Kingpin Melbourne
CASE STUDY:Flagship Venue Transformation
clientKingpin Melbourne
Collins St, Melbourne
locationArt Direction + Multi-Artist Delivery
SCOPESCALE6 artists -16 Murals
01 overviewA flagship venue becomes a world class gallery
Kingpin Melbourne is a $13 million flagship entertainment venue located beneath Melbourne’s CBD.
Rather than approaching the project as a standard fit-out with artwork applied at the end, TEEG engaged Juddy Roller to curate and deliver an immersive, multi-artist program integrated throughout the 3,000-square-metre venue.
Seven Australian and international artists were invited to respond to Kingpin’s world through their own distinct visual languages. Across six weeks, walls, corridors, stairwells, and architectural transitions became part of a cohesive international street art gallery within the venue.
The result is not simply a collection of murals. It is a culturally grounded customer experience that gives the venue an identity entirely its own.
02 the challengeMaking a brand new venue feel authentically Melbourne
Without an expert curatorial approach, the risk was a highly polished entertainment venue with no authentic connection to Melbourne’s creative identity.
What the project was up againstA large basement environment requiring warmth, energy and a strong visual identity
The risk of artwork becoming decoration rather than a meaningful part of the venue
Seven distinct artistic styles needing to coexist within one cohesive environment
A demanding construction program with multiple trades and overlapping schedules
Complex access, safety and sequencing requirements across a live construction site
The need to interpret Kingpin’s brand without reducing artists to replicating logos or predetermined campaign graphics
03 the ARTIST LINE UPLocal talent. International credibility.
Juddy Roller curated some of the most technically accomplished and culturally credible names from the street art, illustration, and public art world.
Each artist was selected for their ability to work at an architectural scale while contributing a distinct voice to the wider venue experience.
Lauren YS
USAAdnate
AUSSofles
AusJay Kaes
SpainRosie Woods
ukNense
spain04 the deliveryThe 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.
Six artists. Six weeks. One interconnected experience.
Art Integrated From The Outset
The art program was developed alongside the broader construction and interior design process rather than being added once the venue was complete.
This allowed artwork, architectural surfaces, lighting and customer movement to be considered together, ensuring the art became part of how people experience the venue.
Curation, Not Decoration
As part of the curatorial strategy, Juddy Roller commissioned a diverse international lineup that reflects the complexity and energy of Melbourne’s street art and broader culture.
Each artist was selected not only for their aesthetic but for their cultural credibility, technical experience, and ability to work alongside other strong creative voices.
Creative Freedom with Clear Direction
The brief established a world of royalty, play, competition, fantasy, movement and escapism, while leaving each artist free to determine how those ideas appeared within their work.
This balance of curatorial direction and genuine artistic freedom allowed the artworks to remain authentic while still contributing to a unified brand experience.
Site-Specific , Architecturally Integrated
The program extended beyond conventional rectangular murals.
Jay Kaes created a technically complex anamorphic artwork that resolves into a complete image from one precise viewing point. Lighting, architecture, and perspective combine to create a dramatic moment when the illusion snaps into place.
large scale murals15
6 week
installationinteractive gallery$13m
Flagship venuePermanent
05 outcomesMore than a venue, a cultural experience.
→ Entrance mural of Dame Edna, featured on Channel 7 news
→ Organic social reach in the hundreds of thousands generated through artist audiences and channels
→ Immersive moments encouraging visitors to explore, pause, photograph and share the environment
→ A distinctive visual identity embedded within the development itself — not in ads that disappear
→ A major commercial venue that supports artistic expression without removing its personality or edge
Public art integrated, not just applied.
Kingpin Melbourne demonstrates what becomes possible when art is integrated early, supported properly and treated as an essential part of the customer experience.
TEEG trusted the curatorial process and gave the artists enough freedom to create ambitious work in their own voices. Juddy Roller provided the creative direction, artist management, and production systems required to turn six individual practices into one cohesive venue-wide experience.
The outcome is an entertainment venue that feels connected to the city around it: layered, theatrical, surprising and unmistakably Melbourne.
“Projects like this play a highly valuable role in supporting housing choice while strengthening the vibrant, inclusive community that Footscray is known for.”
KATIE HALL,
Footscray MP