Queen Victoria Market
Project Details
Point of Difference
Creating and activating Melbourne's night economy since 1997
Location
Melbourne, Victoria
Traditional Custodians
Wurundjeri People
Client
City of Melbourne
Year
1997, 2011, 2022
Context & Place of Vision
Context
Queen Victoria Market is one of Melbourne’s most iconic destinations, and since 1997, Village Well has played a key role in its evolution. We pioneered the Night Market, developing its vision, governance, leasing, branding, and programming, and ran it for its first 12 months - proving a concept that is now standard across Australia.
In 2011, we created the Winter Night Market,which successfully launched in 2012 and still continues. In 2022, we partnered with Lendlease to deliver a placemaking and activation plan for the markets revitalisation. Our work has helped cement QVM as a thriving day-night destination.
Place of Vision
“A thriving heart of Melbourne where history, culture and diversity meet - an unforgettable market experience.”
Impact & Result
Impact
Created a night-time economy in Melbourne through the introduction of the Night Market.
Enhanced the market’s national and international reputation as a tourism and retail hub.
Strengthened governance and community engagement, ensuring the market’s long-term sustainability and local ownership.
Village Well’s strategic interventions have cemented the Queen Victoria Market as a leading cultural and economic precinct in Melbourne. The Night Market has grown into a major seasonal attraction, drawing large crowds and significantly contributing to the city’s evening economy. Our collaboration with Lendlease in 2022 helped secure their winning bid for the Queen Victoria Market Revitalisation project.
