Posted August 15, 2018

Melbourne's Newest Icon Is Revealed at Fed Square

An impressive five-storey digital LED screen has been revealed at Fed Square, marking the start of a reimagined future focused precinct.

The $5.4 million Digital Facade is made up of over 850 LED panels and 4 million pixels, creating a state-of-the-art public screen for Fed Square.

Uniquely wrapping around the northern and eastern side of the Transport building, the Digital Facade will showcase bespoke art programs and content, stream live National and International sporting events and showcase other iconically Melbourne cultural events and activities.

Minister for Sport, Tourism and Major Events the Hon John Eren said the Digital Facade is set to become Melbourne’s newest icon.

“The Victorian Government has dedicated $1.8 million to the Digital Facade, a world class public screen that will attract many thousands of people to the Fed Square precinct.  The Digital Facade will ensure that Fed Square remains one of Melbourne’s top tourist destinations for many years to come.”

The Digital Facade is part of a wider reimagining of Fed Square which includes the Apple Global Flagship Store, refurbishment of the Alfred Deakin Building, $36.6 Million ACMI upgrade, new Melbourne Metro Town Hall Station entrance and more public space for Melburnians and visitors to enjoy.

Federation Square CEO Jonathan Tribe said the project marks the start of a refreshed Fed Square.

“The Digital Facade is one of many initiatives taking place in Fed Square over the coming years that will ensure the precinct continues to evolve as a world-class cultural and civic urban precinct,” said Jonathan Tribe.

“Its inclusion in the Square will dramatically transform visitors’ experience.  We are working with our event partners and community groups to produce a diverse mix of artistic, cultural and community content.  Already underway are works with Melbourne Fringe, AFL and RMIT.”

The Digital Facade will be officially launched on Wednesday 15 August 2018.  Screen content will be aired 24 hours a day, seven days a week.

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