A Living Map of the CBD’s Hidden Heart
How do you showcase a thriving city precinct to people who’ve never set foot there - and get them to go? We built a web-based 3D map that renders Sydney’s laneways in rich detail, viewable on any device in seconds. Users can zoom, pan and tap through a responsive bird’s-eye view of the district, discovering cafes, shops, venues and cultural gems tucked into every corner. More than a directory, this was an experience - designed to guide users from digital exploration to real-world adventure.
From Screen to Street
The map didn’t just invite users to look - it encouraged them to go. Participating venues were equipped with QR codes that could be scanned to unlock prizes, rewards and exclusive content. The “Collect to Win” campaign turned a casual visit into a scavenger hunt, incentivising deeper exploration, longer dwell time, and more footfall for local businesses.
Tech That’s Built to Perform
Behind the scenes, the experience ran on a custom-built 3DWeb stack designed for performance. Lightweight assets, responsive controls and fast load times ensured the map was accessible to everyone, no matter their device. And with a full back-end CMS for venues and a customer portal for prize tracking, the infrastructure was as scalable as it was seamless.
Reconnecting People with Place
At its core, this project was about reconnection - with physical space, with small businesses, with stories. By bridging virtual storytelling and tangible incentives, we helped locals and tourists alike rediscover one of Sydney’s most characterful precincts. It’s proof that digital experiences don’t need to compete with the real world - they can lead you straight to it.
YCK Laneways
Blurring the lines between virtual discovery and real-world foot traffic. We partnered with city planners and precinct stakeholders to reimagine one of Sydney's most vibrant pockets — York, Clarence, and Kent Streets — as a responsive, interactive 3D web experience. The result? A digital-first engagement platform that connects curious explorers with the laneways' best-kept secrets, while actively driving physical visits through gamified incentives and in-venue activations.
Category
SCREENplay
Year
2024
Client
NSW Government
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