Indi Footscray
CASE STUDY:clientInvesta
Footscray, Melbourne
locationArt Direction + Public Art Stategy
6 Murals - 350 sqm
SCOPESCALE01 overviewArt as the foundation, not an afterthought
Indi Footscray is a build-to-rent residential development by Investa, designed to deliver a new model of urban living in Melbourne's inner west. Juddy Roller was engaged to curate and deliver a large-scale public art activation - integrating six murals into the development and anchoring a culturally driven launch event.
The project positioned art not as an addition, but as a core component of the development's identity and marketing strategy. Culture came first. Everything else followed.
“Juddy Roller delivered an exceptional outcome for Indi Footscray. We are thrilled with the result, which has become a defining feature of the development and a genuine celebration of Footscray’s creative identity.”
Alana Donoghue
Senior Development Manager - Investa
02 the challengeA competitive market, with nothing to say.
What the development was up againstWith a brand-new precinct emerging, the focus was on creating an authentic cultural narrative that would connect people to place from launch day onwards.
The precinct presented an opportunity to strengthen its cultural identity and create a more meaningful point of connection for residents and visitors.
As a new residential precinct, the project needed more than strong architecture and amenity. It needed a cultural layer, something memorable, local, and emotionally engaging to help anchor the brand in place.
The opportunity was to help the development move beyond a built environment and become a place with character, cultural relevance and a stronger connection to its surrounding community.
Investa used public art as a tool to transform a new precinct into a place with cultural depth and a strong sense of connection from day one.
Juddy Roller delivered a destination-worthy mural that not only enhances the streetscape but also sparks curiosity, encourages social sharing and drives meaningful engagement with the precinct. It's a powerful example of how public art can generate both cultural and commercial value."
Peta Jacobson
Senior marketing Manager, property, investa
03 the ARTIST LINE UPLocal talent. International credibility.
The curation brought together artists whose work spans continents - giving Indi Footscray cultural legitimacy from day one and an audience beyond any single campaign's reach.
Seth Globepainter
FRANCETommy Day III
AUSMillo
ITALYLynn Bremner
AUSBrolga
AUSMinna Leunig
AUS06
366
Multi Day
Infinite
large scale muralssquare metersactivation legacy04 the deliveryTight timelines, no shortcuts.
Mural Integration
Six large-scale murals integrated directly into the architectural fabric of the development - a site-specific, permanent cultural a
Live Site Installation
Complex elevated installation logistics across a live site, compliance and safety controls to deliver the project at scale, safely and on time.
The project was delivered across a live installation period leading into a public-facing launch event, aligned to a fixed campaign timeline. Simultaneous management of production, activation, and brand alignment — all within a compressed timeframe.
Live Painting Event
A multi-day live painting activation during launch, turning the development site into a real-time cultural spectacle with public access.
Cross-Stakeholder Coordination
Real-time management across the developer, marketing teams, artists, event partners, and site logistics all aligned to a single launch moment.
04 outcomesA development people actually remember
→ Strong audience engagement during the launch event, driven by live painting and public programming
→ High organic social reach generated through artist audiences, live content, and media coverage
→ A distinctive visual identity embedded within the development itself — not in ads that disappear
→ Increased visibility and awareness within Melbourne's inner west market
→ A permanent mural collection contributing to long-term brand identity and neighbourhood culture
Public art as a high-performing marketing strategy.
This project turned a public art obligation into a high-performing marketing and brand strategy for residential developments. By combining cultural credibility, artist networks, and live activation expertise, Juddy Roller creates launch moments that generate attention, engagement, and long-term identity — well beyond what traditional property campaigns can achieve.
“Projects like this play an important role in supporting housing choice while strengthening the vibrant, inclusive community that Footscray is known for.”
KATIE HALL,
Footscray MP