Committee for Geelong unveils vision for Market Square transformation

Proposed design render of Market Square by Tract Consulting showcases a vibrant urban space with landscaped areas, modern architecture, and communal seating, promoting a blend of leisure and commerce.

The Committee for Geelong has revealed an ambitious vision for the redevelopment of the Market Square site.

Following on from their submission to the City of Greater Geelong's Market Square Master Plan process, and developed over the past 12 months, the vision aims to create a vibrant city heart for Geelong. A place that restores the site to its former role as an open meeting place for the community in the heart of the city centre.

The proposed vision includes:

· The demolition of the existing shopping centre and refurbishment of the heritage buildings and clock tower on Moorabool, Malop and Little Malop Streets.

· The creation of a 5000 square metre green open public space, hosting weekend markets, live events, and extend the Little Malop St dining precinct across Moorabool Street.

· A high-rise apartment building on the current car park site, featuring over 300 apartments, car parking, and mixed-use spaces, which will deliver essential housing stock for Central Geelong.

The vision has been developed with the support of several Committee members, led by planning and design experts Tract Consultants with support from WT Partnership and Preston Rowe Paterson. Bringing their local knowledge and expertise to the vision, these project partners have helped the Committee for Geelong bring to life an ambitious and catalytic project that can stimulate wider investment and development within Central Geelong.

Michael Johnston, CEO of the Committee for Geelong, stated, "This is about getting back to the Committee’s roots; bold and ambitious ideas to fuel Geelong’s growth and economic prosperity.”

“The revitalisation of Central Geelong requires just that, a bold and creative step. Our city centre needs to be opened up to create a better flow, linking the waterfront and Westfield, the Little Malop entertainment and cultural precincts, the health services precinct, and the Ryrie Street dining and retail strip."

"This vision provides this by creating the large public open space our city lacks. A meeting place. Somewhere that can be activated on weekends. A place that will bring people into the city centre."

“Geelong has many amazing spaces in the city; Johnstone Park, the Waterfront, and we will soon have Nyaal Bunyal Geelong Convention and Event Centre. What we don’t have is a city heart, and there is only one location that makes sense for this to be located. There is no other site in Geelong located so centrally, sitting on a single title of land.”

Johnston added, "The green heart will feed off the green spine, and create urban renewal that can accommodate increased residential living in Central Geelong. We know there are several projects that can’t get off the ground in the current environment, and this is a circuit breaker, a project that would unlock over $1 billion in investment."

“This concept is one that current Market Square owners could embrace, or it could be picked up by other interested parties. Given the scale of the project, it would feasibly need to be a public-private partnership, with all levels of government working alongside a development partner to bring this vision to life. But our work has shown that this is feasible and could be delivered.”

Simon Loader, Senior Principal at Tract Consultants, commented, "Through visionary planning and inspired design, we are shaping a place where our past and future meet—an urban park that honours our history, enriches our present, and welcomes generations to come. This is more than a redevelopment; it is a legacy of connection, culture, and community.

Through these artistic impressions, we have transformed the Committee’s vision into visual concept that brings to life a future where the Market Square site provides a dynamic, connected, and celebrated place for all members of our community.”

Cam Hamilton, Managing Director of Hamilton Group, expressed his support, saying, "As a property owner in central Geelong, I am excited about the potential this project has to transform our city centre. The proposed green space and residential development will not only enhance the liveability of Geelong but also attract significant investment and economic growth. Additional investment in car parking in the centre of Geelong will support tenancies and help draw people back to the heart of the city."

City of Greater Geelong Mayor Stretch Kontelj OAM has re-opened dialogue with the Market Square owners with an understanding that close collaboration between all key stakeholders will be vital for the project’s success.

“The redevelopment of Market Square is crucial for the revitalisation of our CBD. We need more people living in central Geelong, and a multilevel, mixed-use redevelopment of Market Square has the potential to transform the culture of our CBD.”

“Now that Council have recommenced positive dialogue with Market Square’s owners, we are keen to work with them and other key players to make this happen.”