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.

Lendlease was given the opportunity to shape a new chapter for this storied site, partnering with the City of Melbourne and Scape to create a mixed‑use precinct that celebrates the area’s heritage and character. The development will feature three climate‑resilient buildings, providing workspace and authentic Melbourne dining and retail, along with student accommodation, build‑to‑rent and affordable housing. It will also restore the heritage‑listed Franklin Street Stores, deliver new public amenities and create expansive parklands where a car park once stood.

More than that, it’s an opportunity to respect and recognise the area’s rich First Nations heritage. Lendlease worked closely with Wurundjeri Elders to ensure that the stories and heritage of the Wurundjeri Woi‑wurrung people were honoured and reflected throughout. Gurrowa Place is a space of conscious restoration – a place where stories from the past inspire its future. Its identity has been crafted as an authentic, dynamic expression of this cultural interchange.

Gurrowa Place is for all of Naarm, a place that embraces the city’s cultural vibrancy and textural richness. It is a meeting point for First Nations and all nations alike, where dialogue, culture and experience are exchanged. The brand identity captures this sense of interchange, reflecting both a deep connection to First Nations heritage and its role in shaping an iconic corner of Melbourne.

To bring this identity to life, we collaborated with Aretha Brown – a Naarm‑based First Nations painter, artist and comedian. Aretha’s bold, simple‑yet‑powerful illustrations capture the essence of Gurrowa Place, with motifs inspired by the bustling Queen Victoria Market, its people and its heritage. These lively compositions invite viewers to experience the many sides of this remarkable site.

Aretha’s illustrations, hand‑drawn logo and bespoke textural patterns inspired by mangroves and saltwater netting, form the foundation of the brand’s graphic language. The colour palette celebrates the heritage and Country of the Wurundjeri Woi‑wurrung people and the Kulin Nation – including bright yellow representing Muyan (wattle) and olive greens inspired by the Wurun (manna gum). Together, these elements create an identity that shines through in arches inspired by the market’s heritage, making Gurrowa Place a bold, dynamic space for the future.

More than a brand, this work is an integral part of the precinct’s very fabric. Honouring its heritage, celebrating its present, and shaping its future, while supporting social procurement and promoting inclusive growth for all.