© Rasmus Hjortshoj
Inspirational from the beginning
‘3XN/GXN’s design philosophy was so compelling from day one: to take an introverted industry and turn it inside out, and make the theatre of a historically closed industry visible and accessible to the public. That blending of industry and public life drove the project and set the tone for my campaign strategy as well – it’s been a privilege helping tell the story of a project that will reshape a significant part of Sydney’s waterfront.
Like the construction itself, the campaign was the work of many teams, providing me with the opportunity to collaborate closely with my contemporaries at Infrastructure NSW, BVN and their agency NHO, Aspect Studios, Multiplex and Sydney Fish Market to help tell the story of a project many years in the making.
A roof with a view
One of my favourite moments was hosting US publication Architectural Record’s first site visit last year, during which we had exclusive access to the now iconic roof. Often likened to a sting ray or a PlayStation, and frequently incorrectly described as inspired by the scales on a fish or the waves in the harbour, the roof’s undulating form was designed topographically with sustainability in mind. The peaks and troughs collect rainwater for recycling, and the 407 pyramids are home to solar panels. Function before form!
Venice catch-ups
It’s not every day you get to catch up with a client over a Spritz on the water in Venice! One of the many perks of working with a truly international practice was a helpful catch up with the Danish team during the 2025 Biennale, six months ahead of the Fish Market’s opening,
Sydney views
Other from the view from the (football pitch-sized) roof, the other outlook that stopped me in my tracks was the view from the site itself. I’d never seen the Anzac Bridge from that angle before – the new Fish Market opens up a previously inaccessible part of the harbour edge and frames entirely new views of Sydney.
Touring the site
I’ve lost count of the number of hard hats, safety briefings and site tours, but every visit brought a new insight. Listening to Fred Holt, Audun Opdal and Lasse Lind explain the project was a masterclass in communicating design. Limited briefing required, though I hope my extensive Q&A document helped! Although, in truth, briefing wasn’t difficult. The 3XN GXN team had lived and breathed this project for eight years and knew every detail inside out.
The power of great visuals
Strong visual assets make communications infinitely easier. Working with photographers Tom Roe and Rasmus Hjortshøj helped bring the project to life for media audiences around the world. Tom even convinced a rower to help capture the perfect shot from the water…and if the dawn-to-dusk shoots weren’t enough, Rasmus kindly squeezed in an impromptu photo shoot with 3XN founder Kim Herforth Nielsen for WISH Magazine
Launch day
From Sunrise to SBS, The Guardian and ABC Sydney, the breadth of media interest was remarkable. This is the part of the job I love most: the energy of live broadcasts, coordinating interviews, and making sure clients are in the right place at the right time saying the right things.
