Over 25,000 people walked through the new retail
space at Upper West Side, attending Lights On |
Every brand has a story to tell
The Cutaway is a Melbourne based studio led by the creative trio of Beck, Davina and Paul.
Founder + Creative Director
585 Little Collins Street
Melbourne Victoria 3000
The Cutaway creates visual stories through the creation
of tactile brand experiences and spatial design activations.
// CREATE //
WE BELIEVE THE
FOR DESIGNERS -
IS BY DESIGNERS
Creative Director's Beck and Paul play a strong role
in the Melbourne design education environment,
lecturing in typography and brand strategy.
For future collaborations and project enquiries.
Whether it’s creating brand personalities, activating public spaces, or mentoring the next generation of creative thinkers -
we believe in ideas that inspire
and add value to our community.
// TRUTH //
Read our latest post.
Billy Blue College of Design
How do you launch a new design college's first graduate exhibition in Melbourne's competitive design education market?
Well.., you invite design Rock
God Stefan Sagmiester over from NYC to do a public lecture. You create a 2 day event, get over 400 industry people to attend and mentor a very talented group of students. You help them to create an awesome brand strategy and installation design
in the Fracture Gallery at Federation Square.
The Reflection Room
The room creates an opportunity for the public to immerse themselves in the Chinese New Year sentiments of Longevity, Prosperity and Happiness.
Inspired by the colour red, which symbolises good fortune, The Reflection Room is a spatial experience that is crafted completely from red mirrors to create an infinite space. Inside, typography plays the role of connecting the audience to each of the Chinese New Year’s main values and prompts people to reflect on the year that has been and the year ahead.
Highpoint Shopping Centre
The 3D Jewellery Box Activation
The 3D Jewellery Box was
an interactive space located inside Highpoint Shopping Centre that invited the public to use the latest technology in 3D printing by creating their own jewellery.
Inspired by the abstract
geometry of jewels, we created
a contemporary sculpture - a rainbow prism that embraced the beauty of reflective light, colour
Traditional creative processes were applied throughout the design of the piece, in particular, the craft of metal work, which completed our sculpture - a 2.4 metre long jewel!
Melbourne Design Market
“Home” is a creative piece that embraces the nostalgia of one’s home and is a mishmash of the old and the new. Vintage 1960 paintings covered the back wall, and were combined with a bright and loud contemporary message created from many metres of string (1000 metres in total!).
The string plays an important
role by tricking the eye, at certain angles it appears in 3D, encouraging the viewer to
actually question what
are they seeing.
Is it a word, or is it a pattern?
Am I seeing letters, or are
Far East Consortium
Light On | Lights Off Activation
Far East is determined to create
a new, energetic Melbourne destination. In support of this, Pop Union and Undercoat sent out an expression of interest, looking for 8 artists to transform 8 spaces during a pop up artists’ residency - Lights On | Lights Off.
And their search found us!
Over 4 weeks, colourful tins
of paint were poured over
the huge word Imagine.
Its aim was to use design
as a circuit breaker for the passers by. To get people to take a breath from their busy lives,
and reflect and imagine what other possibilities there could be.
Kingdom Sneakers Launch
Every one needs their own passion project, and our
Creative Director, Paul
His love for sneakers and
passion for design inspired
him to fulfill a life long
dream - to design his own
luxury sneaker brand -
Check out Kingdom's
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