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Muse - Brand Transformation / Site Activation

“Inspired Minds”

MUSE, known as the House of Inspired Minds, is based in a 5-storey heritage-listed building in the heart of Sydney’s iconic, city-fringe suburb Surry Hills.

The neighbourhood’s industrial buildings date back to the 1840’s. It was during the 1920’s that it became home to generations of working-class Chinese immigrant tailors and seamstresses serving the thriving rag trade, and later it became the headquarter of The Chinese Republic Newspaper.

Their vision was to challenge the status quo and unlock new and effective ways to work, inspiring bespoke and impactful events and experiences, every single day.

Today, MUSE is a different kind of community. In 2017, the building was transformed into a private creative community, combining the industrial heritage of yesteryear with the best of both original architecture and sophisticated, innovative interior design.


Sectors

Place / Property
Strategy / Branding
Place / Environments
Business transformation
Education / Health
Government / Corporate
Retail / Fitness
Technology / Finance
Environment / Sustainability
Not-for-Profit / Community
Lifestyle / Luxury
Place / Property

Services Completed

Business transformation
Advocacy / Engagement
UI / UX / CX
Place / Environments
Strategy / Branding
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Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation

Challenge

MUSE is now home to creative entrepreneurs and businesses and is an inspiring home for creators in design, film, fashion, branding, architecture, art, journalists and copywriters. MUSE prides itself on offering a private and exclusive space for its members with a focus on innovation and relationship building.

MUSE is a space for those looking to take their business to the next level, putting life back into the workplace allowing people to become the best version of themselves.

TOAST was engaged by MUSE to style their brand message and convey their holistic business offering. A prime heritage-listed building in the heart of Sydney’s desirable Surry Hills, our team was tasked with crafting their brand narrative to assist the leasing of these bespoke work spaces.


Our Solution

In unravelling this challenge, TOAST worked to unwind the business strengths, opportunities and its factors for success to design the MUSE brand footprint.

MUSE is a place that challenges. A place that expands your mind and inspires ideas. This led TOAST to define their brand narrative “Inspired Ideas”. Muse gets you moving; a place that creates the next level you, where you can collaborate and co-create in a house built of inspired minds.

TOAST focused on the empowerment and autonomy MUSE provides its members; going beyond the co-working and office category by seamlessly integrating work & life in a unique, unexpected and rewarding offering.

The end result is a bold and inspiring space that brings co-working to life. It is for those looking for renewal and excitement; to take their business to the next level.

TOAST, in collaboration with the award-winning architect Vince Alafaci and acclaimed interior designer Caroline Chocker of ACME & Co (The Grounds of Alexandria), helped create an inspired, collaborative and creative workspace that could offer an experience, and a way of working that other co-working spaces are not providing.

The team created an understated and luxurious aesthetic that sweeps effortlessly across spaces from meeting rooms and breakout areas on each level to the private courtyard, rooftop garden, the internal library of architecture and design, and across all amenities.

The MUSE project was awarded with Silver at the 2018 Sydney Design Awards in the Interior Design – Co-Working & Studio Space category.



Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site ActivationMuse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site ActivationMuse - Brand Transformation / Site Activation
Muse - Brand Transformation / Site Activation
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