Innovation meets community

Made up of many laneways and levels, QV is a mixed-use retail precinct in Melbourne’s CBD
with an open-air urban square at its heart. Ortolan was approached to conceptualise events
and activations that would encourage foot traffic down the laneways, and increase dwell
time in the square and throughout the centre.

Tracking global shopping trends, social movements and Melbourne’s larger event calendar, we created a 12-month strategy for QV events. Each year we collaborate with local and international artists, animators and motion designers to create tactile, VR and AR, digital place-making and mobile-gaming experiences. Every activation is designed to engage customers with a sense of innovation, culture and community – all intrinsic themes to QV’s ‘Urban Village’ brand platform.

To support each activation, a centre-wide advertising campaign is also executed by Ortolan
— from art direct and and design, to a comprehensive rollout of finished artwork for print
and digital applications. The activations and campaigns have been extremely well received,
with engagement and footfall both on the rise.