Tim Rob Don Dow


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


Eastland’s recent $665m transformation is helping to invigorate the urban centre
of Maroondah, a 110,000 strong, 61 square kilometre district to the east of Melbourne.

Resizing Images for Website71
Resizing Images for Website72

“This is not a call for a richer mix of uses, but rather for a richer mix of types of activity.
Done well, it promises to be the model for the new retail norm come post-coronavirus.”
— Adam Scott, Founder & Creative Director, FreeState

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