Client
CPB and Pacific Partnerships
Sector
Public Realm
-
Our Service
- Quantitative Research
- Qualitative Research
- Customer Profiling
- Best Practice Research
- Activation Strategy
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Transforming Brisbane’s rail experience
A dual-phase project delivering customer insights and a transformative activation framework for Cross River Rail’s public spaces.
What we did
We conducted detailed customer research to inform the design of the Cross River Rail project. This involved quantitative surveys with over 450 respondents, focus groups and benchmarking against global rail trends. We developed comprehensive customer profiles, identified key user needs and highlighted opportunities to enhance multi-modal connectivity, wayfinding and user experience. Building on the success of this phase, we were re-engaged to create a Public Realm Activation Framework. This framework integrated insights from the research phase with a strategic vision to activate new public spaces enabled by the rail infrastructure, focusing on programmed, passive and partnership-led opportunities.
What we achieved
Our research informed the experiential brief for Cross River Rail, shaping strategies that prioritised intuitive navigation, multi-modal convenience and destination-making. The Activation Framework leveraged findings to propose engaging public spaces that serve diverse user groups, including commuters, families and tourists. The strategy introduced activation themes such as interactive public art, seasonal programming and food and retail hubs designed to foster community pride and encourage longer dwell times. These recommendations positioned Cross River Rail as a transformative project, creating vibrant, accessible spaces that reflect Brisbane’s identity and support its growth as a modern urban centre.
