Artefact#1
Horse and carriage Yu Wang (s3231002)
Horse and carriage operators have been a part of Melbourne’s streetscape for some years now. It pulled through the streets of Melbourne. It looks like a certain ‘romantic’ view for the local people and tourists, especially at dusk, it becomes more beautiful. The carriage is always red and black with gold trimmings and accents, which is attractive. The driver is fully uniformed in traditional driving attire that looks formal and great. It depart from the corner of Little Collins Street & Swanston Walk, most horse and carriages are available for tours on Fridays, Saturdays and Sundays, and all weekdays throughout the summer season by bookings only. People sitting in it can see the sights of Melbourne such as St. Patricks Cathedral, Parliament House, China Town, Sights from Swan Street Bridge,The Shrine of Rememberence, The Arts Centre and Federation Square precinct. They also provide horse-drawn vehicles for those special occasions including, weddings, film productions, social functions, children’s parties, funerals. In the ‘Leisure Experiences in Tourist Attractions’ (2006, p. 10-22), Anna does provides some information about the tourism attraction in Melbourne, according to its statistics, those famous attractions such as Melbourne Museum, Federation Square, Melbourne Aquarium etc cost a lot of establishment. They are very important for Melbourne’s tourism; however things like Horse and carriage also can be an important attraction within Melbourne’s tourism because of its especial
view and low cost. Horse and carriage is not only for tourist to view the city but also for the local people to experience differently within the city. Robyn Stokes talks about the events that influence the tourism of the city in ‘Networkbased strategy making for events tourism’ (2005, p682-695). Horse and carriage also can be an informal event tourism within Melbourne city, because it provides some small event for the weddings, film productions, social functions etc. It also seems to be an attraction of Melbourne’s city. In addition, it’s a small area of culture exchange, as the tourists sitting in the carriage, they talk with the driver, the driver introduce some culture and view of Melbourne city, which is an significant event for people. In ‘Tourism and the branded city’ (2007, p 45-61) Donald, S & Gammack does provides some information about the city brand, the city brand can be presented by the events, art, political etc, which indicates that my artefacts Horse and carriage also can be one of the elements that branding the city. Horse and carriage is an interesting view for either the local people or the tourist, it’s different with those architecture and arts that is fixed, people can sit inside and experience the Melbourne city.
Artefact#2
Queen Victoria Market Shu-Ting Chan (s3254617)
This vast and vibrant centre of trade and commerce was officially opened on 20 March, 1878, and has served consumers needs for more than 120 years, located on 513 Elizabeth Street.Spread over 7 hectares, it is the largest open air Market in the southern hemisphere. Almost one thousand traders sell everything from exotic Australian fruit and vegetables and local and imported gourmet foods, meat, fish and poultry to hardware, manchester, clothing and authentic Australian artefacts and souvenirs. Many buildings of Victoria Market are classified as historic buildings, so it is also a historic landmark. According to Kathryn C.M. (1900), the market is not only the incarnation of the local, bringing producer and consumer to transact business; Yet, although they the draw on a small geographic area, markets bring together individuals who would otherwise have no connection with one another. The small commercial exchanges which take place there have economic and social dimensions. They bring the country siderites people and products to the city, giving urbanites direct and sensuous contact with the land around them. The market plays an role of changing urban values and also imply that Queen Victoria Market is more than just a shopping Meccait’s an historic landmark, a tourist attraction and an institution for Melbournians, a true reflection of Melbourne’s cosmopolitan
make-up. Queen Victoria Market’s heritage and future preservation is assured. It is interesting that a market can be a popular tourist attraction, especially Queen Victoria Market is the most popular visitor attraction in Victoria, but this research explain it. A market is about people, and the social exchange resulting from a genuine meeting of people is what sets a market apart from other forms of shopping. There’s no better way to discover the essence of Melbourne than to shop and mingle inQueen Victoria market. . Melbourne’s life style are captured and reflected at the Queen Victoria market. The immigrant history that reveals form the stories those shop owners told also support that Queen Victoria market is a vital part of Melbourne’s social and culture fabric. It is rich and colourful tapestry embroidered by each new wave of immigrants, form the Anglo-Irish to Chinese (Siu Ling H., 2003). While all markets have changed and expanded to cater for modern needs, the Queen Victoria Market has remained essentially intact, both in the services it provides to the people of Victoria and as an historical landmark. Some families have stood in the Queen Victoria Market for generations. It is the buildings and the development of the Queen Victoria Market, which tell a story in themselves and may not appear obvious to the shopper.
Artefact#3
Melbourne’s GPO Min Xu (s3208673)
Melbourne’s GPO is a premier shopping destination within the CBD, which is located on the north east corner of Bourke Street Mall and Elizabeth Street, The building’s blend of heritage and contemporary architecture creates a unique retail experience, housing a diverse mix of retailers, including some of the biggest names in Australian accessories and fashion. Melbourne’s GPO makes for a totally unique retail and leisure experience. Escape hectic Bourke Street Mall, and enter the calming and irresistible draw of the CBD’s premier boutique shopping destination. With over 50 stores across three floors, Melbourne’s GPO houses a diverse mix of dining options, the biggest names in Australian and international designer fashion, alongside exceptional event spaces which have been designed to impress. Also GPO get a legend history, GPO re-build twice, and in the first GPO is for post office, but now it is be come a fashion place. But one thing never change that is GPO always the mark for Melbourne city and it’s popular place. Elizabeth Street is the heart of the metropolis—the great commercial centre — extending north and south, and terminated by the Yarra. To this the others, east and west, converge. In Elizabeth Street stands the General Post Office, completed in 1859, at a cost of several hundred thousand pounds sterling. Londoners, who are proverbially conceited of their own city, say the General Post Office at Melbourne would be an ornament to London. The front is polished freestone, white as marble, and resembling it very much. It
faces Elizabeth Street, while the wings rest on Great and Little Burke streets, respectively. Let us leave Elizabeth Street and the Post Office, and go on the top of either Burke or Collins Street, and look to the east. There, stretching east and west, lies aristocratic Collins Street, the Broadway of Melbourne. As Melbourne’s most iconic fashion destination, Melbourne’s GPO is home to some of Australia’s most celebrated designers, including Akira, Lisa Ho, Leona Edmiston, Nicolangela and Arthur Galan AG, as well as new recruits Acne Studio Melbourne, Willow, Alexi Freeman, Nicola Waite and Alpha60. Melbourne’s GPO is fast becoming renowned for its unique fashion events which fuse performance, art and fashion. Melbourne’s GPO feast of fashion shows we can know today’s GPO have already to be a place for high level fashion shop. People can have party or show in here, or you can buy many fashion brand clothes in here. When you get tired you also can have some meal or drinks in GPO. May be this is why a lot young people love GPO. People communicate and enjoy in GPO. GPO will be more popular in Melbourne.
