Fireside was engaged by Fed Square following the decision by the Victorian Government to conduct a review into the much loved civic and cultural institution. The brief: to work with the Board and senior executive to create a vision for the Square that re-energised its civic and cultural mandate and presented a clear picture of its place at the heart of Melbourne’s community.

Fireside started the engagement with a Board workshop that was designed to unearth the essential story of Federation Square’s history, its evolving relationship with the city and plans for the future.

The resulting narrative emphasised the site’s deep history as a place of Indigenous gathering, steeped in the spirit of Tanderrum, the ancient aboriginal ceremony of dance, music and the sharing of food. It also focused on Fed Square’s global architectural significance and status as the city’s natural place for people from all walks of life to gather: in celebration, protest and healing.

These reflections formed the basis for Fed Square’s submission to the review, whose findings embraced many key aspects of the Board’s vision and were delivered alongside a $20 million capital contribution to the Square from the State Government in August 2020.

Since then, Fireside continues to provide ongoing communications services to Fed Square, including media relations and publicity support, mentoring communications staff, strategy development and conducting an audit of Fed Square’s communications and marketing functions.

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