By Tess Scholfield-Peters
Andrew Hoyne is the principal of Hoyne, Australia’s leading corporate and retail branding agency. The agency celebrates its 28th year this year, having won over 350 awards locally and internationally since its inception.
Surry Hills is the embodiment of a diverse community, according to Andrew. It’s true; there isn’t another community in Sydney (or anywhere else, for that matter) that is positioned at the defining juncture of so many groups of people.
“Diversity isn’t something that should just exist on a poster. It’s actually the way you live your life.”Andrew Hoyne
Hoyne is working closely with TOGA Group on the re-development of Surry Hills Shopping Village. Being a local himself, Andrew recognises the importance of developments that work for every community member.
“You can never really think about tourists or out-of-towners as your core audience because they’re not. Your core audience for everything you ever do is the people that live in direct vicinity of that development,” said Andrew.
“We wanted to do something that really engaged locals. I always say that if you can’t make a place busy in winter on a Monday night then you’ve failed.”
Projects with both big businesses and small not-for profits as well as vast travel experiences has given Andrew deep insights into how places work for each facet of the community, and how symbiosis can be achieved through his developments.
“The dichotomy of working at both ends of the spectrum enabled me to see what was missing in some places, and how if you actually live and work in places that are diverse you have a more collaborative community.”
Andrew’s sixteenth book The Place Economy (Volume Two) is an expansive collection of essays, interviews and case studies from around the world. From Berlin, Singapore, Havana and Detroit to our very own Surry Hills, the book explores the elements of placemaking on both a global and hyper-local level.
Hoyne has a close partnership with Habitat for Humanity Australia, which provides appropriate housing solutions in sustainable communities. Andrew hopes to raise $100,000 this year from sales of The Place Economy, and will donate one hundred percent of the profits to the charity.
In its time Surry Hills Shopping Village has been colloquially referred to as Murder Mall, but its transformation from dilapidated convenience stop to destinational hub is in sight.
“I think we’ll see in next year’s time is the blossoming of Devonshire Street. Crown Street down near Cleveland will come alive. Right now there are dozens of empty shop spaces, and I hope we will see a growth in entrepreneurialism, people starting their own small businesses.
“I think we’ll really see that part of Surry Hills come alive. Ultimately when Surry Hills Village is completed, that will really be the final piece of the puzzle.”
Volumes 1 and 2 of The Place Economy are available for purchase via hoyne
Stay up to date with the Surry Hills Shopping Village development at https://surryhillsshoppingvillageproposal.com.au/.
This piece originally appeared in Urban Village Winter Edition 2019