Project Type: Activation Strategy + Event Typology Framework
Year: 2025
Client: Property & Development NSW (PDNSW)
As part of the revitalisation of the Macquarie Street East precinct, Reactivate was engaged by Property & Development NSW to shape a high-level activation and event framework for QEII Plaza — a new courtyard space opening to the rear of the Register General’s Building. Our brief focused on unlocking the potential of this unique heritage setting through a mix of always-on activations and scalable event uses that could transform the site from a passive forecourt into a vibrant public space.
We developed a tiered programming framework that supports day-to-day activation, night-time appeal, and special events. The everyday layer includes seating, lighting, and infrastructure for informal use — from outdoor working and casual meet-ups to coffee carts and low-key art displays. Evenings imagine a subtly lit plaza with pop-up bars, small gigs, and courtyard ambience. Larger-scale events include concerts, film nights, and daytime markets — all carefully calibrated to respect heritage constraints, local amenity, and operational feasibility.
Our scope also included identifying noise thresholds, indicative capacities, and infrastructure considerations to streamline future approvals and delivery. A key focus was on making the DA process easier for future operators and tenants, by embedding flexibility into the approved use parameters — enabling the Plaza to become a quietly confident stage for cultural life in the precinct.
Visual montages were prepared to bring each activation type to life and support discussions with stakeholders, including the City of Sydney, ahead of DA submission.
Programming Always On – Daytime:
Mobile coffee cart, casual seating and shaded workspaces create a welcoming atmosphere for daily use — ideal for quick breaks, informal meetings, or solo working sessions.
Programming Always On – Nighttime:
The plaza comes alive with warm lighting, drink carts, and intimate gigs — transforming into a relaxed social space for after-work hangs and cultural moments.
Programming Always On – Art / Exhibition:
Flexible infrastructure supports rotating public art, sculptural installations, and low-profile exhibitions that add visual interest and cultural character throughout the year.
Event Programming – Night Cinema:
Open-air screenings under fairy lights and the night sky offer a cinematic experience that’s both atmospheric and accessible — a quiet crowd favourite.
Event Programming – Day Markets:
Modular stalls and curated layouts bring the courtyard to life as a weekend market destination — spotlighting local makers, food, and community gathering.
Event Programming – Concerts & Gigs:
Pop-up stages and performance-ready infrastructure enable the courtyard to host intimate concerts, talks, and cultural programming under the city skyline.