Assignment 3

COMM2411-Communications and Social Relations (Buck Rosenbergʼs Tutorial) Group 2:  Javier  Max  Anthony  Chee Mun

Artefact: The “Paris End” of Collins Street Classification: Public Relations

The “Paris End” of Collins Street is one of Australiaʼs premiere shopping strips. It has solidified its reputation with a rich history of style and Europeaninspired elegance since the 19th century when it was conceived. Robert Hoddle, architect of Melbourneʼs forward-thinking “Hoddle Grid” system, developed the street itself in the gold-rush era with wide tree-lined boulevards.

Extraordinary heritage buildings influenced by various European architectural styles remain. Cafes became known for their liberal use of the footpath space, as was common in Europe. The area was frequented by wealthy professionals, as shown by the number of doctorʼs offices and the financial district on the other end of the street. All of these factors meant the strip were a prime location for the flagship stores of a collection of international brands including Chanel, Giorgio Armani, Tiffany & Co, and Louis Vuitton (VisitVictoria, 2010).

This exclusive setting, sense of history and configuration of outlets in a ʻHigh Streetʼ manner certainly plays a role in assisting marketing of the boutiques located here. This is best illustrated by the success of one of the first luxury retailers in the area, Le Louvre. Ketchell (2003) discusses the story of Georgina Weir, owner of Le Louvre, an exclusive fashion boutique previously on the Paris-end of Collins Street Le Louvre has been a landmark retail outlet in Melbourne since Weirʼs mother established it in 1922, believing the high concentration of doctors in the area warranted a retail outlet with expensive international brands. Weirs mother, Lillian Wightman, supposedly coined the phrase “Paris-end of Collins Street”.

Reimers (2004), a senior Marketing lecturer at Monash University, and Clulow, the Head of the Business and Economics faculty at Monash discuss the great importance of convenience in retailing – the new generation of shoppers will “no longer tolerate inconvenient shopping centers.” A large

contributing factor to this convenience is retail concentration; that is, the spatial convenience of a shopping area. The authors point to the existence of a “distance decay effect” whereby centre visitors are unwilling to exert themselves while shopping.

This theory is particularly useful in analyzing the historical success of Collins Street, and why international retailers have flocked there to create their own shopping ʻcentreʼ or High Street. By building their luxury shops near each other on this landmark street, these savvy retailers have effectively negated the distance decay effect.

Providing historical context, Dawson (2002), Professor of Marketing at the University of Edinburgh (with a focus on geography and retail innovation), asserts that radical ʻout-of-centerʼ developments are now being favored over traditional High Streets in contemporary cities. He then presents the question ʻWhy has the High Street changed?ʼ This is where a particularly pertinent point is made: “It is sometimes claimed that the High Street has lost its role as a communicator of style and fashion”.

Artefact: The Sandrige Bridge Classification: Public Relations

The Sandrige Bridge is a bridge that goes over the Yarra River connecting the Southbank and the Central Business District (CBD). It was first opened in 1888 and represented the very first steel bridge to be used in Melbourne. At that time, the bridge operated for the railway system towards Port Melbourne.

However, towards the late 1880ʼs the bridge shut its operations for the railway system. Today, the bridge is used as a pedestrian and cyclist link.

In 2003, the Melbourne City Council and Department of Sustainability and Environment funded an $18.5 million redevelopment project for the bridge that then included the introduction of “The Travelers”. The Travelers consist of ten sculptures that paid tribute to the multicultural population in the city of Melbourne (Rumble 2006).

To further analyze this artefact, I will be relating it with the other artefacts from the group: Firstly, there is the “Paris End of Collins St” which is an area filled with European elegance and ambiance. Inspiration from The Travelers brought from Europe to Melbourne created commerce and attracted the wealthy professionals. The artefact mentions a small boutique called “Le Louvre” which is clearly an icon from Paris, France. There is no mention that Georgina (the owner of the shop) has been there. However, the journey from the Parisian icon, reached all the way to Melbourne by someone coming from abroad. A new era to the beginning of the luxury retailing in the city, by the merchant immigrants from Europe since the 19th century had arrived.

