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.