In May 2024, 20th Century Studios hosted a dramatic promotional takeover of Melbourne Central to celebrate the release of Kingdom of the Planet of the Apes, transforming the shopping centre’s iconic atrium into an immersive cinematic environment. With large-scale thematic elements built around the historic Shot Tower and the soaring central space, the installation invited visitors to step into the world of the film.
Suspended high within the Melbourne Central Clocktower, the giant inflatable eagle became a striking centrepiece of the activation. Designed and fabricated from scratch, the eagle drew inspiration from the film’s visual themes while making full use of the venue’s vertical space. Detailed printed artwork created a realistic feathered appearance, while the suspended installation allowed the wingspan to stretch dramatically overhead, delivering a powerful sense of movement and scale.
Visible from multiple levels and vantage points throughout the centre, the inflatable transformed the environment into more than just a promotional display. Shoppers paused, looked upward and captured the moment, creating natural engagement within one of Melbourne’s busiest retail destinations.
Cinematic, immersive and visually commanding, the suspended eagle demonstrated how large-scale inflatable installations can redefine commercial spaces, amplify film promotions and create unforgettable experiences in high-traffic environments.
