Tim Rob Don Dow

Melbourne Arts Precinct Transformation

Located in Melbourne's Southbank, the Melbourne Arts Precinct is home to the city's best art galleries, theatres, music venues and arts education institutions. Australia's largest cultural infrastructure project, by Development Victoria, aims to transform the Precinct, making it easier to navigate and more vibrant and enjoyable for visitors, workers and residents alike.

I worked closely with Hassell, SO-IL and FreeState to deliver an Experience Masterplan for a re-imagined public realm that will surround Arts Centre Melbourne, Hamer Hall, NGV International and the new NGV Contemporary.

The Masterplan was developed through a collaborative process, including workshops, journey mapping and pace layering, ensuring users of the Precinct are placed at the centre of the development. Its aim is to create better connections between nature, art, performance and people through physical spaces that invite discovery and new experiences that are memorable and transformative.

Work on the Precinct is due to commence in 2022.

Specific scope included:
- Experience vision and principles
- Experience framework
- Co-design and co-creation
- Visitor modes and mindsets
- Journey mapping
- Journey types
- Pace layering
- Workshop facilitation
- Stakeholder engagement
- On-site observation and assessment


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The redevelopment of the public realm within the Melbourne Arts Precinct Transformation
is not just an activity in creating new public space, but rather crafting a new
platform of experience.

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The city has long been a destination for experiencing world-renowned art,
performance, theatre, festivals, music, fashion and design. Its arts and culture prestige
bringing millions of local and international visitors to the city each year.

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