Crown’s plan to use its famous Southbank great balls of fire for giant LED ad signs
Crown plans to modify its fireball breathing Southbank pylons to also feature large LED advertising screens, with sound and vision running day and night, spruiking city events and celebrations.
Victoria
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The iconic gas brigades that breathe fireballs over Southbank are set to be transformed into audio visual displays to help promote major Melbourne events such as the AFL Grand Final.
Crown wants to rebuild eight existing gas pylons that light up the night sky to include large LED advertising screens that provide “electronic major promotional signage” with sound and vision.
And, under plans submitted to the City of Melbourne that would change the pedestrian experience along the riverside promenade near Crown, eight more new LED screens would also be added.
It means 16 large screens would be used day and night to spruik the likes of the Melbourne Cup Carnival, Formula 1 Grand Prix and Australian Open tennis in sound and light shows.
Plans submitted to the council show the 16 LED screens would showcase imagery and videos promoting events and activities throughout Victoria, as well as key cultural dates including Christmas and Lunar New Year.
Crown Melbourne chief executive Mike Volkert said: “We have submitted plans to reinvigorate Southbank with a refreshed and exciting experience along the Crown Riverwalk.
“We are working to enhance the Crown Riverwalk and transform the space into an experience for our guests that is uniquely Melbourne and is on the must visit list for locals and visitors to the state.’’
The popular fire displays that operate hourly from 9pm in December, 8pm in October and March and 6pm in April would continue.
But Mr Volkert said Crown wanted to add something new to enhance the experience.
“Our aspirational plans aim to breathe new life into the Crown Riverwalk by upgrading the much-loved gas brigade towers, adding full-length LED screens to their sides, and enhancing the sound systems to create an interactive light and audiovisual display that is unlike anything else Melbourne has to offer,’’ he said.
“Our proposed changes will create a dynamic experience which will help to drive visitation to the City of Melbourne and will allow us to further support and celebrate the major events that Melbourne is known for.”
Planning documents submitted to the council show each sign would be 2.24m wide and 9.6m high, with an overall area of 21.5m.
They would operate 24 hours a day on the pedestrian promenade directly north of Crown.
If approved, the new LED displays and speakers would likely be installed by the end of March next year.
Originally published as Crown’s plan to use its famous Southbank great balls of fire for giant LED ad signs
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