Indigenous Art Makes Historic Out-of-Home Debut in Melbourne

Leading Out-of-Home media company JCDecaux has partnered with the Victorian Department of Transport and Planning and the Wurundjeri Woi Wurrung Cultural Heritage Aboriginal Corporation, to install Australia’s first original piece of Indigenous artwork connected to a new Digital Large Format billboard across Australia’s busiest road, the West Gate Freeway. 

Steve O’Connor, CEO of JCDecaux Australia, said: “By integrating this incredible piece of Indigenous artwork into the urban landscape, we are not only enhancing the visual appeal, but we are also encouraging dialogue and understanding about the diverse cultural heritage that enriches our society. We collaborated with our partners to bring this unique and special art installation to life to inspire, provoke thought and spark conversations. The partnership and artwork signify our commitment to supporting and amplifying Aboriginal and Torres Strait Islander culture.”

Minister for roads and road safety Melissa Horne said: “It’s fantastic to see our First Peoples recognised and this artwork take pride of place on one of Victoria’s busiest and most important roads. We made the decision to fly the Aboriginal flag permanently atop the West Gate Bridge and this installation is a further symbol of unity, identity and resilience for First Peoples across Victoria.” 

The original piece of commissioned artwork pathed between has been created by Lisa Waup, a mixed-cultural First Peoples multidisciplinary artis and curator born in Naarm (Melbourne). The artwork embodies direction, flow and perspective which is central to the significance of the West Gate Freeway and its function as a connector within the community. 

Artist Lisa Waup said: “pathed between highlights abstracted intersecting lines and paths of connection, some roads travelled can be easier than others at times. Yet the road travelled ultimately delivers us where we need to be. It has been an absolute pleasure working on this project, a positive and respectful experience in every way. I am extremely proud of the outcome and exceedingly thankful for the opportunity.”

The artwork takes pride of place connected to a new Digital Large Format billboard in a prominent site across the West Gate Freeway, Australia’s busiest road. It links Geelong and the Western Suburbs to central Melbourne and beyond, carrying more than 200,000 vehicles every day. This unique Digital Large Format site is positioned above White Street, impacting audiences heading inbound and outbound from the city. 

JCDecaux worked in partnership with Authority Creative – award winning specialists in contemporary art production and curation to engage Lisa Waup on the project. Leading industrial design practice Tilt were selected to support the production of the art from a 2D design through to the manufacturing process