More Than A Beautiful Shell: Rebranding The World's Most Iconic Building
Sydney Opera House's new brand attempts to solve a problem unique to the starchitecture age: What happens when your building is too famous?
Since construction was completed in 1973, the Sydney Opera House has become one of the most iconic buildings in the world. Over 8 million people a year take a picture in front of the building's rippling sails, but only a small fraction of those people—less than 350,000—actually walk through the doors for a guided tour. And although the Sydney Opera House is a popular arts destination, with over 1.2 million attendees a year, the venue doesn't have much of an identity of its own, independent of the building's soaring facade.