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C R E A T I N G N E W
D E S T I N A T I O N SSTART HERE
HELLO!We are a multi-disciplinary activation agency that specialises in designing and implementing strategies that enable our clients to increase the earning and engagement potential of their property or precincts.
We work with developers and government, providing solutions that increase foot-traffic and dwell time, attract commerical operators and investment, and align projects with local demand and global trends.
WHAT
We deliver end-to-end strategic consulting and project management to enable the commercial and social success of development projects.
HOW
We are a unique team of multi-industry professionals with cross-over experience that connects placemaking, marketing, retail, urban planning, events and commercial leasing.
WHY
We are passionate explorers of cities. We want to create the destinations of the future.
OUR CORE
60% - STRATEGIC
Our approach is informed by detailed data gathering and expertise, combining key insights with a highly functional plan for delivery.
30% - CREATIVE
We push ourselves to produce bold ideas that layer strategy with clever design and creativity to capture the public imagination.
10% - FUTURIST
We want to push the boundaries of what’s possible, drawing inspiration from global trends, innovations and international best practice.
OUR DNA
CONSTRUCTIONMANAGEMENT
EXPERTISE
DESIGN &PLACEMAKING
PROJECT MANAGEMENT
RETAIL &HOSPITALITY
We have a small but highly versatile team with a unique set of talents and
expertise specific to activation.
DATA &INSIGHTS
COMMUNITY ENGAGEMENT
COMMERCIAL LEASING
COMMUNICATION& MARKETING
CLIENTS
RETAIL DEVELOPMENTSTRATEGY
Retail strategies provide crucial insights to support decision-making around a property or precinct’s commercial space.
These strategies are designed to provide actionable recommendations that improve the leasability, design, functionality, operations and alignment of precincts.
We combine on-the-ground data and insight with retail development experience and a unique understanding of the operator environment to produce detailed solutions to problems before they emerge. • Masterplan review and recommendations• Precinct positioning and alignment• Tenancy mix and target operators• Activation and short-term opportunities• Placemaking and wayfinding recommendations• Make good works and costings• Partner and stakeholder engagement
CAPABILITIES
COBURG QUARTER
Working with Future Estate, we implemented a retail strategy to secure investment and align the precinct with popular local trends and long-term leasing goals.
PROJECTS
HALL STREET & MASON SQ.
Working with Caydon, we identified market gaps and emerging local trends in order to design a retail model for their development’s ground floor commercial space.
JAM FACTORY
Working with Newmark, we conducted a comprehensive review of the iconic center to support the development team with recommendations for improved access, amenity and retail positioning.
DAWN, HURSTVILLE
Working with Fridcorp, we provided retail insights and recommendations to help define this emerging mixed use precinct in Sydney’s south-west.
HIGHPOINT FOOD STRATEGY
We created a framework that maps out how the shopping centre can define its food message through activation and better position itself in Melbourne’s west.
SYDNEY OLYMPIC PARK
We established a framework for aligning the future shopping centre with emerging global benchmarks in customer service and experience design.
PRECINCT ACTIVATION STRATEGY
We define activation as a series of short-term tactics designed to better position, communicate and enhance precincts in order to increase visitation, talkability and drive commercial outcomes.
Activation supports commercial and residential leasing campaigns, supercharges marketing, and brings projects in line with customer expectations and long-term precinct positioning goals.
With extensive experience in event design and management, communications, construction as well as hospitality and retail, we produce pragmatic strategies of high originality and feasibility.
• Precinct positioning and alignment• Activation theming and features• Programming and event design• Site plans, renders and branding• Infrastructure design and procurement• Supplier and partner engagement• Timeline and budget management
CAPABILITIES PROJECTS
FOOD TRUCK FRIDAY
We developed and implemented Geelong’s first food truck festivals, bringing over 6000 people together in Little Malop Street across three Fridays in July.
UPPER WEST SIDE
Working with Far East Consortium, we designed and managed an artist residency named ‘Lights On Lights Off’ that brought over 20,000 people through the precinct in six weeks.
CAPABILITIES
PRECINCT & PROPERTY ACTIVATION DELIVERY
We provide on-the-ground project management support to deliver the design, build and installation of activations no matter the size and scale.
We work with your development, marketing and leasing teams to program and manage ongoing activity that continues to boost the profile of your precinct, attract visitors and engage new operators.
We are equipped to install venue managers into precincts in order to support operators, direct activities and coordinate PR.
• Project planning and set-up• Tender and contract management• Project and build management• Curation and event management• Ongoing venue management• Ongoing stakeholder and tenant management• PR and marketing support• Data collection and visitor insights
PROJECTS
SWAN STREET CHAMBER OF COMMERCE
A six month property activation for the Publican Group that brought together 12 operators to re-create a commercial high street under one roof.
