Market Square: The ‘Green Heart’ of Geelong

Located at the very centre of the CBD, imagine if Market Square was transformed into a major civic open space that would restore the site as a true city heart; creating a vibrant hub to draw people back into Central Geelong.

The concept is a simple one, yet its impact would be profound for the fabric of the city.

A half-hectare ‘Green Heart’ surrounded by restored heritage buildings and a major residential development that could reignite residential living and the nighttime economy in Central Geelong.

Senior Principal Town Planner, Simon Loader shares how this vision for Geelong’s Market Square – developed in collaboration with the Committee for Geelong, WT Partnership and Preston Rowe Paterson – offers a moment that could reshape the city for generations.

In recent times this area of Central Geelong has seen a steady decline. With the shift to internalisation of retail shopping in Westfield coupled with the increase in retail services in the sub-regional centres, like elsewhere in the world, Geelong’s CBD is facing the challenge of navigating shifting preferences and patterns.

In the absence of activity, the vacant shopfronts of Little Malop Street Mall have witnessed socio-economic decline and are crying out for a catalytic change to drive activation and investment.

What if this prime single land parcel, squarely in the centre of the city, could deliver a once-in-a-generation urban park that honours our history, enriches our present, and welcomes generations to come?

As a connector and meeting place for so many important aspects of our CBD, the Market Square site is the ideal location for a new city heart.

With the Malop Street Green Spine creating a key urban corridor that integrates green spaces with urban infrastructure, and the Moorabool Street corridor connecting the Barwon River with Corio Bay, Market Square is strategically positioned at the junction of these two major circulation pathways.

A perfect location to support a walkable amenity-rich lifestyle, with access to hospitality, the bay, gardens, and easy connection to public transport, this vision for Market Square offers a critical opportunity for residential living in the heart of the city. A missing piece finally falling into place, this mixed-use vision allows the site to help bring back the lifeblood of any city – people.

The nearby Geelong Art Gallery, Geelong Library & Heritage Centre, and Geelong Arts Centre form a cultural trifecta that celebrates the city’s artistic and historical heritage.

By linking these institutions with the vibrant hospitality hot-spot of Little Malop Street, this vision for a ‘Green Heart’ could create a seamless flow of activity, giving the people of Geelong a reason to come back and enjoy the city centre as they did in the past.

The ‘Green Heart’ is not just about physical transformation, but an opportunity to celebrate and reflect on the stories that have shaped our city – and a place to share those stories yet to be told.

This vision offers a unique opportunity to weave together the pre and post-colonial stories of Geelong, promoting cultural understanding and civic pride. The ‘Green Heart’ would give the community a place to celebrate the rich Indigenous heritage of the region, and respect the city’s colonial history, offering a balanced and inclusive narrative that honours the past while looking towards the future.

Beyond its cultural and historical significance, the ‘Green Heart’ will deliver substantial environmental and social benefits for the long term. As the residential density of our urban centres intensifies, access to green space will be critical to support the health and wellbeing of those who live there.

Market Square presents a fundamental city-shaping opportunity to secure an open green space in the CBD – a priceless investment to embed liveability for future generations.

Incorporating sustainable design principles, this vision for the ‘Green Heart’ includes native landscaping, water-sensitive urban design, and renewable energy solutions, reinforcing Geelong’s commitment to environmental stewardship.

This visionary concept offers a moment for Geelong to walk bravely and boldly towards the future. Standing as a testament to the power of thoughtful urban renewal, the ‘Green Heart’ would transform the physical and social landscape of the city, fostering a sense of community, cultural pride, and environmental stewardship.

Market Square is more than a half-hectare of redevelopment opportunity; if we are brave, it can be a legacy of connection, culture, and community for generations.

Read the Committee for Geelong Media Release.