For the second artefact: Flinders St Station was a hub for arrival for this people. From Port Melbourne, the earlier journey from there before the bridge was closed as railway. It was a link from the station to the port. The gateway of the city, Flinders St station is also a landmark to the city mentions Anthony on his text about the station. As for the Sandrige Bridge being a landmark of

Melbourne is to be discussed. However, the bridge my not be it, neither the sculptures, but its people who contributed to the creation of Melbourne.

Finally, during the late 1980始s the Sandrige Bridge closed its railway operations and the only way on getting to Port Melbourne using public transportation is by the 109 trams. That tramline uses the same route that the train would usually use. That marked a historical significance as it represented the day one of Melbourne始s most iconic figure, the trams, took over the route.

The final artefact that our group used is the City Circle, a tram service run by the government. The City Circle and Sandrige Bridge are related in the sense that they both aim to portray Melbourne始s identity to the public as well educating them a little on the city始s history.

In summary, based on all those reasons above, that is why the Sandrige Bridge is part of the public relations sector. It helps educate and portray Melbourne to the public.

Artefact: The Flinders Street Station Classification: Public Relations

The Flinders Street Station is the central railway station that connects the suburbs of Melbourne. It is located on the corner of Swanston Street and Flinders Street, precisely next to the Yarra River. Used not only as a gateway from and to the city, but also as a landmark, and meeting place. Stretching across two blocks, Flinders Station itself serves three different targets: the state of Victoria, the city of Melbourne, and also the people within.

For the state of Victoria, Flinders Station is a primary gateway that connects the suburb and the CBD. It is through this station, that the people from the suburban area are connected to the metropolitan world, and vice versa.

Thousands of people living in the suburbs pass the stairs of Flinders station, either to work, or find entertainment in the central of the city.

For the city of Melbourne, the Flinders station is part of the ʻfaceʼ that Melbourne CBD wanted to develop. According to Dovey (2005) in his journal: “Fluid City: Transforming Melbourneʼs Waterfront” Flinders station is used as a guidance for what is to become the face of the CBD of Melbourne: St. Paulʼs Cathedral (Dovey, K. 2005). This is back when there were 2 towers that stood at the current Federation Square. It was after the demolition of these 2 buildings that a law was passed to enable no building within the Federation Square compound to be taller then the Flinders Station. This law was implemented; so that the people living in the southern part of the Yarra would face a better image of St. Paulʼs Cathedral, rather then the two dull and buildings that once stood.

For the people of Melbourne, Flinders station is no longer only a gateway to and from the city, as it also serves other purposes. Some people enjoyed basking over at the steps, while others preferred to use the area below the clocks as a meeting point. And some of them even used Flinders Station as a

mark for the entire world, where it was bathed in blue lights, in regards of fighting diabetes.

In conjunction with the other artefacts, although it is similar in the idea of having a certain artefact to act on Melbourne始s behalf, Flinders station has gone beyond the boundaries of Victoria, and become a representative of Melbourne in the eyes of the world.

To conclude, the Flinders Street Station is no longer only a small part of Melbourne. In retrospective, it is Melbourne, and it also speaks on Melbourne始s behalf. Not only does it speak only to the people, but it also speaks to the whole state and the world. As stated repeatedly above, the station is not only a place to travel back and forth the city, but it serves also as a meeting ground, a common ground for performers, a landmark for the whole world to see, and also a guide for the people of Melbourne, who are viewing the CBD from the southern part of Melbourne. All of these are the reasons why the Flinders Street Station fits in the public relations sector.

Artefact: The City Circle Classification: Public Relations

The City Circle was introduced in 1994 as a free of charge tram service targeted at tourists who were visiting Melbourne. In addition to that, the City Circle始s other main objective is to provide the tourists with a wholesome view of the city of Melbourne (which includes the Central Business District and Docklands). That being said, it should be taken note that the City Circle is not necessarily just for tourists as it is open to the entire public.

