Feehan Row, the first stage of the expansive $2 billion transformation to the iconic Moonee Valley Racecourse in Melbourne, is a collection of 67 town homes and terraces.
Inspired by the lush, green landscape of Moonee Valley Park the architecture and design of Feehan Row harks back to the early days of Melbourne architecture and the evolution of terrace housing. The style is a reinvention of the grandeur of Victorian terraces that were the most prominent architectural vernacular during this hugely influential period in Melbourne’s history. We wanted the posters to bring to life this carefully crafted and meticulously designed aesthetic.
The posters successfully evoke the homes’ timeless classicism with an overlay of modern flourish. Refined photography and graphic elements emphasise the linearity (high skirt profiles, raised joinery, decorative metal work and vertical panelling details) of the architecture and the materiality of the homes.