Lygon Street is one of Melbourne's most iconic retail and tourism destinations, with a legacy of being the city's "Little Italy". However, as times have changed, the high street has moved on, leaving behind a legacy but lacking a clear vision for the future.
The Place Agency worked with local stakeholders, traders groups and the Council to develop a brand and identity which reflects a new vision for the street. The concept is for a contemporary and modern retail offer that includes a diverse group of designers, makers and creators. The brand It's On / Lygon reveals this vision, giving new energy to the traditional street.