Fed Square Anything but square

Breathing new life into the beating heart of Melbourne. Since 2002, Fed Square has been the beating heart of Melbourne. It’s an iconic destination and a gateway to the city. A place to connect with each other, events, and the world. It’s a cultural hub in Australia’s cultural capital. By 2019, it had been voted one of the world’s ugliest buildings. Won numerous architecture awards. Achieved heritage status. And welcomed tens of millions of visitors. The future was full of possibility and promise…but the brand was in a state of flux. There was disharmony between two focal points: its arts and culture purpose and the practical need to make revenue. Fed Square’s role in the community was unclear. People passed through instead of spending meaningful time there. And the brand lacked the flex to express itself fully.