Melbourne’s Federation Square, a cultural hub known for its distinctive architecture and public art displays, is currently embroiled in a debate over the appropriateness of commercial advertising. A recent billboard installation has ignited discussion about the balance between revenue generation and the preservation of the square’s aesthetic integrity.

The Controversy: Obscuring Architectural vision

Concerns have been raised regarding the impact of the billboard on the architectural appreciation of federation Square. One critic argues that the act of obscuring the Atrium exterior has a severely negative effect on the appreciation of the place from the critical Finders Street aspect. This viewpoint emphasizes the importance of maintaining unobstructed views of the square’s key features.

Furthermore, the billboard’s presence is said to detract from the overall architectural experience. According to one observer, it destroys any appreciation of the architectural qualities of the entire square from the vital Hosier Lane sight line. The concern extends to the internal space, with claims that the billboard blocks light from entering the Atrium through its steel skeleton.

Heritage Victoria’s role and the Call for Reconsideration

The installation of the signage was permitted under an exemption granted by Heritage Victoria, allowing temporary signage at Federation Square. however, critics argue that these privileges are being abused and are urging Heritage Victoria to urgently reconsider the exemption. The debate centers on whether the current submission of the exemption aligns with the intended purpose and whether it adequately protects the square’s heritage value.

A Counterpoint: Advertising as Part of the Original Vision

Not all experts are opposed to the idea of advertising at Federation Square. Dr. James Lesh, founding director of consultancy Heritage Workshop, suggests that the site was originally envisioned to incorporate advertising and billboards. Though,he emphasizes that such advertising needs to be carefully considered and implemented thoughtfully.

Dr. Lesh believes that advertising should be co-ordinated, physically integrated, visually engaging and technologically innovative. He argues that the current Ralph Lauren sign does not meet these criteria, stating that it has a strong, dominant, de-contextualised presence. He advocates for a public advertising policy for Federation Square to systematically judge the appropriateness of billboards.

The Economic Perspective: Revenue generation for Maintainance and programming

The Melbourne Arts Precinct Corporation defends the use of commercial activity, stating that revenue generated by the billboard and other ventures is used to maintain the precinct and deliver free shows.Katrina Sedgwick,CEO and director of the corporation,explains that commercial operations are permitted under Federation Square’s charter. She emphasizes that Federation Square doesn’t receive goverment funding for operations and programming. Therefore, from time to time, Fed Square undertakes short-term and carefully considered commercial partnerships – such as this temporary activation.

Artistic Use of the Atrium Facade

In 2024, the Atrium exterior facade was used to display artworks, including those by photographer Nan Goldin and artist Tony Albert. This highlights the dual potential of the space for both commercial and artistic endeavors.