A key path through the centre of Sydney is the boulevard named Martin Place, but for seven weeks during the Rugby World Cup, this central city artery will wear another moniker - that of the Avenue of Nations.
The City of Sydney and the NSW Government decided on the temporary name change in order to give homage to the 20 nations who, over 48 matches, will compete for the Webb Ellis Cup.
A creation by DNA Creative
The Avenue will parade 40 banners, two banners per team, that were designed by graphic arts agency DNA Creative. Its team manager David Corbet supervised the team in charge of the conception and realisation of each banner.
The result is more than just a simple homage to the RWC, it is a genuine work of art.
“The directive was not to do something boring, to do something more interesting than just a simple alignment of national flags,” explained Corbet.
“We had to make something more fun, so we chose to link the specific representation of each country with a specific point of their culture.
“For example, the banners of the USA represent the theme of their national flag but it is influenced by their pop culture they have developed,” he said.
After the completion of the banners’ design, they were sent to the ambassadors for official approval.
“The majority were delighted by the result," he said.
“A few of them made a few comments to slightly change the colours or patterns. It was a case for example, that the Georgian banner was rethought by Prince Dadianov. But at the end everybody was happy with the result.”
A nation's culture
One of the most noticeable banners is the one dedicated to France.
“It demanded a particular way of thinking,” said Corbet. “We have chosen to keep the three colours - red, white and blue - but have chosen the technique of pointillism.
“France is the home of impressionist painting and so to pay homage through pointillism appeared to us as a good thing.”
Lord Mayor of Sydney, Lucy Turnbull was also present at the inauguration to of the Avenue.
“The banner of Australia is located at the start of the Avenue of Nations,” explained Turnbull.
“Each banner is recognisable by a specific interpretation like the one of Argentina, one of my preferred, which has the Pumas in the centre of the emblem of the team.
“The Avenue of Nations brings the idea of community of countries gathered around the game.”
From 8 October Martin Place will also welcome five sculptures by the Australian Peter England, the works standing at 7.5 metres in height and weighing one tonne each.