Melbourne Skydeck repositions experience with ‘Melbourne Upside Out’ platform

Melbourne Skydeck has unveiled a new strategic brand positioning and identity, aimed at reframing how visitors see and experience the city from above.

Developed by independent agency Town Square, the new platform ‘Melbourne Upside Out’ positions Skydeck as the only attraction that brings Melbourne’s sport, culture, events and daily life together from a single elevated perspective nearly 300 metres above ground.

The Southern Hemisphere’s highest observation deck sits within the Journey Beyond portfolio and offers 360-degree views across the city skyline and beyond, alongside experiences such as The Edge glass cube, Bar 88 and the Skydeck VR Theatre.

The new positioning responds to a clear strategic challenge. While Melbourne is known for its street-level culture, laneways and neighbourhood discoveries, Skydeck exists quite literally above it all. Rather than competing with individual destinations or events, the platform reframes Skydeck as the place where the entire city can be experienced at once.

Visually, ‘Melbourne Upside Out’ draws on an inversion of Melbourne’s laneway culture, flipping the city into a playful, immersive visual landscape. The identity has been brought to life by illustrator Brolga, creating a sensory-led system designed to capture the thrill of seeing the city from above.

Town Square executive creative director Brendan Day said the idea reflects how landmarks are experienced at Skydeck.

“From nearly 300 metres up, Melbourne becomes something you don’t just recognise, but actively play with visually,” Day said. “It’s a perspective you simply can’t get anywhere else.”

Journey Beyond executive general manager of marketing Justine Lally said the platform shifts the narrative beyond views alone.

“Melbourne Skydeck is more than a great view,” Lally said. “It’s an experience that brings together everything that makes Melbourne special, from sport and culture to everyday life, all in one moment.”

The new brand platform will roll out across print, digital, social and out-of-home channels.