Where Local Stories Come to Life

Our inaugural project, Fitzroy & Co, exemplifies this philosophy. We’ve woven the rich tapestry of Fitzroy’s local identity throughout the building, creating a truly unique living experience. A cornerstone of this approach is our collaboration with SW Art Consulting, which has resulted in a breathtaking collection of fourteen unique art pieces. These works, commissioned from talented local and emerging artists (including many First Nations artists), resonate deeply with our resident community.

“The result is a compelling visual journey for residents and visitors,” says Megan McCormick, Salta Development Manager and project lead for Fitzroy & Co. “It fosters a strong sense of identity, community, and story through a rich collection of paintings, sculptures, and installations that harmonise with Est’s ethos of ‘live local’.”

Fitzroy’s vibrant arts scene was a natural inspiration. “The area is synonymous with art and creativity,” McCormick explains, “with many galleries, performance spaces, and venues underpinning a thriving cultural community.” We wanted to reflect this in a way that goes beyond traditional art interpretations, offering a contemporary and locally rooted perspective that truly mirrors the history and demographic of the area.

The Power of Local Collaboration

Sarah Weston, Founder of SW Art Consulting, highlights the impact of this collaborative spirit: “Our approach with the art collection for Fitzroy & Co was all about the powerful impact that comes from the intersection of art, ideas, and creativity from diverse industries, cultures, and disciplines.” It’s been a rewarding journey working with the project teams and artists to curate a diverse mix of styles, mediums, and themes that reflect the rich history and culture of one of Australia’s oldest creative communities – Fitzroy North.

A standout feature is the impressive 376-square-metre mural named Convergence that graces Fitzroy & Co’s facade, a special commission by renowned local and Mixed-Cultural artist Lisa Waup. This project has had a significant impact on the local arts community, providing unique opportunities for artists like Waup.

Weston shares inspiring examples: “The Est team placed incredible trust in us and in the artists to embrace the art narrative in their own way that still connected to the Est values and the themes of the project. For example, local artist Clare Scanlan literally walked Merri Creek, gathering rocks and leaves and flowers, absorbing the unique ‘flow state’ she was being asked to interpret in her work, which now adorns the ground floor walls of the bike access corridor. Or Benjamin Baldwin’s ‘Merri Bound’ steel sculpture, created through an advanced metal-forming technique called hydroforming, whose work now hangs in Fitzroy & Co’s lobby. Emerging artist Benjamin had never had an opportunity to make a sculpture of this kind before in his career.”

Design That Connects and Inspires

The art collection was meticulously curated in close consideration with the interior design approach of SORA Interior Architecture & Design, led by Senior Associate Emma Riquelme. The interior palette of Fitzroy & Co was inspired by local hospitality venues, amplifying the urban identity and character of the locale.

“Our focus was to create inviting communal areas connected to meaning – so residents feel encouraged to connect and enjoy the spaces in more ways than one,” says Riquelme. “We wanted to complement the eclectic furniture and occasional pieces that feature – many of which were sourced from designers nearby or second hand stores of the area – by designing an interior space that felt like an extension of Fitzroy North.”

The positive reception from residents and even our construction team has been overwhelming. “From the giant mural to the beautiful installations that greet the visitor in the foyer, the collected works have sparked so many conversations,” adds McCormick. “We’ve even had the tradies vote for their favourite pieces, and the feedback from residents has been incredibly positive. We look forward to taking this approach to all our future BTR projects that we will be rolling out across Melbourne next year.”

Showcasing Fitzroy & Co at Melbourne Design Week

It was a true pleasure to showcase the thoughtful design and integrated art approach of Fitzroy & Co at two special events during Melbourne Design Week on May 15 and 22. These gatherings provided a wonderful opportunity to share the stories behind the building’s unique character and the incredible talent of the local artists and designers involved. We were delighted to engage with attendees and discuss how Fitzroy & Co embodies our commitment to ‘live local’ through art, design, and storytelling in shared spaces, and the lasting impact local makers have on our communities. The enthusiastic response from those who joined us reaffirmed the power of this hyper-local strategy in creating truly connected living environments.