Case studies High Street Mall, Fremantle

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Case Study : High Street Mall, Fremantle

Action Plan for High Street Mall

The Place

Located on Fremantle’s historic High Street connecting the Town Hall and Kings Square to Market Street, the High Street Mall sits at the heart of Fremantle’s city centre. Once a ‘hub’ of retail activity in the port city – and home to national retailers and a diverse business mix – the Mall was facing a range of challenges including high vacancies, a lacklustre tenant mix, a changing retail landscape, low visitation and limited attractions.  These issues were compounded by a disparate approach to leasing tenancies, the poor retail offer which limits visitation, no destination-oriented  marketing, and an overall lack of clarity regarding the Mall’s positioning and brand within Fremantle.


Our Role

Place Match was appointed to work with the City of Fremantle and the Mall’s three major property owners to:

  • Develop a united vision, shared tenancy mix and leasing plan, in the context of Fremantle’s other competitor destinations
  • Develop a unique place brand for application across a range of marketing channels, and on site in the mall
  • Development of repositioning strategies to attract new tenants and investment to the area
  • Identification of public space improvements including hard infrastructure and place management
  • Identification of short and long term activation strategies including ‘quick wins’ such as events and pop up shops.



Working collaboratively with the client team, Place Match developed an action plan that brought together the various requirements to create a successful destination, such as development of a place brand, identifying public realm improvements, providing direction to tenant attraction efforts, all supported by a series of short term improvements.


The action plan underpinned a successful funding request to the City of Fremantle for public realm and infrastructure improvements for the High Street Mall, such as entry statements, signage, improved seating, bike racks, shade and lighting.  Further funding contributions from property owners and the City will aim to deliver a major attraction such as a water feature or signature public art piece.

  • Stakeholder engagement
  • Workshop planning and facilitation
  • Place visioning, brand and identity
  • Place activation and destination development
  • Partnership development
Project Partners: