Breast Cancer Awareness Day & Spring Activation

Centuria engaged Bloom'n Events Co. to conceive, design, and deliver a dual-purpose installation at 140 St Georges Terrace for October—marking Breast Cancer Awareness Day while evolving into a month-long Spring activation.

The brief called for more than visual impact. The installation needed to honour a deeply personal cause with sensitivity, offer hope and uplift, and integrate seamlessly into a premium corporate environment—enhancing the everyday experience of tenants and visitors.

Bloom'n Events Co. approached the project as a story told through form, material, and emotion.

Rather than a single static display, we designed an evolving installation—one that began with reflection and solidarity, then transitioned into renewal and optimism. Every element was created with intention, balancing artistry with restraint.

At the heart of the activation was a bespoke, large-scale sculptural installation, designed and produced in-house.

Key elements included:

• Custom, hand-made oversized floral sculptures, individually crafted to scale, colour, and form—symbolising strength, growth, and resilience
• A designer-built circular platform (1.5m diameter), fabricated specifically for the site to anchor the installation and elevate its presence within the space
• Soft pink florals and symbolic ribbon elements for Breast Cancer Awareness Day, transitioning seamlessly into vibrant spring blooms
• Suspended sculptural features, including oversized butterflies, adding verticality and movement
• A curated material palette that felt tactile, refined, and emotionally gentle rather than theatrical

All components were designed for longevity, safety, and visual coherence across a 33-day display period.

Bloom'n Events Co. also delivered all graphic design and signage, ensuring the messaging was clear, respectful, and aligned with Centuria's brand.

This included:

• Custom-designed signage acknowledging Breast Cancer Awareness Day
• Spring transition messaging that reinforced themes of renewal and hope
• Visual consistency across all elements, allowing the installation to feel intentional rather than decorative

The signage supported reflection without overwhelming the space or the audience.

While the installation delivered strong visual and placemaking outcomes, its most powerful impact was deeply personal.

One tenant shared that during the month-long activation, his wife was undergoing active cancer treatment. Seeing the installation each day—its softness, care, and symbolism—gave him a sense of hope and quiet strength during an otherwise overwhelming time.

That response affirmed the intent behind every design decision: this was not about spectacle, but about presence, empathy, and connection.

• Sustained engagement from tenants and visitors throughout October
• Strong positive feedback praising the sensitivity and craftsmanship of the installation
• Increased dwell time and organic interaction within the foyer space
• Reinforced perception of 140SGT as a people-first, values-led workplace

The installation became part of the emotional fabric of the building for the month—not just something to look at, but something to feel.

When placemaking is led by empathy and executed with craft, it transcends aesthetics.

This activation demonstrated how thoughtful design, bespoke fabrication, and human-centred storytelling can create moments of genuine meaning within corporate environments.

Concept & creative direction · Bespoke sculpture design & fabrication · Custom platform build · Graphic design & signage · Large-scale installation · Seasonal transformation · Bump-in, changeover & removal