Queen Victoria Market Precinct Renewal
The Queen Victoria Market (QVM) renewal was a once-in-a-century opportunity to create a world-class market precinct. The City of Melbourne’s largest ever investment sought to create a bigger, more engaging and inclusive market.
Council prepared a masterplan to guide the renewal process. Community and stakeholder engagement has been a key part of the planning process in order to make it as effective as possible.
Commencing in 2013, Capire delivered three phases of engagement that addressed the opportunities, sensitivities and significance of this iconic landmark. The first phase introduced the concept of renewal, identifying both the elements of the market that people most valued and the aspects needing improvement and protection. The second phase sought feedback on draft renewal concepts – heritage, open space, car parking, access, attractions and activities, retail, hospitality and services. The final phase focused on obtaining feedback on the Draft Master Plan.
The engagement process drew from traders, locals, visitors and other stakeholders. Techniques used included an engagement hub, pop-ups, intercept surveys, online forums and discussion groups with local traders, design students and broader community.
In July 2015 the Final Draft Master Plan was released as a result of the ideas from thousands of passionate members of the community and the market traders. This Plan provided the City of Melbourne and Queen Victoria Market a clear direction to move forward with the renewal of the market precinct. The City of Melbourne has nominated Queen Victoria Market for inclusion on the Australian National Heritage list, as a pre-requisite for nomination to the World Heritage List.