FEDERATION SQUARE –

A CASE STUDY IN
ARCHITECTURAL DESIGN
In preparing for the 2001 Federation Anniversary celebrations, the Victorian
Government held an international design competition in 1997 to establish “one of the
great civic, cultural and commercial spaces” in Melbourne1 which linked the central
business district (CBD) and the Yarra River, and created a true public square.

From more than 170 entries, a consortium comprising Lab Architecture Studio (two
London-based architects Peter Davidson and Don Bates) and Melbourne architecture
firm Bates Smart was awarded the design contract. The theme of their design was
“difference and coherence”, manifesting in the union of distinct elements and activities
while maintaining a visual and formal coherence. The Lab/Bates Smart design was
regarded as a metaphor for Federation – the bringing together of cultures to create
something unique.

The project cost $440 million and was completed in October 2002. Federation Square
incorporates the Square, the National Gallery of Victoria’s (NGV) Gallery of Australian
Art, the Australian Centre for the Moving Image (ACMI), television studios, cafes,
award winning restaurants and an amphitheatre.

Federation Square – A New Victorian Icon

Although plagued by controversy throughout its development, Federation Square is an

undeniable success. In the 12 months since opening, the Square has received
overwhelming interest from local and international tourists and designers.

The success of Federation Square is reflected in the number and diversity of visitors it
has attracted in its short life. Federation Square is Victoria’s second most popular
tourist attraction (behind Melbourne’s Crown Casino), and is expected to attract
between six and seven million visitors in 20032 – almost double original estimates. The
square attracts visitors of all age groups with an even representation of men and
women.

Federation Square’s visitors are both locals and tourists, with over half of the visitors
being Melbournians and 32% from interstate or overseas. Approximately 90% of
people surveyed reported liking all, or at least parts, of Federation Square3.

Federation Square has been acclaimed by design communities in Australia and

overseas, with this recognition coming in the forms of awards and publications. At the
2003 Victorian Architecture Awards, Federation Square received five awards, including
the prestigious Victorian Architecture Medal. Federation Square has been the topic of
numerous domestic and overseas magazine articles, including Architecture Review
(UK), Architectural Record (USA) and Trends Australia, and has been referred to in
publications such as that by the eminent international architect, Stephen Jenks.
The foundation of Federation Square’s success has been its appeal to design experts
and the general public alike, with its combination of functional purpose – as the site for
a number of cultural attractions – and aesthetic boldness.

With attendance levels of 1.8 million at the National Gallery of Victoria (NGV), 800,000
at the Australian Centre for the Moving Image (ACMI) and the 700,000 at the Visitor
Information Centre, it is important to note that 40% of visitors do not go to Federation
Square for these attractions, but are drawn by other factors4 (including the public
square). The Square has become a true public space where all range of activities
occur – sports fans gather to watch major events; protest groups gather for
demonstrations; while others conduct public religious services. An example of the
magnetism that Federation Square is beginning to exert is the attendance of several
thousand people to watch the 2002 Melbourne Cup, even though the sound system
had not yet been installed. On another occasion, several thousand soccer fans
crowded into the Square in the early hours of a weekday morning in 2003 to watch
Australia defeat England in a friendly. The sea of people, bugles and noise attracted
commuters from nearby Flinders Street station to see what the fuss was about.

Collaborations in Design

To ensure that the complex met the diverse needs of Victoria and its visitors, Lab and
Bates Smart were committed to collaborating with expert designers in disparate
disciplines. Over the life of the design and development, Lab and Bates Smart housed
designers and engineers in a single project office adjoining Flinders Street. This office
enabled groups of architects, graphic designers, acoustic specialists, landscape
designers, engineers and others to come together to create an integrated design and
resolve the myriad of challenges that emerged throughout the design and development
process.

This inclusive approach resulted in many individual design successes, such as the
signage around Federation Square, its high-profile artwork and the multimedia displays
in the NGV.

The signage at Federation Square is an excellent example of design disciplines

working together to deliver a product that meets functional and aesthetic requirements.
The Lab/Bates Smart consortium employed a London-based graphic design and new
media firm in the early stages of the project to develop signage that complemented the
overall design.

The signage design uses technology, such as Light Emitting Diode (LED) matrices and
plasma television screens, and traditional graphic design to develop an innovative,
multi-language, visual communications platform. The LED signage enables real-time
information to be unobtrusively communicated to visitors throughout the complex and is
able to accurately and cost effectively communicate text in a variety of languages. As a
result of this innovation, delegations and tourists from overseas can be provided with
targeted messages – in their language – to effectively communicate relevant, up-to-
date information.

The use of art and artists to contribute to the creation of Federation Square was also a
key input to its design. The Federation Square Arts Program was established in 1998
“to initiate creative collaborations and produce new public artworks and events”5
specifically for Federation Square. To date, 20 artists have participated in the project
with five permanent commissions engaged on projects for Federation Square.
These artworks required significant communication and collaboration between the
architectural designers and the artists to ensure pieces are consistent with, and
enhanced the overarching concepts of Federation Square. For example, the piece
“nearamnew” developed by Paul Carter had a material impact on the design and
subsequent feel of the plaza. Whilst developing the artwork, Paul Carter was located in
the project office and worked with the architects and other designers to establish the
piece and determine the colours and materials for the plaza. The result – variegated,
coloured Kimberley sandstone with various stories and poems positioned throughout
the Square – provided the trademark Australian feel critical to the Federation theme.

In combining architecture, exhibition design and technology early in the design

process, Lab was able to create a gallery that has appealed to a broad range of
visitors. The architectural vision for the NGV was to design a space that encouraged
people from all walks of life to experience and enjoy the gallery.

The main gallery is complemented by breakout areas, some of which are enclosed,
calmer and darker. Others are more open in planning, with views across the Yarra or
skyline. They are intended to provide a spatial reference to the orientation of the
building, and an opportunity for relaxation while showcasing the main gallery exhibits.

To make these areas appeal to visitors, Lab had to ensure that not only the positioning
and layout of the spaces was right, but also that they provided additional value to
gallery visitors. Exhibition designers from CDP Media were engaged to help develop
the conceptual plan for the innovative use of multimedia throughout the Ian Potter
Centre and more specifically, for the breakout spaces.

It took many months to complete the multimedia conceptual plan, with the result
considered a highlight for visitors (both novices and connoisseurs of art) at NGV
Australia. In the break-out spaces are seating (to relax between galleries), and
multimedia displays that convey information about the gallery’s architecture, temporary
exhibitions at NGV Australia, the permanent collection, conservation, what’s on at the
gallery, and group and school tours.

Outlook

Federation Square provides individual centres that attract visitors in their own right,
within an overall design that forms an effective and attractive public space for local,
domestic and international visitors.

Importantly, the foundations to Federation Square’s current success will also form the
foundation for its future development as a living, functional icon. The current design
themes, processes and media will support the development and inclusion of new
attractions and events long into the future.

Note: This case study is based on material provided by Booz Allen Hamilton and
dandolopartners in October 2003. Whilst all reasonable care has been taken in the
preparation of this material neither the Department of Innovation, Industry and
Regional Development nor the State of Victoria warrants the accuracy of the
information contained therein. Persons seeking to rely on this material should make
their own enquiries.
1
“Pushing the Envelope – Inside the Square” Australian Broadcasting Corporation
2
Source: Federation Square Management
3
Source: Federation Square Visitor Research Program – Visitor Satisfaction Surveys, March and April 2003
4
Data supplied by Federation Square Management.
5
Federation Square website