Melbourne Airport

Melbourne Airport / Australia Pacific Airport Corporation (APAC)

Extensive place visioning and government collaboration mitigates challenges and creates opportunities.

  • Image Making
  • Place Branding
  • Place Visioning®
  • Property Marketing

Despite the tactical location of this project, negative perceptions regarding traffic and amenities hampered Melbourne Airport’s development process. Knowing a clear vision was urgently required, Hoyne identified four major precincts, each with its own place vision before working with the Department of Economic Development specifically on a viable, world-leading health precinct concept. Each precinct was named, branded, and positioned by Hoyne who then created leasing campaigns targeting specialised audiences. CGI visuals were essential to communicate each vision, bringing commercial buildings, landscaping, retail and public realm to life. These materials engaged potential tenants, resulting in successful leasing outcomes.