Lygon Street, long celebrated as Melbourne’s “Little Italy,” had lost some of its signature vibrancy post-COVID. It’s On / Lygon was a precinct revitalisation campaign designed to reimagine the street for a new era, activating vacant shopfronts and introducing a more contemporary retail mix of designers, makers and independent fashion retailers.

Commissioned by the City of Melbourne, the program transformed 12 empty tenancies into vibrant pop-ups, largely featuring Australian-owned brands. This helped re-engage the community, attract new foot traffic and inject fresh energy into the precinct.

Alongside the activations, I led creative direction across a year-long campaign, developing the brand identity and rolling out events, competitions and digital content that brought the street’s new identity to life.