Full-service independent agency Enigma has delivered a bespoke placemaking campaign for purpose-built surf park, URBNSURF, ahead of its opening at Sydney Olympic Park this month.

The creative team behind the agency's Property & Place division developed a set of wayfinding and environmental graphics and signage for park in collaboration with award-winning interior designers Luchetti Krelle, specialist signage firm Diadem, and local artists Jamie Browne and Kentaro Yoshida.

"When we were developing the concept for the Sydney Olympic Park, we wanted to ensure it offered a premium experience for surfers, families, and enthusiasts, while also celebrating the relaxed, laidback, and inclusive Australian surf culture. To nail the brief, we knew the park’s wayfinding had to embrace Australia’s rich surfing heritage, while also being simple, informative, and inclusive to engage a broad audience," said URBNSURF’s Head of Marketing, Hayley Wallace. "The Enigma team immediately understood our needs and developed a wayfinding solution that embraced URBNSURF’s contemporary beach vibe, while also paying homage to the Aussie surf legacy. We’re absolutely thrilled with the outcome, and we can’t wait for visitors to see it when the park officially opens."

"It was a privilege to develop and deliver this placemaking activation for the URBNSURF team. It’s always exciting to work on a first-in-market project, particularly something that is cutting-edge, fun, and innovative. The thought, care and detail that has gone into the project is first-class and we’re proud of the part we’ve played in bringing URBNSURF’s Sydney park to life. We can’t wait to visit and catch some waves once the doors fly open," said Enigma’s Executive Director, Property & Place, Akira Galvin.

URBNSURF Sydney is the first surf park of its kind in NSW, featuring industry-leading wave technology, a state-of-the-art wave machine, lagoon and cabanas, and learn to surf programs through their onsite surf academy.

The 3.6-hectare venue will feature waves up to two metres in height, LED lighting for night surfing, and the capacity to produce waves every eight seconds. Additional features of URBNSURF Sydney include a wellness studio, skate pad, Rip Curl store, and a surf academy.