The Place Agency launch It’s On / Lygon


The Place Agency is launching It’s On/ Lygon as part of the City of Melbourne’s Shopfront Activation Program.  

It’s On/ Lygon is designed to revitalise one of Melbourne’s most beloved precincts by filling vacant Lygon Street shopfronts with creators, traders, innovators, and entrepreneurs.  

As one of Melbourne’s most iconic destinations, Lygon Street is facing its most challenging period with vacant space and lockdowns contributing to business operating conditions not previously experienced. 

In response, the City of Melbourne and Victorian State Government have joined forces to counter these challenges with the $100m Melbourne City Recovery Fund, designed to bring new retailers, visitors, and life to struggling Melbourne precincts that include Lygon Street.  

It’s On/ Lygon will see shopfronts along the famed retail and hospitality strip occupied with a crafted mix of experiences that will invite a new dynamic, create a vibrant atmosphere, and reinvigorate the traditional cultures of Lygon Street.

Applications for It’s On/ Lygon are now open with an initial “Expressions of Interest” (EOI) process to be conducted by The Place Agency through late October and into early November. The scope for potential participants is broad, and open to any forward-thinking businesses with bright ideas and a fresh outlook, ready to grab this opportunity and run with it.  

Participants are also eligible to receive up $10,000 in contributions to renovate and refurbish their shopfront, with the potential for future additional financial assistance available through the program.  

“It’s On / Lygon is designed to breathe life back into Lygon Street, while providing stand-out innovative businesses with a space to express their creativity, and the freedom to experiment with bricks-and-mortar without the financial commitment, all in a prime and iconic inner-Melbourne location” – Jack Amies, Program Director It’s On / Lygon