Fremantle's Piazza Reborn as Vibrant Arts District Under New Ownership
Fremantle is set to gain its own arts district, inspired by London's iconic Covent Garden, thanks to the ambitious vision of new owner Bronwyn Owen. The Perth-born, New York-based businesswoman purchased the historic Piazza for $12.5 million in September last year, launching a major revitalization of the long-neglected public space.
Inspired by Global Models
Ms. Owen aims to transform dormant areas into social and artistic hubs, drawing inspiration from Neal's Yard in Covent Garden. Her plans include a new children's museum, cooking school, and gallery, all designed to foster community engagement. "I wanted to give the community a space and bring the artists to the forefront," she said. "This will be the Piazza Arts District, with a prominent message on one wall that says 'art lives here.'"
Growing up in Kelmscott, Ms. Owen emphasizes supporting both international and local artists. "I'm hoping we'll get a whole bunch of artists here, and we'll be supporting a lot of upcoming ones because you really need to have the community involved," she added.
Revitalizing a Historic Landmark
Located on the bustling Cappuccino Strip for over 40 years, the Piazza had fallen into disuse as previous owners struggled with its future. Ms. Owen's redevelopment plans feature:
- Opening up the Piazza roof to create an open-air atmosphere.
- Revegetating the space with greenery to enhance natural beauty.
- Introducing cobblestones for a European-style courtyard feel.
- Attracting a diverse range of new tenants to activate the area.
To set a creative tone, large-scale public art murals have already been installed by artists like Bordalo II from Portugal and French artist AERO. Local muralist Jerome Davenport also contributed recently. AERO shared, "My art comes from the graffiti of the '90s, and the street has always been my favourite playground. I like the idea that expression and art can be accessible to everyone in this way."
Future Plans and Community Focus
Future additions to the Piazza Arts District include an interactive children's museum, bakery, cooking school, and art gallery, alongside hospitality and retail pop-ups. Ms. Owen envisions commercial ventures on South Terrace funding community-focused interiors. "South Terrace is a very busy strip, and that will probably stay commercial because I need to get revenue to pay for everything we're doing," she explained.
On the top level, IDEA Academy has already moved in, offering innovative education options that Ms. Owen believes will drive foot traffic. "Over time, they'll have about 150 kids here hopefully buzzing around," she said. "I really want to do a grassroots bakery and cooking school, and we can have our own herbs and plantings similar to when you go to Rome or Venice."
The children's museum will be modeled after the Children's Museum of the Arts in New York, aiming for accessibility. "I want it to be accessible and equitable, so not just rich people can afford it," Ms. Owen stated.
Economic and Social Impact
Ms. Owen's approach differs from traditional developers. As the international head of The Children's Investment Fund Management on Wall Street, she prioritizes social community viewpoints over typical real estate perspectives. "Other developers here in Freo that are all very commercially savvy couldn't make the numbers work," she noted. "I'm a bit different because I'm on Wall Street, so I was looking at it from more of a social community viewpoint."
The Piazza comprises 36 tenancies, with only 35% leased before the sale, generating about $182,444 annually. Ms. Owen sees greater value in its potential. "I'm leaning into what's here. I'm not bulldozing anything; I think over time it will become a family-friendly destination for young people to enjoy," she said. "I love Freo, I think people want to have a reason to come to Freo and bring their kids. Freo is not just vape shops and convenience stores."
She is working with existing tenants to align offerings and seeks short-term pop-up opportunities that could transition to long-term leases. "There's a lot of cross-building opportunities. For example, you've got Not Random Magazines down there, and if we had an amazing coffee offering at some point, it would make sense to pair those ... I think we're stronger when we're working together," she added.
Support from Local Authorities
The redevelopment team collaborates with business owners and the City of Fremantle to ensure economic benefits spill over into local areas. Matt Hammond, City of Fremantle director of city business, praised the investment. "The city has been working closely with the owner of South Terrace Piazza and their team via our investment concierge program," he said. "The investment into the Piazza has been welcomed by the city and is a credit to the owner, who has prioritised and invested in local grassroots activation ideas and programming, resulting in new life being breathed back into the much-loved Freo landmark."
This project aligns with other investments in Fremantle, such as a new tavern at the former Hungry Jacks site and student accommodation at Point Street carpark. Chrissie Maus, Fremantle Chamber chief executive officer, commented, "Fremantle thrives when our spaces are activated and welcoming. A refreshed Piazza has the potential to draw people into the city centre, support local cafés and retailers, and create more opportunities for community events and performances."
Ms. Owen aims to complete main redevelopments by year-end, with the space evolving continuously through tenant and visitor circuits. Those interested in involvement can contact info@thepiazzafremantle.com.
