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Sydney Opera House

Issue 39 | June 2016

Background

Everybody who had ever been to Australia had dozens of snaps of the Sydney Opera House. It was one of the most pictured, Instagrammed architectural icons of the world.

But of the 8.2m people who visited the site every year, only a small minority – 1% – actually went inside. The challenge was to find a way to turn the snappers into visitors.

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