Fed Square

Client: Fed Square Pty. Ltd

The Maytrix Group has been involved in Fed Square since project conception, developing precinct and tenancy commercial strategy and stakeholder engagement through the life of the project.

The Project

Fed Square was a visionary project on a vast site. Claiming a site over the Jolimont rail yard, this visionary development conceived through an international design competition, was complex to envision. Over multiple levels, and with a number of major tenants including The Ian Potter Gallery, the Australian Centre for the Moving Image and SBS, the site was conceptualized using commercial tenancies to activate and diversify experience. Delivered to commemorate the Federation of Australia, the Square is a landmark and international benchmark for cultural precincts. It opened with a diverse range of cafes, bars and restaurants, and has become one of Australia’s most celebrated and awarded precincts.

Home to cultural institutions, bars, cafes and restaurants and a large function venue, it is a focal point for Melbourne festivals and
events and a major cultural precinct. More than 66 million people have visited since it opened in 2002, making it Australia’s highest
visited location.

Our Role

To develop a viable retail and food and beverage base to ensure the Square’s long-term success and viability, The Maytrix Group was involved in the development from project conception. We provided a retail tenancy strategy which included a model for the mix of retail food and beverage. The Maytrix Group retains close involvement with Fed Square, providing ongoing tenancy and design advice.

As part of the initial project team, The Maytrix Group undertook concept development and commercial analysis to inform the development’s funding strategy. We identified infrastructure, services and fit-out requirements for all tenancies and public areas and were retained to identify suitable operators, to manage the tender process and to negotiate contracts for all tenancies and subsequently develop tenancy standards, oversee the tenancy fitouts and development of business plans.

The multi-award winning Square has industry accolades and has been recognised in the Victorian Tourism Hall of Fame. Its 15 retail venues including 13 hospitality venues and a renowned function centre contribute enormously to its popularity. With 8.4million visitors annually, it is Melbourne’s most visited attraction.

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