Welcome

You can learn more about the project on this page or by attending one of our drop-in sessions on 12 December, 9 January or 6 February.

You can leave feedback by completing the online survey. Hard copy surveys are available at all City Customer Service centres and can be downloaded from the Document Library on this page.

We welcome all feedback to help shape this important project for Central Geelong.

Project Background

The project started with a Community Conversation in January and February 2023. Thank you to everyone who provided feedback. We have reviewed and analysed all responses and produced an engagement summary report which can be downloaded via this link.

Our consultant, MGS architects and their team prepared an Issues and Opportunities report. You can download the document using this link.

All this information was used to develop a vision, design principles, assessment criteria and three options. The options have been assessed against the key criteria including how it achieves the requirements of the Central Geelong Framework Plan, the Planning Scheme and if it will be economically viable. The preferred option has been further detailed in the draft masterplan.

The top 5 opportunities which were identified during the community conversation have been considered as follows.

1. Introduction of more dining opportunities including alfresco dining. Expansion of Little Malop Street into Little Malop Central.

Little Malop Central will be closed for cars exiting into Moorabool Street. Little Malop Central is reinstated as a town square with opportunities for alfresco dining. The pedestrian connection between Little Malop Street and Little Malop Central will be improved, enabling better pedestrian connectivity.

In addition, a new laneway is proposed extending Union Street to Malop Street. The new laneway is envisioned as an ‘Eat Street’.

2. Addition of a fresh food market or a supermarket to the quarter.

We have explored several options for the fresh food market. A new undercover market (e.g. South Melbourne Market) was at this moment deemed economically unviable. The preferred option allows for a supermarket or fresh food component within the shopping centre and an outdoor market on Little Malop Central.

3. Opportunities for more public art, live music and events.

Little Malop Central will be reinstated as Geelong's town square and central gathering space. It will be designed to ensure that it can host events including live music and markets.

4. More diverse shopping opportunities (this includes local, boutique and DFO style mall) and better connections with Westfield.

The redevelopment allows for significant retail opportunities and enables clear links with Westfield.

5. Creating an externalised shopping experience or high street, comments included the reintroduction of historic laneways.

The proposed masterplan is focussing on the externalised experience. Fronts (shops or hospitality) will be created on Malop Street, Moorabool Street and Little Malop Central. It is proposed to extend Union Street to Malop Street.

The southern half of the quarter will keep its current small scale character. These buildings are expected to gradually be upgraded over time.

The top 5 key issues which were identified during the community conversation have been considered as follows.

1. Perception of lack of safety including anti-social behaviour or needing police presence.

The draft masterplan is proposing to introduce a mix of different uses within the quarter including a hotel, offices and housing. This will make this precinct more active and vibrant with more people on the street.

The quarter will also be designed with safety in mind, with more shopfronts and ground floor uses on Malop Street, Moorabool Street and Little Malop Central.

2. Concerns around bus stop.

Moving the bus stop to another location in central Geelong is outside the scope of this project. We are proposing to move the bus stops to the centre of Moorabool Street and create an island stop (like the tram stops you see in Melbourne CBD). This will separate people waiting on the bus from people shopping.

Moving the buses to the middle may create limited access for private vehicles into that part of Moorabool Street. The first high level traffic assessments show that it will have limited impact on the overall central Geelong traffic but this idea will need further technical studies. (Please note the Department of Transport, not Council, is responsible for this component.)

3. Concerns around public realm being uninviting, tired and neglected, untidy and lacking atmosphere.

The Masterplan proposes an upgraded public realm for this whole area. It must be acknowledged that some parts are highly dependent on private redevelopment of the built form.

4. Concerns around poor access and parking for private vehicles within and around the precinct.

The whole quarter will prioritise the pedestrian and the traffic situation will change significantly. Visitors will have access to a basement car park from Yarra Street. The design still requires that parking will be provided as per the statutory requirements of the Planning Scheme.

