The Sydney Road shopping strip steeped in migration history and multicultural heritage is calling on artists to help celebrate its landmark 175th anniversary.
The Sydney Road Brunswick Association (SRBA) has launched the 175 Years Design Competition, seeking creative works that will become the visual cornerstone of the precinct’s year-long celebrations. The winning design will feature prominently throughout 2025, appearing on limited-edition merchandise and marketing materials across one of Melbourne’s most distinctive retail and cultural corridors.
It’s a design competition that aims to capture the road’s unique character and historical significance, marking 175 years since surveyor Robert Hoddle officially established the thoroughfare’s current name in 1850. Before then, the street bore various names including Brunswick Road and Pentridge Road, reflecting its historical connection to the notorious Pentridge Prison that once dominated the area’s northern reaches.
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“We’re looking for designs that reflect the road’s rich tapestry of commerce, creativity and community,” says SRBA. “This is a once-in-175-year opportunity for artists to leave their mark on an iconic Melbourne streetscape that has been a gateway for generations of migrants and a crucible of Melbourne culture.”
The competition brief emphasizes technical versatility, requiring designs that can be effectively reproduced across various scales and materials. Entries must work in both monochrome and two-colour versions, ensuring adaptability for different printing processes and applications. While digital illustrations and traditional artwork are welcome, the competition explicitly excludes photographs and AI-generated imagery.
Artists must incorporate several mandatory elements into their designs, including references to the 175-year milestone and the dates 1850-2025. The brief also calls for works that celebrate Sydney Road’s full length, rather than focusing on any particular section.
The winning artist will receive a $1,000 prize and the first prints of limited-edition merchandise featuring their design. Their work will appear throughout the anniversary year on various promotional materials, from tote bags and t-shirts to street furniture and digital channels, as well as potential inclusion with affiliated groups also celebrating the milestone.
Sydney Road’s evolution from its 19th-century beginnings mirrors Melbourne’s own transformation into a multicultural metropolis. Today, the road is renowned for its Middle Eastern eateries, traditional European delicatessens, vintage clothing shops, live music venues, and bustling community spaces. It stands as a testament to successive waves of migration that have shaped Melbourne’s cultural landscape.
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The competition deadline has been extended to 5pm AEDT on 24 January 2025, giving artists additional time over the holiday period to develop their concepts. A panel of judges from the Sydney Road Brunswick Association will select the winning design, with the winner to be announced on 6 February 2025.
The competition represents a unique opportunity to contribute to the visual legacy of one of Melbourne’s most historically significant and culturally diverse precincts.
Full competition details and entry forms are available through the Sydney Road Brunswick Association. Submit your entry here
