Prahran Square

Hoyne developed strategy and branding for the transformation of Cato Street car park into Prahran Square, the largest building project ever delivered by the City of Stonnington. To create the engaging brand identity necessary and determine the strategy’s foundations, we undertook stakeholder interviews and a workshop series with Council. We involved the local community and built anticipation for the project through an extensive naming process. Ultimately, Prahran Square was positioned as a theatre for the City of Stonnington’s unique community, a place locals, visitors and tourists alike can gather to watch and partake in the performance of everyday public life.