How James Street Evolved From A Street Into A Brand

Why is it that we so often hear Brisbane’s James Street being referred to like a product or brand, as opposed to a humble inner city street? Why are our perceptions challenged to think of this location as something much bigger than just a place to shop and eat? Rivalled by the likes of Sydney’s […]

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Why is it that we so often hear Brisbane’s James Street being referred to like a product or brand, as opposed to a humble inner city street? Why are our perceptions challenged to think of this location as something much bigger than just a place to shop and eat?

Rivalled by the likes of Sydney’s Oxford Street and Melbourne’s Chapel Street, it has become part of the urban vernacular, particularly for property and development professionals.

How many times has the City Council heard developers and architects looking to create a ‘James Street’ style retail precinct as part of their suburban retail centre? Many, we predict.

Whilst measuring the success of James Street as a district or precinct is significantly different to how you’d measure it as a brand, the area’s ultimate success should be determined by the precinct’s owners’ ability to inspire other brands and in turn become an urban taste-maker.

In a retail context, we are now seeing many of the larger retail groups double down their efforts to create memorable brand experiences.

But this is no trend or fad for the owners behind the precinct. For the creators of James Street, an obsession with developing a branded precinct has been almost two decades in the making.

Like every great brand, James Street started with a vision that then morphed into a strategy that has ultimately delivered an end product.

In a recent interview with The Urban Developer, Michael Malouf, an integral part of the many who re-imagined new life into the area, spoke to us about the evolution of James Street; from its very humble beginnings as a marketplace through to the next phase of its exciting journey as one of Brisbane’s premier retail and food hubs.

Click here to read full article and interview with Michael Malouf.

Source: The Urban Developer

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