Client
AXA Investment Managers
Sector
Office and Industrial
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Our Service
- Competitive Review
- Tenant Research
- Stakeholder Engagment
- Best Practice and Trends
- Place Value Proposition
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Collaborators
- Hundredweight
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Repositioning a Melbourne icon through a deeper understanding of the future user profile and market positioning.
A visionary framework to maintain and enhance 101 Collins Street’s status as Melbourne’s premier workplace destination.
What we did
Brickfields Consulting was commissioned to deliver a comprehensive research and strategic development programme to define the future of 101 Collins Street. Our approach included tenant interviews, competitive analysis and best practice research to assess the asset’s current position and future opportunities. Insights identified key areas for enhancement, such as improving ground floor activation, integrating tailored third spaces and implementing cutting-edge workplace technologies. We developed a Place Value Proposition and strategic recommendations centred on maintaining the building’s iconic status while aligning it with emerging premium workplace trends.
What we achieved
Our recommendations positioned 101 Collins Street to anticipate and respond to the evolving needs of its tenants. The strategy highlighted opportunities to integrate premium end-of-trip facilities, a holistic wellness centre and a bespoke business lounge, alongside advanced technological enhancements like frictionless security and personalised workplace apps. These initiatives aimed to solidify 101 Collins as a leader in the Melbourne office market, fostering tenant loyalty, attracting next-generation businesses and reinforcing its reputation as a symbol of prestige and innovation.
