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Projects

High Street Mall Revitalisation

CITY OF FREMANTLE | Fremantle, WA

THE
PLACE

Fremantle’s historic High Street connects the Town Hall and Kings Square to Market Street, and its Mall sits at the heart of the city centre.

Once a ‘hub’ of retail activity in the port city – and home to national retailers and a diverse business mix – the Mall faced a range of challenges including high vacancies, a lacklustre tenant mix, a changing retail landscape, low visitation and limited attractions.

OUR
ROLE

element worked with the City of Fremantle and property owners to develop a consolidated place vision and action plan that articulated a shared direction and goals for the precinct.

This included joint strategies to unify the Mall’s strategic positioning within Fremantle’s broader destination set, its marketing approach, tenant attraction and selection process and identification of new attractions and amenities – such as public art, seating and shade to enhance the visitor experience.

OUTCOMES

We developed a place vision, tenancy mix and leasing plan, unique place brand as well as strategies to reposition the High Street Mall. We identified public space improvements including new infrastructure and a range of quick wins and longer-term projects such as events and pop-ups. The work was used as a basis to source funding for significant infrastructure upgrades.

WHAT WE DELIVERED
  • Place visioning
  • Workshop design and facilitation
  • Tenancy strategy
  • Place brand and destination marketing
  • Place activation strategies – public realm, public art, temporary uses
PROJECT TEAM
carla chatzopoulos

Carla Chatzopoulos

PRINCIPAL – PLACE

lisa montgomery

Lisa Montgomery

PRINCIPAL – PLACE

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