Artefact#4
David Jones Department Store Zhu ling yan (s3193678)
David Jones Limited, colloquially known as DJs, it was founded in 1838 by David Jones, a Welsh immigrant, and is claimed to be the oldest continuously operating department store in the world still trading under its original name. They sell women’s, men’s, children’s fashion, accessories cosmetics, homewares, Manchester, furniture and electrical appliances. David Jones’ branding- a black-on-white houndstooth pattern- is one of the most recognized corporate identities in Australia. David Jones’ main department store rival is Myer. David Jones, the premium department store in Australia at the time, would appear to have stronger than expected performance. Its levels of loyalty appear similar to Myer, both of which are bigger brands in this market. However, the comparison with theoretical values makes it clear that David Jones performs exactly as would be expected, while Myer is performing slightly worse than expected for brands with their level of market share. The management of David Jones could therefore easily be lulled into a false sense of complacency if they considered only the observed values in this market, and ignored the theoretical norms. As the oldest department store in Australia, David Jones can be always enduring and young, it not only know how to make brand effect and star effect, but also catch the “neo-consumer”; however Myer, using heavy discounting and promotions to attract con-
sumers. So far, the clear winner of this battle has been David Jones. Even though David Jones has 36 stores around Australia compared with 60 stores for Myer. Its half-yearly results released in march 2005 showed examines before interest and tax of just under $60 million, from sales of $946 million, while Myer generated similar earnings before interest and tax, but from sales of $1,66 billion, in September 2006, David Jones announced its best result since 1995—a profit of $8.1 million (up 30.6 per cent from the previous year). David Jones also leads the fashion in Australia. David Jones held Autumn/Winter 2010 Fashion Launch on February 18, 2010 in Melbourne; they invent the famous model Miranda Kerr strode onto a catwalk. it’s no secret that David Jones knows how to put on a show. Even with recession-induced cut backs, we were again greeted with a starstudded audience, a delicious brunch, and a soundtrack. Some of Australia’s biggest and brightest fashion names were represented on the runway. The participation of many famous stars and designers in this fashion show helped the David Jones to clearly position itself again, let us always pay attention on David Jones, that’s one of the key reasons that David Jones can still be the top of department stores in Australia over 170 years successful.
References Horsedrawn, <http://www.horsedrawn.com.au/>, viewed on April 8, 2010 Antique Victorian carriages, <http://www.antiquevictoriancarriages.com.au/>, viewed on April 8, 2010 Anne, H & John, H, 2006, “Leisure Experiences in Tourist Attractions: Exploring the Motivations of Local Residents”, vol. 13, no. 1, pp. 10-22 Robyn Stokes, 2005, “Network-based strategy making for events tourism”, Australia, Vol. 40, No. 5/6, pp682-695 Donald, S & Gammack, J, 2007, “Tourism and the branded city”, England, pp 4561 Kathryn Chase Merrett, 2001, ‘The Market and the City’ in A history of the Edmonton City Market, 1900-2000: urban values and urban culture , University of Calgary Press, Canada, pp.1-18. Kikuchi, A. & Ryan, C., 2007, ‘Street markets as tourist attractions - Victoria Market, Auckland, New Zealand’, International Journal of Tourism Research , Vol. 9, no.4, pp. 297-300 Siu Ling Hui, 2003, Queen Victoria market, History, recipes, Stories , Wakefield Press, Australia Melbourne GPO, 2010, history of GPO, update 14 April 2010, view 16 April 2010 http://www.melbournesgpo.com/index.php/about/history/ chinesemuseum, 2007, Melbourne’s Chinatown - Little Bourke Street area (Victoria), update 26 February 2007, viewed 16 April 2010 http://www.chia.chinesemuseum.com.au/biogs/CH00015b.htm Aitken, R 1993, Oriental and Oceanian Influence on Australian Garden Buildings, pp128-129 Anna-Lisa Mak 2003, Negotiating identity: Ethnicity, tourism and Chinatown, Journal of Australian Studies, Volume http://www.informaworld.com.ezproxy.lib.rmit. edu.au/smpp/title%7Edb=all%7Econtent=t792815826%7Etab=issueslist%7Ebranch es=27 - v2727, Issue 77 2003 , pages 93 – 100 Marketing Research, Joseph F. Hair, 335, Chapter 11: Attitude Measurement in Survey Research Woman’sDay; Miranda Kerr brings David Jones into Autumn 2010, Daniel P Dykes,http://www.fashionising.com/pictures/b--Miranda-Kerr-brings-David-Jonesinto-Autumn-2010-3089.html,