The City of Melbourne had expanded its Shopfront Activation Program to early 2023.
The aim is to transform empty shopfronts into creative spaces, bespoke displays and pop-up shops under a new $2.6 million activation program from the City of Melbourne and Victorian Government.
Australian fashion label Elk and bespoke garment maker Mr Cuff have joined a group of five businesses who have secured permanent roots in the CBD, with seven tenants extending their leases.
Howey Place reportedly saw a 15% surge in foot traffic after six artisan offerings came together to establish the area as a hub for creatives since June, generating interest from prospective businesses.
Carlton also received a fashion boost after three womenswear labels popped up as part of the program, including Aaron Fluck, Van Der Kooij, and Elk - with more retail and hospitality offerings ahead.
Other fashion sectors have set up shop across the city, including Hats for Spring Racing at Howey Place, showcasing 12 Australian milliners; and Harlow along Driver Lane, bringing Australian-made womenswear.
Lygon Street will also see a fashion boost with designer menswear label, Joseph and James and sneaker joint, Althletikan, slated for Spring openings.
More vacant shopfronts are planned to be transformed as part of the extended program. This includes Errol and Victoria Streets in North Melbourne, Bellair Street and Macaulay Road in Kensington, and new areas across Docklands and the CBD.
"The city is abuzz with the best of Melbourne’s entrepreneurs, artists and makers, who have been bringing their uniquely Melbourne offerings to empty shopfronts across the city,” Lord Mayor Sally Capp said.
“From quirky experiences like the infamous Karen’s Diner, to the creation of new retail and fashion precincts, we’re showing no signs of slowing down with our Shopfront Activation Program.”
“We’re proud to keep this program going and ramping up our efforts to revitalise more silent spaces – supporting local jobs and boosting footfall and visitation.”
"We’ll also be spreading our wings, bringing even more shopfronts back to life in new areas such as the city’s beloved Degraves Street, Errol Street in North Melbourne and more.”
The $2.6 million Shopfront Activation Program has given 40 established businesses and creatives the opportunity to reach new customers and test their offerings in Melbourne CBD.
It is part of the $100 million Melbourne City Recovery Fund – a partnership between the City of Melbourne and the Victorian Government.
The program is delivered in partnership with property acquisition and leasing specialists Renew Australia, The Place Agency and Ginnane & Associates.