Melbourne Central
Project Details
Point of Difference
Over 20 years, Village Well has been re-engaged at every major evolution of the Melbourne Central Masterplan to transform it into a top tier retail destination.
Location
Melbourne CBD, Victoria
Traditional Custodians
Wurundjeri Woi Wurrung and the Bunurong Boon Wurrung
Client
GPT
Year
2012-2020
Context & Place of Vision
Context
Village Well has been a long-standing placemaking partner for GPT in regards to the Melbourne Central development. From contributing to the original masterplan in early 2000s and providing ongoing strategic advice since, with two larger projects in 2012 and 2019-2020.
Village Well has crafted compelling Place Vision and Place Activation recommendations for the rooftop, L3 and other underutilised spaces, fostering unique cultural experiences and cementing the centre’s role as a conerstone of Melbourne’s retail landscape over decades of work.
Place of Vision
“A vibrant cultural and civic hub where retail, dining, and public spaces seamlessly connect, creating a dynamic destination.”
Impact & Result
Impact
Reinforced Melbourne Central as Melbourne’s premier retail and cultural destination, attracting 58 million visitors annually.
Empowered the project team around a cohesive vision, aligning design, leasing, and operational strategies.
Contributing to its recognition as Australia’s highest-ranking shopping centre by sales turnover per square metre in 2019.
Partnered with regenerative development researcher Dominique Hes and ecologically sustainable design architect Chip Kaufman to embed a regenerative lens into the project.
Village Well’s work continues to shape Melbourne Central’s evolution, operational planning and strategy. Our partnership with GPT highlights Village Well’s ability to deliver transformative and enduring placemaking outcomes.