FOMO FREO, Kings Square Fremantle (Myer Building Adaptive Reuse Development)
Co-ordinated mixed-use redevelopment of the Queensgate building and carpark and former Myer building as part of Kings Square in the heart of the Port City.
Curate the retail product mix and develop an omni-channel marketing strategy for the redevelopment that was true to the client vision and the DNA of Fremantle and its community.
Redefine the approach to retail redevelopment, leasing and community engagement to deliver a new paradigm for retail in Perth.
An integrated omni-channel strategy that underpinned the client’s appetite to reinvent retail in the Port City and beyond. The three phased strategy, spanning pre-development to practical completion, identified the need for a full review of all work completed to date from an architectural outcome perspective through to research, brand and naming to ensure the right foundation was established for project success.
Inviting dialogue with the surrounding places and spaces of Fremantle, the retail and dining area was re-designed into a borderless retail experience to create a hub of art, architecture, culture, retail and food experiences unique to Fremantle’s identity.
The project pathway spanned investor relations, community and stakeholder engagement, category specific retail leasing campaigns and roadshows along with public art to deliver interdisciplinary outcomes and position FOMO FREO as an urban retail environment culturally connected to the heart of Fremantle.
FOMO FREO was announced to market in 2017 generating local, national and international media coverage. A national broadcast partnership with the Nine network was secured to document the project across the course of its development journey.
The project culminated in a large-scale community engagement event FOMO FREO COLOUR - a paint-in of epic proportions where over 800 people came to celebrate what Fremantle means to them through paint and colour.
Installed on the façade of the Queensgate carpark in March 2020, FOMO FREO COLOUR was followed by the delivery of the first stage of the precinct’s public art project TOGETHER by UK artist Morag Myerscough.
Assembly + Co:
Retail Market Strategy (Pre-development to Practical Completion) + Project Marketing Management + Project Communications + Campaign Management + Financial Management + Client Representative
Assembly + Co: Retail Market Strategy (Pre-development to Practical Completion) + Project Marketing Management + Project Communications + Campaign Management + Financial Management + Client Representative
Brand Strategy + Brand Identity + Brand Assets + Campaign Strategy + Campaign Assets + Signage and Wayfinding
Zebra Creative: Brand Strategy + Brand Identity + Brand Assets + Campaign Strategy + Campaign Assets + Signage and Wayfinding
Hassell: Commercial Architects
HDR: Retail Architects
Retail Tenancy Design
Design Theory: Retail Tenancy Design
Public Arts Consultant
Form: Public Arts Consultant
Painted Dog: Qualitative Research
Macro Plan Dimasi:
Macro Plan Dimasi: Quantitative Research
Pixel Flakes: Project Renders
Lease Equity: Retail Leasing
News Limited: Media Partner
Nine Network: Media Partner