Amphora, at Marvel Stadium, Melbourne – Australia

Breaking new ground in Docklands
The Docklands stadium has undergone a revitalisation programme that has transformed it into a seven-day-a-week community meeting place. The business imperative for Amphora is to leverage the existing event-going customer base while being an attractive destination for a wider audience.
The richness of the space and progressive culinary offering ensures that people will never forget their experience.
The success can be attributed to our unapologetic design choices. These included a ceiling inspired by traditional amphora wine vessels, serving as a catalyst for the brand’s identity but also acted as a remarkable piece of sectoral art. The aperture of the ceiling was meticulously crafted to create an illusion of infinity, adding to the overall visual impact. Additionally, we incorporated an expansive hand-painted scalloped wall mural inspired by Umbria, Italy, and deliberately employed chiaroscuro lighting effects through careful selection of materials, colors and lighting techniques, crafting a distinctive and captivating atmosphere.
The booth areas have been deliberately elevated to provide an ultra-premium dining and drinking experience within this dramatic dining hall. There is little doubt these will be much sought-after areas, offering incredible material finish and sensual lines that screams opulence.
Marketing
Amphora’s marketing branding draws inspiration from interior design, particularly the architectural lines of ceiling structures. The developed icon reflects this, forming a unique shape that resonates with the environment.
The color palette features soft velvet tones of deep greens, establishing a strong connection with the natural surroundings. This approach nurtures a refined and elegant aesthetic. The branding is carefully crafted to ensure a polished and professional appearance that communicates quality and sophistication.
This combination of elements creates a distinctive identity that highlights creativity and cultural sensibility. Ultimately, Amphora’s branding radiates a classy atmosphere, appealing to an discerning audience.