Not only is travel completely free on the City Circle Tram but also you get a running commentary on the places of interest along its route. You can get off the tram at any of its stops, which means you can visit particular attractions at close hand, and catch the next one (Rivera 2010). From that, we can see that the City Circle fits right into the public relations sector because while it is still providing a service and entertainment (transportation and running commentary), it does not incur any fee from the passengers. This can also be closely related to the Flinders Street Station artefact mentioned by my compatriot Anthony. Flinders Street Station represents the face of Melbourne to the world said Anthony and with the City Circle, circulating around it and introducing it to tourists, it is not only getting exposure but passengers are learning a little bit about Melbourne始s history as well.

As mentioned previously, one of the main objectives of the City Circle is to provide the tourists with a wholesome view of Melbourne and how it does so is by circling parts of the central business district and Docklands that are not only popular but have some sort of a historical significance as well. It is not impossible to comprehend the city if we keep moving. By circulating the city, Melbourne will slowly become visible (Hubbard 2006). The City Circle provides audiences with a continuous view of Melbourne and does not just pay emphasis on just one particular area. The tram by passes some of Melbourne始s main attractions such as the Old Melbourne Gaol, Melbourne

Central, State Library of Victoria and many more. However, it should be noted that because the City Circle is run by the government, there is a possibility that the view it provides its passengers are restricted/limited to what the government wants the passengers to see.

Melbourne is a city that prides itself on having one of the world始s largest tram networks and according to Ellison (1995) in cities where public transport plays a major role, the cities gains from a number of benefits such as a more vibrant city centre, less pollution, noise, accidents and fuels imports, a fairer speed of mobility, more urban consolidation and less road space. From that we can clearly see that public transportation such as the famous tram system that includes the City Circle are essential to building the identity and quality of living of a city such as Melbourne. We can also relate this to one of our other artefacts, The Paris End of Collins St, which provides the public with a vibrant city centre.

In summary, the City Circle is not only part of Melbourne始s famous tram system; it is a character of its own. While still providing transportation to its passengers, it also provides information, entertainment and most importantly it helps reveals the identity of Melbourne city. It also fits perfectly within the public relations sector due its non-profit agenda.

References Dawson, J.. (2002). The changing High Street. In: Findlay, A. and Sparks, L. Retailing: The Environments for Retailing. London: Routledge. p375-392.

Dovey, K. 2005. “Fluid City: Transforming Melbourneʼs Waterfront”. UNSW Press: Sydney. Pg. 93 – 121.

Ellison, R, (1995). Melbourneʼs public transport service.Urban Futures. 20, p33-45.

Isa, B, (2002). Multiculturalism in art education: A Malaysian perspective, University Teknologi MARA, Mayaysia.

Ketchell, M, (2003). Boutique battle at Paris end of town. Available: http://www.theage.com.au/articles/2003/05/28/1053801445880.html. Last accessed 16 April 2010.

Marsh. C, Statue of liberty, 2005, 1st edition, Gallopade International, New York

Rumble, C, (2006) Only Melbourne, Sandrige Bridge, viewed 14 May 2010 http://www.onlymelbourne.com.au/melbourne_details.php?id=6863

P.Hubbard (2006) chapter on ʻThe Everyday Cityʼ in City, Oxon: Routledge, pp.97-111

Reimers, V. and Clulow, V.. (2004). Retail concentration: a comparison of spatial convenience in shopping strips and shopping centres. Journal of Retailing and Consumer Services. 11 (4), p207-221.

Rivera, L, (2010). Melbourneʼs Free City Circle Tram. Available: http://goaustralia.about.com/od/melbournevictoria/ss/citycircletram.htm

Stevens, Q. 2006. “The shape of urban experience: A reevaluation of Lynchʼs five elements”. The Bartlett School of Planning, University College London.

Trachtenbergs, A, 1965, Brooklyn Bridge: fact and symbol, 2nd Edn, University of Chicago Press, USA

“Vic: Flinders Street station to be bathed in blue light”. AAP General News Wire. Sydney: Nov 13, 2007. Pg. 1.

VisitVictoria. (2010). Collins Street and Little Collins Street. Available at: http://www.visitvictoria.com/displayobject.cfm/objectid.0009A392-2854-1E9199A380C476A90000/. Last accessed 20 May 2010.