Melbourne’s Metro Tunnel Retail Strategy & Campaign
- Client
Cross Yarra Partnership
- Year
2019–ongoing
- Location
Melbourne
- Scope
Retail Vision & Strategy, Leasing Strategy, Campaign Direction, Photographic Art Direction, Print & Hoarding Design
- Collaborators
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Melbourne’s Metro Tunnel is one of the most important infrastructure projects in the city’s history, connecting millions of residents via new twin 9km tunnels that run from South Yarra to North Melbourne. With five new landmark stations for the city, it’s going to change everything, including how Melbourne thinks about train station retail.
Right Angle has been working on the project since 2019, first helping Cross Yarra Partnership develop a Retail Vision & Strategy that would ensure each station became a retail destination, as well as a place of transit. Since 2022, our creative department has been developing a set of retail campaign assets that would attract local and global operators worthy of Melbourne’s newest retail precincts.