Description:

Gurrowa Place is located on the land of the Wurundjeri Woi‑wurrung people of the Kulin Nation in Naarm (Melbourne). Situated beside the iconic Queen Victoria Market, it forms part of a city that has long reflected Melbourne at its most vibrant and multicultural.

The story of this place has always been shaped by its people, captured in public artworks ranging from ancient Indigenous traditions, to mid‑century murals, to the contemporary street art that gives the city its character. When Lendlease, in partnership with the City of Melbourne and Scape, were given the chance to shape the next chapter of this site, it became an opportunity to write a new chapter of storytelling through art.

Gurrowa Place delivers a mixed‑use precinct of three climate‑resilient buildings offering workspace, authentic Melbourne dining and retail, and a mix of student accommodation, build‑to‑rent and affordable housing. The project will also restore the heritage‑listed Franklin Street Stores, create new public spaces and parklands where a car park once stood, and deepen respect for the area’s rich First Nations heritage.

Lendlease worked closely with Wurundjeri Elders to embed these stories throughout the site – making sure its spaces and its brand identity reflected generations of culture, heritage and belonging.

Gurrowa Place is for all of Naarm – an expression of the city’s vibrancy, its textural richness and its resilience across generations. It’s a space of conscious restoration and creative expression, with a visual identity that embraces the idea of exchange and interchange, rooted in an authentic, deeply-felt connection to First Nations heritage.

To bring this to life, we collaborated with Naarm‑based painter, artist and comedian Aretha Brown. Aretha’s commitment to sharing First Nations histories and challenging stereotypes made her the ideal collaborator for this bold, expressive visual identity.

Through bold, simple illustrations, Aretha captured the character of Gurrowa Place. From the vibrancy of the Queen Victoria Market and its bustling produce, to the energy of locals and the sound of a tram rattling by. Her handcrafted illustrations inspired the precinct’s wordmark, as well as bespoke textural patterns inspired by mangroves and saltwater netting, which anchor the brand in the heritage and nature of the site. Together, these elements create an abundance of inspiration to play with colour and form in ways that feel unexpected, authentic and deeply connected to the area.

More than decoration, the identity forms an integral part of the placemaking for Gurrowa Place. It connects stories of sustainability, heritage, belonging and opportunity to the rich threads of First Nations culture. In doing so, the precinct can continue to evolve with genuine respect for those who have shaped its land and its stories for tens of thousands of years – and a hopeful, creative outlook for its future.