GPT Group

Melbourne Central Place Experience Masterplan

Activating under-utilised space at Melbourne Central.

The Space Agency was engaged by GPT Group to create a Place Experience Masterplan for a series of aesthetic upgrades to Melbourne Central that foster collective experiences and drive engagement.

The Space Agency conducted an audience analysis to profile the motivations, perceptions and desired outcomes of Melbourne Central’s audiences, before developing an interaction model to map how their experiences would be spatially manifested and intersect in the centre.

The Space Agency concluded that the theme of ‘surprise and joy’ could be utilised to create a more diverse atmosphere and facilitate collective usage of the centre.