EXCHANGE – GREATER CURTIN MASTERPLAN
Curtin University, Properties Facilities and Development
Exchange is the first dedicated, industry-connected innovation precinct to be delivered as part of the Greater Curtin Masterplan and is comprised of the new School of Design and Built Environment, two new student accommodation buildings, a hotel and residential apartments in addition to industry space, retail and recreational areas.
Position the Exchange retail precinct to appeal to an on-campus community while attracting an off-campus user-group who are not engaged with education as a reason to visit, dine, dwell and spend.
Evolve the campus retail experience to drive human exchange and connection beyond learning.
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.
Assembly + Co:
Retail Market Strategy + Market Launch Strategy + Project Direction + Campaign Management + Launch Activation Program + Tender Management + Client Representative + Financial Management
Assembly + Co: Retail Market Strategy + Market Launch Strategy + Project Direction + Campaign Management + Launch Activation Program + Tender Management + Client Representative + Financial Management
Brand Expression + Campaign Platform + Campaign Assets
Marketforce: Brand Expression + Campaign Platform + Campaign Assets
Match + Wood:
Media Strategy + Planning
Match + Wood: Media Strategy + Planning
Metier: Retail Leasing
ID by Mono:
Retail Style Guide
ID by Mono: Retail Style Guide
Signage + Wayfinding
Publik: Signage + Wayfinding
Apparatus: Public Art
Public Realm Design
Realm Studios: Public Realm Design