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FEDERATION SQUARE – A CASE STUDY IN ARCHITECTURAL DESIGN

001 Federation Anniversary celebrations, the Victorian international design competition in 1997 to establish “one of the nd commercial spaces” in Melbourne1 which linked the central D) and the Yarra River, and created a true public square.

entries, a consortium comprising Lab Architecture Studio (two ects Peter Davidson and Don Bates) and Melbourne architecture s awarded the design contract. The theme of their design was rence”, manifesting in the union of distinct elements and activities isual and formal coherence. The Lab/Bates Smart design was hor for Federation – the bringing together of cultures to create

0 million and was completed in October 2002. Federation Square are, the National Gallery of Victoria’s (NGV) Gallery of Australian ntre for the Moving Image (ACMI), television studios, cafes, rants and an amphitheatre.

– A New Victorian Icon

controversy throughout its development, Federation Square is an In the 12 months since opening, the Square has received t from local and international tourists and designers.

ration Square is reflected in the number and diversity of visitors it ort life. Federation Square is Victoria’s second most popular ind Melbourne’s Crown Casino), and is expected to attract

en million visitors in 20032 – almost double original estimates. The rs of all age groups with an even representation of men and

visitors are both locals and tourists, with over half of the visitors and 32% from interstate or overseas. Approximately 90% of orted liking all, or at least parts, of Federation Square3.

as been acclaimed by design communities in Australia and cognition coming in the forms of awards and publications. At the ecture Awards, Federation Square received five awards, including rian Architecture Medal. Federation Square has been the topic of and overseas magazine articles, including Architecture Review ecord (USA) and Trends Australia, and has been referred to in 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