Repositioning With Precision
How Superora® helped reposition an inner-city retail precinct to attract global brands.
The Challenge: A prominent Sydney retail precinct, located along a high-footfall strip with 18 million annual visitors, was under-leased and underperforming. That’s 36 million eyeballs.
The owners needed a robust strategy to elevate its profile and attract marquee tenants across fashion, beauty, QSR, and automotive.
The Approach:
Superora® designed and delivered:
Precinct Repositioning Strategy
CGI-led leasing packs with in-situ future tenant concepts
Architectural revitalisation concepts - signage, lighting, public art
Key Strategy Insight: The precinct had untapped cultural and commercial potential.
Its location along the Sydney Gay & Lesbian Mardi Gras parade route and a lively local demographic, positioned it perfectly for a more ambitious leasing strategy - one that combined global appeal with local authenticity.
A high-exposure fashion & beauty hub.
The Shift: We reframed the precinct as a culturally resonant, socially magnetic destination.
Designed to attract high-quality tenants while reflecting the spirit and values of its surrounding community. It was important that it achieved both.
The Results: The refreshed positioning sparked leasing conversations with a global beauty brand, global hospitality chain and a national entertainment and gaming group.
Ultimately, a sustainable fashion brand was secured - chosen for its alignment with the local audience and community values.
The Resonance: With strategic clarity, visual storytelling, and cultural insight, the precinct began to regain relevance.
Becoming a destination that connects, converts, and endures.
