One Hundred and One

Project Overview
As an iconic landmark on the Melbourne skyline, 101 Collins Street is arguably Australia’s pre-eminent workplace community. For over 30 years, it has retained its premium status as a home to some of the city’s most prestigious and high profile tenants. It features a spectacular entry foyer, elegant artwork and classic architecture.

Following on from the strategic rebrand of 101 Collins, Hundredweight developed One Hundred and One, 101’s new bi-yearly business & lifestyle magazine. Our In-depth and collaborative process for the publication’s creation included; publication naming, editorial content development, photography and art direction as well as design and production.


Project Brief
Our brief was to create a magazine that serves as a foundation for insightful thought leadership and luxury lifestyle content to enlighten, provoke and inspire 101’s community of astute professionals. As a print publication distributed to tenants and amongst surrounding premium businesses, it was required to offer a physical touchpoint and unique voice for the 101 Collins brand.


Project Outcomes and Achievements
Via collaborative workshops and detailed content planning, the launch edition of One Hundred and One was planned to coincide with 101 Collins’ Thirty Year Anniversary and it’s supporting '30 Years, Infinite Stories’ campaign. Photography and articles were developed within a flexible visual framework that captured the enduring spirit of 101 as told through the people within the building. Each article was also shared and liked through the brand’s digital channels to promote and activate engagement and discussion.

One Hundred and One has been successfully embraced by the 101 community by delivering a fresh perspective and distinctive voice to a renowned Melbourne workplace community, brand and culture.