A STRATEGIC PLAY BOOK TO GUIDE THE FUTURE POSITIONING OF MELBOURNE CENTRAL SHOPPING CENTRE
The GPT Group - Melbourne, Victoria, Australia
Facilitation, Research, Strategy, Delivery
Melbourne Central is a shopping centre asset located above one of Melbourne’s busiest train stations. Being visionary and ahead of the curve has always been part of the DNA of this project, from its creation in the early 1990s and the opening of Japanese retailer Daimaru in Australia. Since its purchase by The GPT Group in 1999, the centre was reimgained as an urban playground, and has since held its place in the Melbourne retail market.
However, Melbourne Central’s positioning and resonance with early adopter audiences has slid over time, and 2019 is the time for a new cycle of repositioning.
Left Bank Co. worked closely with The GPT Group and the creative team at Studio Round to develop a placemaking blueprint for the next 10 years of this asset. This involved a process for building a deep understanding of the current and future desired audiences for the asset, the suitable retail mix to meet the needs of this audience, and investigate the possibilities for new partnerships. This was developed with a clear understanding of what metrics the project was aiming for and ways to measure progress towards those metrics.
Capturing the place vision, strategic narrative, ambitions and outcomes of the future Melbourne Central, a graphically inviting document was produced as the output. This was designed as a live resource to be added to and evolve over time by the client, as they further work on their strategy and action plan. Illustrations were created by Egle Zvirblyte.