Advocating Transformation: The Role of Coordinated Visions for Creative and Knowledge Precincts in Melbourne

There has been increasing awareness of the importance of the creative and knowledge economies for Australian cities, and the physical places and spaces that support them. Often located in transit-orientated post-industrial areas, knowledge precincts, and creative precincts, require coordinated policy support to promote this particular land use type and avoid being turned into high-density residential districts. Knowledge and creative precincts require certain characteristics and supporting services in order thrive. While existing precincts need to be valued and protected in a way that does not encourage their transformation into residential areas, emerging knowledge precincts require coordinated policy and infrastructural support that ensure complementary businesses and institutions are attracted to the area and the creation of a high quality public realm. This paper outlines methodologies required for coordinated visions that promote the spatial qualities and supporting infrastructure necessary for the flourishing of existing and emerging knowledge precincts. These methods are explored through three case studies in metropolitan Melbourne: the National Employment and Innovation Clusters within Plan Melbourne, a vision for the future education and health precinct of Arden, and an advocacy document for the creative precinct of Cremorne. Each vision is formed through consultation with industry and local and state government, in order to create a consistent narrative for the precinct. This process stitches together existing strategies and investment, and engages with decision making processes. These visions are spatial and design-led, with clear visualisations helping test out future initiatives to drive a consistent understanding for stakeholders.