The Perth Cultural Centre is home to the state’s major cultural institutions and adjacent Perth Central Rail Station and the Northbridge entertainment district. This project breathed new life into a stagnant precinct by introducing new attractions and activities, land uses, proactive management and programming strategies and quick wins to improve existing infrastructure. It also included revitalising the William Street Retail Precinct into a much loved and award-winning destination, including heritage building refurbishment, curated leasing program and investment attraction strategy.

element provided project direction services for the Metropolitan Redevelopment Authority to deliver a holistic precinct revitalisation outcome. This included delivery of ‘quick wins’ infrastructure and programming, development of a longer term place plan and delivery of the William Street properties heritage and retail revitalisation.

Working within a complex site that was isolated, yet centrally located, element worked to unite stakeholders around a common vision and program, bring together fine grain heritage and brutalist architecture and repositioning the perception of the Cultural Centre and William Street into a key city destination. We re-engaged end users and the community through refreshed public realm and new activities and attractions such as a play space, urban orchard, wetland and a wide variety of main street tenancies offering niche food, beverage and retail. We worked to attract new investment and delivered unified place management strategies. The precinct is now well recognised and valued by Perth people whilst William Street was internationally recognised in the UNESCO Asia Pacific Awards for Cultural Heritage Conservation.

• Place strategy, vision, activation
• Urban revitalisation strategy
• Community and stakeholder engagement
• Tenancy and investment attraction strategy
• Project direction for infrastructure improvement