New life for Fitzroy Street

The second extension of the Renew program is in the form of a gallery and several new restaurants are opening in Fitzroy Street and the Victorian Pride Center (VPC), already a major landmark for locals and visitors, recently reopened after the locking.

RFS’s new property, 77 Fitzroy Street, is easily recognizable as it has recently become a ‘canvas’ for a magnificent mural by artist Mirka Mora, portraying her as both a young and an older woman. Painted by muralist Tom Cerdan, the mural was commissioned by the Fitzroy Street Business Association (FSBA) and funded by

a Love My Place grant from the Port Phillip Council.

Mirka lived across the road in Tolarno with her husband Georges in the 1960s. The murals she painted in Tolarno are heritage listed and will be appreciated again when the restaurant reopens as Bergerac in Tolarno, moved from its original location in Melbourne’s CBD.

Mirka Mora, a compilation of family film footage from the Mora family in the 1950s in Melbourne (courtesy of the Jewish Museum of Australia and the National Film and Sound Archive, Copyright Philippe Mora), is the first iteration of ‘Aperture f / 77, a moving film image projection program running for the next six months in a dedicated window space at 77 Fitzroy Street. A pilot collaboration between Renew Australia and Council, Aperture f / 77 can be viewed day and night with individual program information accessed via a QR code on the decal frame surrounding the viewing window.

Mayor Louise Crawford: “Renew Fitzroy Street continues to excite and delight. These new arrivals are still

another reason to come and enjoy this beautiful destination, whether for shopping, having a drink or a bite to eat or getting

creative in a workshop. St Kilda is well known as an arts destination so we couldn’t be happier to

supporting these celebrations of the cultural and artistic contributions of Mirka Mora to our city.

Angela Simons, CEO of Renew Australia: “77 Fitzroy Street, as the most recent iteration of Renew Fitzroy

Street, could well become the “hub” of the program. The multiple spaces occupied by a wide range of

creative offer, presents a new case study for the program that further illustrates the range of possibilities that

occurs when boards and professional associations entrust the Renew Australia model for speaker activation

street renovation.

David Blakely, President of the Fitzroy Street Business Association: “In a very difficult economic environment,

Fitzroy Street is enjoying a renewed investment from levels that have not been seen in years. By pride

Center, Renew Fitzroy Street, reconnecting with locals, expanding outside restaurants and private investment, we

see the street changing. With the recent completion of the Prince’s renovation, the next Gurner

and QT, Gray Street office building, European Hotel, recent sale of Saint Hotel, many lots

sales and many new smaller offerings such as Lady Peacock and Chronicles; the future looks bright for

the street. Fitzroy Street finds its place in the hearts of the people of Melbourne. “

77 Fitzroy Street new arrivals

Farm Goat: Handcrafted cold-pressed goat’s milk soap (moved from another Renew store).

https://farmgoat.com.au/

Greg Egan – Can’t wait to be part of a shared space with a bigger build area and smaller business

showcase to focus more on my own product line. Now I am starting to see the business grow. It’s so awesome

being part of Renew Fitzroy Street to bring my creative business to life.

Macuject: a new technological start-up in the field of artificial intelligence of medical devices. Their mission is to end

preventable blindness due to diseases such as macular degeneration.

Stephanie Mauger – As Macuject enters a new phase of growth, we are incredibly happy to be able to come

together to continue to push the boundaries of innovation. We couldn’t be more excited than doing this in

our new Renew space. https://macuject.com

Kirstin Burgham, a well-known local ceramist who will lead workshops suitable for all levels and

have a small range of works available for purchase. https://www.kristinburgham.com/about

Kristin Burgham – I can’t wait to launch the Room for Clay workshops. Renew Fitzroy Street gives

me the opportunity to start workshops for the community and share the joy of making with clay. All is well

welcome to 77 Fitzroy Street.

Artist Sarah Tracton will transform the hallway into a gallery with its superb ceramic lighting.

https://www.sarahtracton.com/

Sarah Tracton – Showing my craft lighting at 77 Fitzroy Street is a great opportunity to share my

art and add to the ambiance of this lively neighborhood.

A parking lot at the back of 77 Fitzroy Street is provided for pop-ups and festival activations.

Background

As part of the RFS program, owners donate vacant stores to creatives with 30-day rent-free licenses

negotiated by Renew Australia. This gives new businesses time to test ideas in a commercial market.

without committing to a long-term commercial lease.

Port Phillip Council contributed $ 75,000 to the project, with matching funding provided by Fitzroy Street

Trade association.

New Creatives Join Eight Existing Renew Fitzroy Street Companies in Five Other Stores