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The Eureka Tower is a ninety-storey inner-city residential building in Melbourne with one underground car park, solely for residents. This is a typically robust and utilitarian environment. Like all car parks, it is experienced in motion. The project architect invited emerystudio to design signage to enhance the experience of the car park. Emerystudio’s response was to exploit the vertical and horizontal surfaces of the car park by employing a sequence of monumental messages. Bold graphic illusions convey information through false perspectives. From different viewpoints, the super-sized letterforms are perceived as either abstract distortions or legible directional information. Seen from a moving vehicle, the distorted words In, Out, Up, Down snap into alignment to convey information at key decision-making points.