How Dexus is using art to get creative with its office leasing campaigns
There’s art on the walls, bubbly pouring, canapes being served, a photographer making the rounds and there’s a giant inflatable sculpture with what looks like tentacles in the lobby.
It might not seem out of place for a pop-up art gallery in inner-city Sydney but it’s all fairly exotic for a commercial leasing campaign. But that was precisely the intention of major commercial landlord Dexus, with its recent art preview evening held at one of its buildings, 130 Harris Street, in Sydney’s Pyrmont.
“As part of a recent leasing campaign, we hosted an activation to create a visual interest in the space. We took advantage of the full glass frontage to Harris Street to showcase vibrant, modern art that would attract the attention of prospective customers to the event,” said Alexandra Brownlee, Dexus portfolio manager, office asset and investment management.
The event was pitched as an opportunity to witness the unveiling of an art installation with a tour of the Pyrmont space thrown in for good measure.
Making a leasing deal may be top of mind for Dexus, but the chief focus of attendees was likely ‘Microcosm (Extract)’, a 2018 sculptural work from Goldberg Aberline Studio, which took up two levels of the building.
The work spanned two levels of 130 Harris Street. Photo: Rhiannon Hopley/Art Pharmacy Consulting/Dexus
The colourful, inflatable art installation, which features modular components was a modified version of a work that appeared on display at the Sculpture by the Sea exhibition in 2018 and was procured via Art Pharmacy Consultancy.
Customer feedback following the event had been positive, Ms Brownlee said.
“We have had good interest in the space from an event that mixed existing with potential customers, proving that deviating from traditional leasing strategies can prove successful.”
The event served another purpose, too.
The building forms part of a larger precinct managed by Dexus, incorporating a converted warehouse at 100 Harris Street which is tenanted by businesses including WeWork – an area where networking reigns supreme and a strong start-up culture exists.
The art preview allowed Dexus to bring tenants together in an informal setting, giving them a glimpse into the building many had witnessed being built in the years prior.
“The event had the dual purpose of engaging the community of the building as a networking opportunity. The feedback from our customers was really positive, giving them to chance meet others in the building and build relationships,” Ms Brownlee said.
Artist Matthew Aberline from Goldberg Aberline Studio (GAS) speaks to attendees. Photo: Rhiannon Hopley/Art Pharmacy Consulting/Dexus
It’s not the first time Dexus has lent on the artistic world to bring attention to its buildings.
In 2018 the company hosted an exhibit from artist Mellessa Raymond across three of its most prominent Sydney properties.
The exhibit of more than 30 pieces was installed in the lobby of Australia Square, before moving on to One Farrer and then the MLC Centre, spending a three-week stint at each location.
“Hosting exhibitions like BLUE: Metamorphosis in the lobbies of these three premium office towers, further emphasises our effort to offer more than just a place where people come to work,” said Michael Steele, Divisional Director of Office at GPT, at the time of the exhibition.
“In a market where tenants are telling us they want more than just office space, we are embracing the demand for end-of-trip facilities and excellent amenities where employees and visitors can come to eat, socialise and enjoy cultural experiences, like this exhibition.
130 Harris Street has previously played host to participants in the 2018 StreetSLEEP – an initiative to help raise funds for young Australians experiencing homelessness. The 2017 StreetSLEEP was housed in 100 Harris Street, where the space had recently been refurbished and was vacant.
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