to be Australian in the future.