Fed Square and Advertising: Finding the Right Balance

Federation Square, Melbourne's iconic public space, has recently found itself at the centre of a debate about advertising. A large Ralph Lauren billboard displayed on the Atrium facing Flinders Street has sparked criticism, with some arguing it commercialises the heritage-listed site.

The debate hinges on balancing commercial and revenue needs with the unique design, social, and heritage values of Fed Square. How should advertising be handled at this significant public space?

James Lesh, Founding Director of Heritage Workshop, offered commentary on this issue to The Age and Channel 7. He notes that the original architects of Fed Square supported advertising and billboards, but stresses that it needs to be implemented thoughtfully.

Lesh points out that "Fed Square is a twenty-first century public space. It challenges community expectations in its design, its heritage and its use." He suggests that advertising should align with this ethos by being "coordinated, physically integrated, visually engaging, and technologically innovative."

However, Lesh specifically critiques the current fashion billboard, stating, "The fashion billboard has a strong visual presence, dominates the Hosier Lane sightline, blocks light into the atrium, and is a generic international campaign. This approach isn’t well-integrated with the local design, social and heritage values of Fed Square."

One key issue is funding. Lesh notes, "Fed Square doesn’t receive adequate funding from the Victorian Government, despite being our premiere public space." This financial constraint influences advertising decisions.

Lesh draws comparisons to other iconic sites like the Sydney Opera House, emphasising the need for a clear advertising policy. He states, "Like the Sydney Opera House, Fed Square needs a public advertising policy, which can be used to robustly benchmark the appropriateness of its advertising campaigns."

Such a policy should "balance public, heritage and commercial values" and address "the kinds of brands that are appropriate, and how and where advertising is presented, while ensuring the right balance between private and public values are achieved."

He also reminds us that "Getting the balance right around advertising, between public and private interests, is an issue heritage and public places across the world grapple with."

Ultimately, the debate around advertising at Fed Square highlights the complex interplay of public space, heritage, commercial interests, and community expectations. Finding the right balance is crucial to preserving the integrity and value of this significant Melbourne landmark.