“The campaign for 85 Spring St positions the building as a ‘total work of art,’ inspired by the German philosophy Gesamtkunstwerk, reflecting the design integrity of the project. The concept was personified through a series of portraits—Spring, Time, Melbourne and Building—with each portrait layered to create a unique part of the story and developed through curation, collaborations and commissions. The project scope included strategy, identity, art direction, publication, collateral and campaign. Various artists courtesy of the NGV Collection, and archival material courtesy of the State Library Victoria.”