GMH Innovation Precinct

The 32-hectare site of the former General Motors Holden (GMH) factory in Fisherman’s bend is set to be transformed into a strategic innovation precinct and catalyst for one of Australia’s largest urban-renewal projects. The vision of the GMH site is to be Australia’s premier location for innovators and an internationally renowned centre of innovation in design and manufacturing.

CLIENT: Development Victoria|
LOCATION: Melbourne|
CAPABILITIES: Place Strategy

The Place Agency were engaged as part of a design team led by Grimshaw Architects to develop a masterplan for this catalyst site. Our role was to develop an activation strategy that demonstrated how the precinct would attract and support workers, students, and visitors – driving the strategic priorities of the project.

To this end, we developed a framework for delivering long term activation. This included recommendations for resourcing, governance, programming, revenue opportunities as well as a model for how a central innovation hub would support the wider precinct activation.