Eastland is a retail and lifestyle destination in Melbourne's East, featuring major local retailers, iconic international fashion, dining and hospitality offerings, art gallery, library and a hotel.
I worked with FreeState to define an Experience Masterplan, as part of a broader Masterplan developed by Hassell for QIC GRE. The Experience Masterplan aims to support the evolution of Eastland, beyond just retail, to be a place that provides authentic connections between people and place through daily rituals of life. Opportunities for integrating work and leisure activities were identified, together with a mix of education, healthcare, and experience-based pop-ups.
Specific scope included:
- Experience framework
- Stakeholder engagement
- Interviews with experts
- Workshop facilitation
- Journey mapping
- Visitor, resident and worker archetypes
- Modes and mindsets
- Analysis of QIC|GRE strategic work
- Trend analysis