Preparing Fed Square for the future
Fed Square Public Experience Framework
Following its twentieth anniversary, Fed Square is undergoing significant change, adapting to a ‘COVID normal’ world and preparing for surrounding infrastructure development – a new underground Metro Station and redevelopment of the river corridor, Flinders Street Station and Melbourne’s Arts Precinct. In response, a deliberate process of revitalisation is underway to position Fed Square for the future and to re-assert its status as Melbourne’s pre-eminent civic and cultural destination.
Big Space was engaged by Fed Square’s new managing body, MAP Co, to guide improvements to visitor experience, in line with the Square’s renewed Vision.
The resulting Fed Square Public Experience Framework is a guide for refreshing the Square’s public realm via more culturally inclusive services, carefully curated activation, better quality presentation, enhanced pathways and small scale, sensitive redevelopment.
The Framework highlights that, in addition to its continuing importance as a civic and cultural destination, there is an increasingly important ‘third’ function of the Square which is significantly impacting visitor experience - its role as a ‘gateway to the City’. Given that pedestrian traffic through the Square will only increase as Metro opens and the Arts Precinct expands, the Framework recommends ways to better balance Fed Square’s gateway and destination activity. Suggestions include paired back programming during peak event seasons, de-cluttering of pathways and enhanced public seating to encourage people to stay and simply enjoy the space.
Extensive research for the Framework included historical commentary and Fed Square’s heritage review, visitor studies, event analysis, extensive onsite observations and in-depth interviews with over 50 users, advocates and informants.
The Public Experience Framework is guiding MAP Co’s approach to managing, adapting and promoting Fed Square as part of the broader Melbourne Arts Precinct.
