XMAS IN GEELONG: A civic landmark after dark
DELIVERED | GEELONG TOWN HALL | 2023
A projection artwork that turns civic architecture into a shared celebration of cultural diversity and belonging.
The opportunity
Commissioned for Geelong Town Hall in 2023, the artwork used a familiar public building as a canvas for animated storytelling. The creative focus was gathering, migration, reunion and the connections between traditions.
The experience
The Town Hall appeared wrapped as a gift, with changing animated layers drawing on cultural groups in the region. Georgie composed an original soundtrack, bringing image and sound together around a public landmark.
Documented delivery
The portfolio documents the council commission, animated facade and original score. Its contribution is architectural storytelling and shared viewing. Audience interaction is not claimed for this particular work.
Existing architecture as a stage
This commission shows how temporary media can transform an existing civic asset. The building supplies scale and recognition; animation and sound provide a changing narrative without requiring a permanent new sculpture.
Opportunities for a future commission
Belonging through civic storytelling
A recognised public building becomes a setting for narratives of migration and shared humanity. The work offers a precedent for a council programme that reflects the people of its region.
A reason to visit after dark
A scheduled visual artwork can anchor an evening cultural visit. Future programmes could link screening times with dining, markets and other attractions to encourage movement through a precinct.
A distinctive image of place
Architecture, animation and music create a recognisable setting for visitor memories and photography. The destination identity comes from the actual building and its local cultural story.
A Brisbane or regional Queensland adaptation could feature local stories and original visual commissions. Community contributors would help shape the content, while viewing routes and nearby businesses could be integrated into the event plan.
Audience insights and engagement data
A future projection programme could combine aggregate viewing counts and dwell-time observations with optional QR surveys on favourite sequences, interests and visitor experience. A separate opt-in could collect email addresses for cultural updates. These insights could guide screening times and precinct programming. This linear artwork would require added measurement tools; it does not itself generate interactive behaviour logs.
How a future commission could be evaluated
- Viewing behaviour
- Use aggregate counts and dwell observations to compare screening times and viewing areas.
- Content preferences
- Invite QR feedback on favourite sequences, local representation and onward activity.
- Future attendance
- Measure voluntary email sign-ups and subsequent event referrals, with follow-up consent.
A useful commissioning step
Set the local story and community consultation process first. Confirm building access, projection positions, sound, accessible viewing and weather operations. Agree the screening schedule and evaluation approach with precinct partners.
Sources and credits
Georgie Pinn portfolio/CV, p. 8; Interactor selected work. Economic and visitor effects are proposed measures, not reported results.