MELBOURNE SKYDECK
Melbourne Upside Out
It’s a city known for laneways and street-level discoveries.
But almost 300 metres up, Melbourne transforms into
something completely different. Welcome to the world of
Melbourne Upside Out.
Upside Out inverts the city’s
expected street level culture,
encouraging visitors to experience
Melbourne from Skydeck for a
completely different perspective.
Brought to life in partnership
with renowned Melbourne
illustrator, Brolga, the visual
narrative captures the raw thrill
and playfulness of exploring
Melbourne 300 metres up.
Featuring a cast of colourful
characters looking down on
the city, the brand platform
transforms Melbourne into a
sensory playground for people
of all ages.
Rather than compete with individual
destinations, Melbourne Upside Out
reframes Skydeck as a place where
the city’s sport, culture and events
come together.