ELLA Food Precinct
In early 2018, CTA were appointed to refresh the Menzies Precinct of Melbourne Central at the corner of Elizabeth and Latrobe Streets, which was later rebranded as ELLA.
Presented with the exciting challenge of unifying the disparate vertical space of Menzies Alley with the relatively flat volume of the Hub, we proposed a strategy of ‘poetic counterpoint’ to allow the spaces to unify as an unfolding user experience.
Engaging the Users’ senses through the skilful use of mirrors to bely the spatial characteristics of the spaces, we sought to amplify the activation of the spaces. Careful scaling and layering of the spaces enabled a degree of ‘looseness’ that encouraged customers to linger and colonise the sequence of spaces.
The proposal also included the 3 respective street entries, providing a link to the greater Melbourne CBD context.
Populated with exciting and innovative tenants, the ELLA precinct is setting trends, and helping to keep Melbourne Central entrenched as the best performing shopping centre in Australia per capita.
Photography by Jaime Diaz-Berrio