Piccadilly is a 2 level shopping centre located in Sydney CBD, 150 metres from Pitt Street mall and opposite the newly refurbished Hilton International Hotel. Piccadilly is home to over 39 stores specialising in fashion, fine jewellery, gifts, health and beauty. Edwardjames were appointed to re-design Piccadilly's identity inline with several new and exciting retailers moving in, this had to be done whilst still maintaining elements of the already well known and established Piccadilly brand identity.

Developed material: identity re-design, direct mail campaigns, hoarding signboard design, environmental signage, print advertising, custom t-shirt design and in-centre poster design.