FRESH HOOD MARKET
A twelve month precinct activation at the Preston Market bringing some of the most sought after food and beverage operators to Melbourne’s evolving northern suburbs in support of Salta’s future developments.
LITTLE GEORGE
A two year precinct activation in Sydney’s CBD that brings to life a major new landmark by Mirvac with on-trend food and beverage operators and an exciting outdoor public space.
KNOWLEDGE MARKET
A twelve month activation in Lendlease’s major mixed used development, Victoria Harbour, that brings a rolling series of events, workshops and activities to increase community connections and grow the precicnt’s profile.
OPERATOR ENGAGEMENT & COMMERCIAL LEASING
Finding the right group of operators is crucial to how a precinct will evolve over the short term. Our leads into hospitality and retail have supplied us with a growing index of strong operators with the right brand and product to define a precinct, attract customers and secure investment.
Our operator engagement and commercial leasing capability makes us the only agency that can provide an end-to-end solution for a precinct: finding the data, designing the strategy, implementing the activation, and signing the long-term leases.
In addition, we have established a strong commercial partnership with Burgess & Rawson to manage ongoing leasing campaigns and increase our national reach.
• Leasing guides and positioning• Tenant mix and requirements• Tenant procurement• Targeted operator engagement• Leasing campaign delivery
CAPABILITIES PROJECTS
ACACIA PLACE
Working with Hamton, we managed a pop-up-to-permanent leasing campaign that engaged new operators in order to create one of Melbourne’s most beautiful riverside food and beverage destinations.
PAM LANE
Working with the Preston Markets, we created an eclectic artist laneway that brought over twenty new stall holders into a dedicated makers precinct.
APOLLO PLACE
Working with Adelphia Developments, we re-designed a large warehouse space into leasable components, engaging in the process a local community service provider to take up residency.
ST ALBANS TRAIN STATION
Working with VicTrack, we conducted an extensive community consultation to support the development of a retail strategy and leasing guide for the new station development.
APPROACH
APPRO
VAL
CONTA
CT
BRIEF
QUO
TE & S
COPE
LOCATIO
N IN
SIGHTS
COM
MUN
ITY IN
SIGHTS
EXPERT INSIG
HTS
TSA A
NALY
SIS
REPORT T
O C
LIEN
T
DRA
FT STRATEGY
STAGE 2 - INSIGHTS STAGE 3 - STRATEGYSTAGE 1 - PITCH STAGE 4 - DELIVERY
PROCEED TO DELIVERY
ACCOUNTS
STRATEGY
DELIVERY
INSIGHTS
HANDOVER &
WO
RKSHOP
LEASIN
G IN
SIGHTS
MAST
ER PLA
N R
EVIEW
CLIEN
T FEED
BACK
OPERATO
R FEED
BACK
PARTN
ER FEED
BACK
FINAL
STRATEGY
QUO
TE FO
R DELI
VERY
CLIEN
T SIG
N O
FF
CLIEN
T ENDO
RSEMEN
T
PARTN
ER ENGAG
EMEN
T
LAUN
CH
ACCOUNTS
STRATEGY
DELIVERY
INSIGHTS
DESIG
N &
DO
CUMEN
TATIO
N
PR & M
ARKETIN
G
PROGRA
MM
ING& E
VENTS
CLIEN
T SIG
N O
FF
FINALI
SE BUD
GET
FINALI
SE TIM
ELINE
BRIEFIN
G &
TEN
DERIN
G
OPERATIO
NS &
MANAG
EMEN
T
SUPPLIER E
NGAG
EMEN
T
OPERATO
R ENGAG
EMEN
T
LEASIN
G
ONGO
ING M
ANAG
EMEN
T
CLIEN
T FEED
BACK
PROJE
CT EVA
LUATIO
N
BUILD &
FIT
-OUT
STAGE 4 - DELIVERY
RESULTSActivation has the ability to drive awareness, build community spirit and stimulate economic activity and investment. With clear social and economic objectives in mind, we are focused in delivering measurable results.
COMMERCIAL
• Reduce commercial vacancy• Attract high-profile operators• Incentivise long-term leases• Attract new investment• Support residential sales and leasing• Collect actionable audience data • Increased customer sales• Increased precinct yield• Increased tenant satisfaction• Reduces pressure on internal staff
PROMOTIONAL
• Increased foot-traffic and dwell time• Increased talkability and digital media engagement.• Increased precinct profile• Increased client visibility• High quality content for ongoing PR, marketing and leasing
SOCIAL
• Increase community interactions• Increased community buy-in• Increased project authenticity and stakeholder support
CONTACT
JACK AMIES
Head of Projects
E
M
0409 615 213
HUGO LAMB
Head of strategy
E
M
0424 441 807
BEC MCHENRY
cHief executive
E
M
0452 427 892
CRAG CARRICK
strategist
E
M
0420 656 636