Hoyne

A world leading commercial precinct

Australia Pacific Airport Corporation (APAC) | Melbourne Airport

A significant 2,450 ha (14 times size of Melbourne CBD) site with an undeveloped commercial landbank of 314 ha. This landbank, which is adjacent to Melbourne airport, is being transformed into multiple non-aeronautical, commercial super precincts that will unlock value for Australia Pacific Airport Corporation (APAC).

Services
  • CGI
  • Place Branding
  • Place Visioning™
  • Property Marketing
Challenge 

While this is a tactical location on the doorstep of Melbourne’s northern growth corridor and with major exposure to international markets, perceptions around distance from the CBD, traffic congestion, lack of public transport connection and scarce amenity, were major barriers to mitigate in the development process.

A clear vision was required to identify target audience groups, optimise the precincts for success, engage complex stakeholder groups and drive leasing commitment.

Approach 

Four major precincts were identified and a Place Vision developed for each. Key commercial uses were identified and medium and long-term uses for the key strategic site at the airport entrance were established. This included working with the Department of Economic Development to establish the vision for a viable, world-leading premium grade health precinct.

The Visions were then translated into naming, brand and positioning and delivered as leasing campaigns to engage the market.

Results 

Each precinct was launched with compelling and unique brand and positioning. Key CGI visuals were created to communicate the vision for priority precincts; this included the visualisation of commercial buildings, landscaping, retail and public realm.

Leasing materials were used to engage potential tenants and underpin successful leasing outcomes.

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