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QIC|GRE EASTLAND

Life-first masterplanning

Project
4:04:43 1 September 2021

With the changing nature of retail and shifting expectations for the population of outer Eastern Melbourne, QIC|GRE were seeking a masterplan with a difference: a next-generation town-centre experience for Ringwood and the region.

FreeState was engaged to uncover the underlying human drivers, understand the regional opportunity, and develop the experience framework for the planned mixed-use redevelopment of the town centre. Research began with understanding the needs and wants of the town centre’s users, thereby helping inform spatial masterplan.

The investigation resulted in a vision, experience framework, and place identity to drive the further development. A life-first approach, it included a set of place personalities and over 40 ‘experience elements’, all of which will inform the design of the project’s spaces and buildings.

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