(C)LOCKED-OFF

Context
(C)LOCKED-OFF was a thirteen hour event at La Roca that ran from midday until one in the morning. It pulled in new climbers and visitors from across Melbourne and turned the gym into an after-hours space shaped by eight DJs playing electronic, psychedelic, ambient, minimal techno, and RnB on a full Funktion One system.

The brief was to build an identity that could shift the familiar atmosphere of the gym into something darker, looser, and more communal. The visuals had to speak to both climbers and music lovers without leaning on tired rave tropes or standard gym branding.

Challenge
The main challenge was finding the point where climbing culture and nightlife could sit together without feeling forced. The gym is usually bright and ordered, so the design needed to disrupt that without losing the character of the space. The event had to feel unexpected but still rooted in La Roca’s community.

Solution
The visual direction took cues from surveillance, low light, and distorted digital textures. CCTV projections and simple, high contrast graphics shifted the gym’s surfaces into part of the atmosphere. Instead of a single logo or hero mark, the identity worked as a flexible set of elements that could stretch across digital promotion, in-gym visuals, and printed materials. It helped frame an event that brought two communities (climbers and techno enthusiasts) together and showed how La Roca can host cultural experiences that are beyond the typical environment of a climbing gym.