An integrated omni-channel strategy developed to underpin the Exchange retail precinct and address the commercial needs of the universities expanding retail footprint. Spanning construction, launch and stabilisation, the strategy acted as the project blueprint to redefine Exchange as a retail and dining destination beyond the university grounds.

Considering the project’s architectural intent in the context of the public realm, articulation of the retail product and the target tenancy mix, the project pathway was informed by extensive market research guided by an overarching place and community proposition for the precinct.
Exchange brand architecture was further evolved to address the needs of on-and-off campus user groups. A retail positioning platform was delivered to overcome key barriers to uptake and inform the development of an integrated marketing and communications campaign to support launch.

Involving a tenant centric targeted awareness campaign, the market launch strategy drove interest, visitation, traffic and trade to the precinct and re-built student connection to campus. Including a first to market immersive consumer experience, the launch event provided a platform for human exchange and connection beyond learning.

Official launch of the precinct is earmarked for 2023.