140 St Georges Terrace — 50 Years

To celebrate the 50th anniversary of 140 St Georges Terrace, Centuria invited Bloom'n Events Co. to conceive and deliver a multi-layered landmark celebration—one that honoured the building's past, activated the present, and confidently signalled its future.

This was not a single-night event, but a month-long placemaking and storytelling experience, culminating in a high-profile civic celebration within a live, operational commercial building.

Bloom'n Events Co. was entrusted as lead creative producer, responsible for:

• Creative direction and narrative development
• Graphic design of all event assets, imagery, and displays
• Custom fabrication and installation
• Subcontractor and talent coordination
• Speaker management, speechwriting, and protocol
• End-to-end delivery and onsite execution

Every touchpoint—from foyer installations to hospitality details—was intentionally designed, produced, and managed in-house or through curated specialist partners.

Creative Concept & Narrative

• Developed a "Building Through the Ages" storytelling framework
• Designed the event journey to build toward a future-facing reveal moment
• Ensured all elements aligned with Centuria's brand, tone, and asset positioning

Graphic Design & Visual Storytelling

• Designed all graphic assets, including historical displays, large-format decals, signage, and printed collateral
• Created 8-metre-tall pillar decals illustrating the building's evolution across five decades
• Designed and installed a giant celebration decal marking the milestone
• Produced wayfinding and interpretive displays integrated seamlessly into the foyer environment

Historical Research & Content Development

• Conducted detailed research into the building's role in Perth's commercial and civic history
• Sourced archival imagery from photographers, media archives, and private collections
• Managed image licensing, usage rights, and attribution
• Designed and produced custom history boards, connecting tenants and visitors to the building's legacy and its place in the city

Celebration Centrepiece & Placemaking

• Designed and hand-crafted a large-scale celebration centrepiece installed weeks prior to the event
• Featured oversized custom roses (400–800mm diameter) arranged around a bespoke illuminated "50", hand-made at 900mm high in a vintage-inspired style
• Served as the focal point of the foyer throughout the lead-up period, creating anticipation and sustained engagement

This installation, combined with the history displays and decals, transformed the foyer into a living exhibition for the duration of the celebration.

• Designed and hand-built custom bars, complete with bespoke event signage
• Developed signature anniversary cocktails aligned to the celebration theme
• Supplied custom event-themed cups for the resident café—available for the entire month of the anniversary, extending the experience into daily tenant life

• Secured and coordinated a local radio personality and celebrity MC
• Arranged the attendance and keynote address of the Lord Mayor of Perth
• Engaged and managed a live band, providing atmosphere and energy throughout the celebration
• Wrote speeches for all speakers, ensuring narrative consistency, tone alignment, and smooth program flow
• Developed the full run sheet and managed live cueing and protocol

• Commissioned a giant custom cake, crafted as a replica of the building
• Timed the cake reveal to coincide with the official unveiling of the building's new name, delivering a highly memorable and symbolic moment

• Managed all specialist subcontractors including fabrication, print, florals, AV, catering support, talent, and logistics
• Coordinated bump-in, installation, live event delivery, and pack-down within a high-traffic CBD environment

• Media pack and press release development
• Commemorative photo books documenting the building's history and celebration

These were envisioned as optional legacy extensions to the core celebration.

The 50th Birthday celebration delivered strong engagement, positive feedback, and lasting impact:

• The building's history was made tangible and accessible
• Tenants and stakeholders experienced a renewed sense of pride and connection
• The name change reveal landed with clarity and authority
• Centuria's custodianship of the asset was visibly reinforced

140 St Georges Terrace was celebrated not just as a landmark—but as a living part of Perth's future.

This project shows Bloom'n Events Co.'s strength in delivering high-complexity, design-led corporate and civic celebrations, where storytelling, fabrication, protocol, and precision execution must operate seamlessly together.

End-to-end services delivered in partnership with the client to support existing relationships and in-house capabilities:

• Creative direction
• Graphic design
• Historical research & licensing
• Large-format print & decals
• Custom fabrication
• Floral installations
• Hospitality & bar design
• Talent & speaker management
• Speechwriting
• Subcontractor coordination
• Event delivery