A Street Named Dyer

It’s not every day that you get the chance to launch a new street in Melbourne. Let alone one named after the AFL’s most revered player, Richmond cult figure Jack Dyer OAM.

Located within the Jaques precinct, developed jointly by the Riverlee Group and Macquarie Real Estate Equity Funds, Dyer Street at Jaques is a newly completed retail laneway with a bustling retain scene and restaurants, all right in the heart of Richmond.

We love footy

For those who know about our sister company EBA, as well as the Bastion Collective board (hello, Andrew Demetriou and Hamish McLachlan), we know footy pretty well. This was therefore, right up our alley. And when combined with our love of property – this was a job that had us tickled pink…or yellow and black. ;)

We were tasked with organising and executing the launch of the precinct on behalf of our long-term client, leading Melbourne developer Riverlee. To ensure we did justice to such an historical occasion, we engaged our friends at the Richmond Football Club, the local council City of Yarra, member for Richmond and Victorian Minister for Planning Richard Wynne, as well as Jack Dyer’s family to attend.

In our opinion, a pretty powerhouse bunch of people.

Let’s go back

The Jaques development has a unique story to tell. It’s located on the site of the former engineering works founded by Edward Jaques back in 1885. The 9,945 square metre island site, bordered by Palmer, Coppin, Highett and Griffiths Streets, also features 377 stunning apartments and townhouses on the former Jaques Bros Foundry.

We were lucky enough to launch it back in the day, with the Island State campaign – remember? It takes a long time to see a property development come to completion, so this was a huge moment for us.

Now with all residents in their lovely apartments, to pay tribute to the site’s local heritage, Riverlee has installed etched stainless steel boards at the entry to Dyer Street, providing the community with information on the Jaques family, the site history, as well as recognition of AFL Legend Jack Dyer.

What we did

Capturing the strong connection to the Richmond community was key to this launch, with the Dyer St opening showcasing as many original features - such as the factory’s red brick tower, brick façade and original blueprints - as possible.

We invited influential media who flocked, including leading sports reporters and property writers, capturing vision and photos of the yellow and black fun. And we saw it all on telly that night, with prominent coverage across TV networks as well as online.

The launch reached an audience of 11.6 million Aussies via online, print, radio and TV coverage, including national bulletins.

And we got to see the successful end of a very exciting project, while combining our love of footy and property. Win-win.