“The Richmond Weekender set a new benchmark for how developers can engage with place while delivering on their marketing and sales objectives.”

Blessed with a beautiful heritage building, Lendlease engaged us to research and develop an activation concept that would bring it to life. Our first step was to produce a ‘Quality of Place’ report that found that while Richmond offered convenience, it was lacking in fine-grain cultural experiences, particularly on the weekend, hence The Richmond Weekender.

Once home to Channel 9 Studios, the heart of the activation was Graham Canteen, named after the studio’s most famous TV personality, Graham Kennedy. Operating each weekend in March, the program also included film screenings curated by Speakeasy Cinema and a Homemakers’ Market, featuring stallholders such as CIBI, By Joost, Mr Kitly, Melbourne Rooftop Honey and tokyobike.

The space was designed by interior architecture practice Foolscap Studio, who channelled visions of the perfect weekend. Shortlisted for the 2013 Australian InDesign Awards, their bespoke furniture and interiors captured the possibilities that exist between demolition and construction.

With thousands of people through the doors each weekend, hundreds of thousands of dollars in PR value, hundreds of new sales leads and even a handful of conversions, The Richmond Weekender set a new benchmark for how developers can engage with place while delivering on their marketing and sales objectives.

“Tables and benches constructed from scaffolding, oriented strand board and wooden slats furnish the cafe, while light bulbs hang from above inside yellow cages.”

Dezeen

Details

Scope
Research, strategy, creative direction, marketing, activation

Client
Lendlease

Location
Melbourne

Year
2013

Collaborators
Foolscap Studio

Photography
Martina Gemmola