Alexander Theatre

For Monash University, Clayton Campus

About This Project

Monash University Clayton undertook a major revitalisation of the beloved 1960s Alexander Theatre, with additional construction of a new Sound Gallery and Jazz club to create a new state-of-the-art performance precinct — reborn as the Ian Potter Centre for Performing Arts. The ambitious project introduced improved accessibility throughout the venue, world-class sound performance, lighting equipment upgrades and an automated stage flying system.

As signage and wayfinding designers for the project, MASS developed solutions which support the Monash brand, while also being architectually-relevant and user-oriented. We provided comprehensive support for the University's project signage from conception to completion; assisting with design and specification of regulatory and base building signage, a carefully tailored wayfinding sign system, branded identification signage, and restoration of the original 1967 Eggleston MacDonald Secomb flyover signage.

We're proud of our contributions to this ambitious redevelopment, and our role in shaping, and improving visitor experience throughout the venue.

  • Architecture: Peter Elliott Architecture + Urban Design
  • Photography: Albert Comper Photography
  • Team: Andrew Ireland, Joe Bland

Effective wayfinding systems should simplify navigation by presenting the necessary information in the most minimal and efficient manner. We employ a strategy of progressive disclosure to provide users with relevant information at the appropriate time, resulting in clean, meaningful, and easily understandable signage.

"We believe in as few signs as possible" — MASS