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Pacific Fair – Placemaking Vision  


Gold coast, QLD  AMP Capital (2008)


Categories and services:

  • Retail

  • Shopping Centres

  • Placemaking Vision

  • Place Research

  • Stakeholder Engagement

  • Customer Experience

Image courtesy of AMP Capital

Jennifer and the Village Well team have worked both collaboratively and independently on the $800m Pacific Fair redevelopment from project inception in 2008.  A Coast icon recognised as the Gold Coast’s high street, nationally and internationally, the brief was to transform a tired outdated shopping centre into a world class leisure destination for visitors and a place locals could again be proud to call their own.


How we did it:

  • Internal consultation across the organisation to capture individual views and aspirations

  • Comprehensive primary research program covering residents, daytrippers, and interstate and international tourists

  • Place visioning workshops with the project team

  • Design intersect and experience integration workshops with architects, designers, marketing, operations, customer service and leasing teams

  • Property management team handover and customer experience advisory support through development into stabilisation and beyond



  • A bold and transformational place vision that gave nine figure investors confidence to fund the redevelopment project

  • Clear alignment to the needs of place audiences to recover substantial lost local marketshare and place advocacy

  • Attracted premium foundation tenants and retailers

  • A multi award winning destination that has grown visitor marketshare and spend to recently pass the $1billion in annual sales emerging from the pandemic

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