Frost*Collective builds interactive Moore Park masterplan

Marketing agency Frost*Collective has collaborated with Sydney’s Centennial Parklands and architects Hassell to create an interactive masterplan for the city’s Moore Park.

The Moore Park Masterplan 2040 is the first interactive plan of its kind in New South Wales. It is designed to provide users with a transparent and accessible representation of the planned improvements for the area.

Information is highlighted and arranged by user group interests, split into sections such as walkers and cyclists, and provides an overview of the potential impact on each user segment.

“The purpose of the Master Plan is to provide a blueprint for Moore Park’s future that enhances its green spaces and revitalises its built space, and sets its course for the next 150 years,” commented Denise Ora, director of strategy and projects for Botanic Gardens and Centennial Parklands.

“By working with Frost to create an innovative multimedia platform with high-quality visual articulation, it allows us to directly engage with our communities and stakeholders, helping them to be involved and have their say.”

The site was designed by Frost’s digital marketing arm The Nest. Key features include an interactive map providing a walk-through of the plan.

Frost*Collective Strategy Director Cat Burgess said a priority of the project was making the information comprehensible to ordinary citizens.

“Typically, master plans are complex documents often made up of hundreds of pages that require detailed analysis to find key points of interest,” she said.

“These documents are usually posted online as static documents using language that works for planners but not for community members. Taking an interactive approach using plain English cuts through this complexity and puts relevant information directly into the hands of the user.”