Little Malop Central can be accessed from Yarra Street (one way) with an exit on Ryrie Street. Vehicular traffic within the quarter is only for service delivery (loading/ unloading) or residents.

5. Concerns around accessibility and poor pedestrian connections.

The draft masterplan improves accessibility by ensuring it is easier to walk through the precinct. The plan introduces a new square with a water feature on Malop Street which will activate this area and from which you can walk south through the Eat Street into Union Street and Ryrie Street.

The east west via Little Malop Street will also be improved by ensuring easier crossing points at Moorabool Street and Yarra Street.

Little Malop Central will be an inclusive and accessible town square with ample space for events and markets while also providing for a Welcome to Country plaza, a play space and opportunities for alfresco dining.

The draft masterplan is now available for your feedback. The draft masterplan is supported by an economic viability assessment (Market Square Quarter Renewal Evaluation). Both documents can be found in the document library.

You will be able to provide feedback via the survey, or attend one of the drop-in sessions.

Once the engagement period closes we will review and consider all the comments. This will inform the final masterplan. The final masterplan will be considered by Council for adoption mid 2024.

The masterplan will not require any changes to the Greater Geelong Planning Scheme. It will be used to secure funding for key actions identified in the plan and to guide future development in the quarter.

Draft Masterplan Summary

We encourage you to view the draft masterplan summary below and / or read the full masterplan before providing your feedback via the survey or at in-person session.

Press the full screen button in the bottom right to enlarge the summary document.

Vision and objectives

The draft Masterplan envisions that the Market Square Quarter will be the thriving heart of Geelong as it grows into the future, with Little Malop Central reinvigorated as a welcoming, accessible, vibrant, safe and inclusive meeting and gathering space that celebrates Wadawurrung Country.

The key objectives of the project will be achieved through the six design principles:

  1. Culture and heritage
    Celebrate the sites significance to Wadawurrung people and with existing heritage elements to activate rich cultural offerings.
  2. Connections and access
    Create strong and clear connections throughout the Quarter, with streamlined links between Malop Street, Little Malop Street and Ryrie Street.
  3. Public Space
    Provide an inclusive and accessible place of gathering that caters for major events and cultural celebrations whilst remaining a daily meeting point.
  4. Interface and activation
    Ensure safety and activation along key links and primary streets.
  5. Uses
    Introduce a mix of uses that bring life to Central Geelong both night and day.
  6. Sustainability
    Create an urban quarter which champions ecological and sustainability best practice while drawing on the rich traditional resources history.

The Masterplan and Economic Viability Assessment (Market Square Quarter Renewal Options Evaluation) can be downloaded from the Document library.

Additional Information

Artist Impressions

Artist impressions are prepared to facilitate visualising the quarter after development. The built form in these images are based on planning policies set by Central Geelong Framework Plan. Developed built form or public realm improvements may be different to these impressions.

Public Realm

Built Form

3d Concept Plan

3d Built Form and Public Realm

A full redevelopment is envisioned for the Market Square Shopping Centre. The built forms and heights proposed will achieve the gross floor area (GFA) and Floor Aspect Ratio* (FAR). This is the maximum built form as per the Central Geelong Framework Plan and considers protection of heritage and overshadowing on Little Malop Central.
Development south of Little Malop Central will be of smaller scale and incremental over time due to the mix of landownership and smaller lots.

A floor area ratio (FAR) is a type of planning control that sets a specific amount of development that can occur on a site.


Join our community conversation

We'd love to hear from you.

Please complete the online survey below or drop in to one of our drop-in sessions to learn more about the project and provide feedback.

Hard copy surveys are available at all City Customer Service centres and can be downloaded from the Document Library on this page.

We welcome all feedback to help shape this important project for Central Geelong.

Have Your Say

This engagement closed on Sunday 11 February. You can still read the draft masterplan and see the questions we asked by clicking on the links below.

Face to Face Sessions

We are ran three drop in sessions to get your feedback on the Draft Masterplan.