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Relative brings together insight, strategic thinking and design. We help shape future places — the environments  and experiences that enrich the everyday and create positive impact. We activate communities around hospitality, retail, work, living and public realm, collaborating with clients and thought leaders to achieve this at scale.


Our approach is focused on :

People    |    Culture    |    Design




Relative undertook a R&D and design strategy process for QIC as part of the 80 Collins project, a targeted 6 Green Star mixed use precinct made up of commercial towers, retail podiums and boutique hotel. Research, visioning and concepts for podium activation through third spaces, retail, hospitality and vertical connectivity engage internal and external knowledge communities. This encompasses shared zones and coworking experiences that will anchor the cultural component within this urban regeneration project. McKinsey&Co are the second anchor tenant to join the precinct.


In collaboration with | Foolscap Studio | Architects : Woods Bagot, UN Studio

Barangaroo South


Development of a place activation and design strategy for Barangaroo South. Working with consultant teams, a series of visioning concepts led to the design of semi-permanent and sustainable waterfront architecture and further ground plane cultural and retail executions by the design team. This work served to activate and open up the precinct to tenants and the city, framing a dynamic public realm, food, retail, event and public art; as a starting point for the ground plane experience and place creation at Barangaroo.


In collaboration with | Foolscap Studio | Landscape Architects: Aspect | Oculus

Assemble Communities


The Assemble Model is a new, more accessible pathway to home ownership – remapping the route to buying a home so it’s within closer reach, evolving the Build to Rent model. Relative has been working with Assemble to develop an overarching Place and Retail Strategy that reflects this new development model. Our work includes global research and insight towards a new-to-market retail and resident services concept. Here ground plane becomes a social space within a rapidly changing neighbourhood. The strategy aims to set out a sustainable, more inclusive retail model that contributes to place and local culture at each Assemble site.


Architects : Fieldwork

Noma Australia


Forming part of the cultural activation of Barangaroo South and a pivotal project for Lendlease and Tourism Australia. The  development of an immersive culinary concept to reflect the vision of the Noma team formed an experience that significantly influenced Australia’s place on the global food landscape. This project explored ideas of place, history and food futures through the interpretation of ingredients (the materials) and identity (the narrative) – culminating in a frame for Rene Redzepi to create this iteration of the multi-award winning world’s best restaurant, Noma.


As part of the project team with | Noma | Foolscap Studio | Lendlease | Tourism Australia

Melbourne Quarter


The development of a design strategy and concepts surrounding place activation and podium retail architecture focuses on how the experience at street level will bring the cultural aspect of Melbourne Quarter to life. The strategy positions food, retail and public realm as the anchor to the precinct experience. Development of podium retail facades and related elements with Foolscap Studio were integrated by the project architects DCM and Oculus.


Architects: Denton Corker Marshall (1MQ) | Woods Bagot (2MQ) | Engineers : Arup

Retail Architect: Foolscap Studio | Landscape Architects: Aspect/Oculus



Consultation and brand interpretation to create the workplace strategy for a digital agency within the Dentsu network. Moving towards a complete brand expression and active space centred around knowledge sharing created a digital ‘place of work’ that exemplifies the capability and personality of the agency and its people.


In collaboration with | Design : Foolscap Studio



Working within the revitalisation of the flagship Domaine Chandon experience in the Yarra Valley, a core brand interpretation was required to capture the ‘méthode traditionnelle‘ winemaking tradition within a 21st Century frame. Ultimately the design by Foolscap Studio met both the LVMH global directive for the site, while also reflecting the placemaking intent to uplift this international destination within the Yarra Valley.


In collaboration with | Design : Foolscap Studio

Pacific House


Relative has developed the place strategy and creative premise for Pacific House, a multi-level cultural and hospitality precinct within a heritage site in Melbourne. Housing a number of venues, the strategy for this destination at the north of the CBD includes an evolving programme and will be active from day through night.


In collaboration with | Jackson Clements Burrows | Foolscap Studio | Finding Infinity





Geelong Brewery Precinct


The development of a place strategy and concept for the 2ha brewery precinct housing Little Creatures and White Rabbit brands brought together an immersive experience combining an active brewery, visitor experience, retail, hospitality and educational elements. Relative Projects undertook a visioning process that led to an overarching strategy, in-depth briefs and design collaborations across architectural, interior, public realm, landscape and wayfinding executions.


In collaboration with | Design : Foolscap Studio


Broadsheet Restaurant


“Assemble the heart of cultural and culinary Sydney, to bring Broadsheet’s ethos and digital footprint into the real world”.


A place-driven project and brand activation celebrating Sydney’s food culture through the Broadsheet platform, within an experience combining digital and physical. The strategy was brought to life in an immersive restaurant and bar designed with Foolscap Studio, showcasing Sydney’s leading chefs and cultural destinations in one dynamic space. Relative developed a video installation where digital feeds showcased Sydney’s best restaurants within the space.


In collaboration with | Broadsheet | Foolscap Studio | The Company You Keep



Central to our work is the sourcing and integration of emerging commercial models, technologies and processes that enhance and humanise places. We encourage the adoption of progressive and responsible business practices, construction methods and technology. Our ongoing research investigates the future of how we will experience environments, social spaces, working and the human factors that will impact these. We work with clients and specialists to inform each stream within built projects towards positive change.

For more information, please get in touch.


With the continual blurring of boundaries in the way people live, work, socialise and connect with community, Relative Projects works with organisations who wish to transform in the face of this change. We connect our clients to ideas and strategic design outcomes that represent new approaches to integrating built environment, products and systems with cultural, economic and environmental ecologies.


Recently at Relative :


Relative at MPavilion on Indesignlive


2017-18 : The speaker series posed the question : ‘The work precinct is changing rapidly, evolving to support flexibility, community and knowledge sharing. Workplaces are increasingly designed around connectivity and mobility – integrating principles from hospitality, leisure, home and education. This raises the question: how will the future smart precinct allow us to work anywhere?’


Event Panelists : Claire Martin, Oculus | Nick Williams, Aurecon | Alice Blackwood, Editor, Indesign Magazine

Pavilion Architect : OMA  |  Project partners: | MPavilion | Foolscap Studio | Photos: Timothy Burgess, Penny Lane

From the Archive :


Relative at NGV International on Architecture: What Matters?


Relative was part of Architecture: What Matters  – a discussion in the round, where 20 architects involved in activism, academia and practice responded to the question: What matters?. “Design and creative thinking has the potential to contribute to the way we perceive and acknowledge true value, moving from the perception of individual ownership to one of shared cultural capital.”


With : NGV International |  Sibling | 20 local and international architects

From the Archive:


Relative at BMW Guggenheim Lab, New York


NYC, 2011 : Relative discussed urban futures with Guggenheim co-curator Maria Nicanor for Design Quarterly Magazine. Working outside the conventional museum “white box” format, the BMW Guggenheim Lab engaged with local community at street level and adopted an open source approach to the urban discussion. The project covered density, transport and waste alongside emotional architecture, politics and city activism. Following it’s New York installation the project moved to Mumbai and Berlin.

Photography: Paul Barbera

From the Archive:


Queenstown, NZ


Relative Futures undertook R&D for a prototype project within a mixed use residential, leisure and hospitality precinct in Queenstown, New Zealand. The project explores how responsible development and management can contribute to the preservation of this pristine place, through the adoption of new sustainable, low embodied energy materials including CLT technologies now patented by the client.

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Melbourne Victoria 3000 AU
Phone +61 3 9014 9599