Project Type: Place Strategy + Creative Space Management
Year: 2024
Client: Wentworth Capital
We were engaged by Wentworth Capital, in collaboration with Colliers and McGrath, to develop and deliver a Place Activation Strategy for the historic Longs Lane Precinct in The Rocks, Sydney. This rare collection of 18 heritage terrace buildings, along with preserved laneways such as Longs Lane and Carahers Lane, reflects the evolution of Sydney’s urban fabric from the early 1800s to the late 20th century.
The project focused on revitalising Longs Lane to preserve its unique heritage while reimagining it as a dynamic cultural and creative hub. Our scope included crafting an activation strategy that not only supported Wentworth Capital’s vision for the precinct but also aligned with government cultural policies and strategic urban initiatives.
Our role involved:
Place Activation Planning: Developing a framework to balance heritage preservation with contemporary uses, leveraging the precinct’s historical significance to engage a wide range of audiences.
Creative Space Activation: Establishing temporary creative spaces, for artists, designers, and makers to work within this inspiring setting.
Community and Cultural Engagement: Designing initiatives to activate the precinct’s laneways, courtyards, and terraces, including public events, artistic installations, and heritage tours that bring Longs Lane’s rich stories to life.
Strategic Partnerships: Collaborating with cultural organisations, local businesses, and government stakeholders to amplify the precinct’s visibility and create sustainable activation opportunities.
Our work was guided by the brand themes of Sydney’s Story, Village Life, Architecture, and Old Meets New, ensuring the activation celebrated the precinct’s past while paving the way for its future. The strategy also incorporated quick-win initiatives, medium-term programs, and longer-term visioning to ensure an evolving and impactful activation of the space.
Reactivate Consulting is proud to have played a key role in the revitalisation of Longs Lane. By blending history with innovation, we’ve helped shape the precinct as a cultural and creative destination, ensuring its enduring relevance as a cherished part of Sydney’s heritage.