Property portfolio group Vicinity Centres is renaming the Queen Victoria Building for Sydney World Pride today, honouring five key leaders within the LGBTQIA+ community.
The Pride 2023 campaign will see the heritage-listed shopping complex renamed each week on its website, social channels and at its physical entry points, under new names of five key leaders.
The five key leaders include trans woman and entertainer Carlotta, queer activist Ken Davis, Independent Sydney MP Alex Greenwich, ally Janine Middleton AM, and Indigenous drag queen Felicia Foxx.
The campaign commemorates their advocacy for and representation of the LGBTQIA+ community, which is reflected in the campaign imagery that depicts them as royals, or what the campaign calls ‘real queens’.
The images were captured by photographer Dream Syndicator and styled by Brendan De La Hay.
A physical art installation of the campaign will reside in the central dome, made up of large-scale portraits that pay homage to its ‘real queens’.
Further in-centre retailer activations will take place, that commemorate the LGBTQIA+ community, partnering with charities and influencers to raise awareness and generate conversations.
“It is of utmost importance to us to support Sydney World Pride, honouring our beautiful and inspirational queens as part of this campaign,” Vicinity Premium Centres head of brand, marketing and experience Corrinne Barchanowicz said. “They have fought tirelessly for change and representation over the decades.
“Our aim is to celebrate inclusivity, diversity and equality with this campaign and bring awareness to the LGBTQIA+ community.”
Barchanowicz said the QVB will continue to support the community with its ongoing partnerships with ACON, an LGBTQIA+ community health organisation.
Carlotta welcomed the honour of having the QVB renamed after herself and other queens, saying it shows how far the LGBTQIA+ community has come.
The QVB officially launched the Pride 2023 campaign and in-centre activation with a building renaming and ribbon cutting ceremony today at 11:30am. The event included queens and other influencers from the LGBTQIA+ community.