Bringing the locals back

Perched at the top of a hill, nestled amongst the residents of Greensborough in Melbourne, sits a shopping centre with a strong sense of goodwill and soul, but lacking relevance and pulling power within.

Image reproduced courtesy of Ku-ring-gai Council. Designed by JMD Design in collaboration with Tonkin Zulaikha Greer.

A village green – a common open area within a village or other settlement commonly used as an open-air meeting place for the local people.

Talking to Greensborough locals, it quickly became evident to DDI that Greensborough had a strong sense of identity connected to the surrounding environment, and that Greensborough Plaza had a strong sense of place within the community. Over the years however, the centre had become defined by ‘convenience’, rather than the role it played in the community.

Brought on as partners to re-position the brand, we took everything people loved about the centre and reframed the centre to be less like a shopping centre, and more like a village green – a place where locals can gather, learn, play, re-set, connect and call their own.

The end point: A new positioning for the brand re-positioning Greensborough Plaza as the heart beat of the local community – brought to life through a state of the art kids precinct that still has all the heart and soul of an old school town square.