The six-month transformation of Brunswick Street Mall from grungy nightspot to - it is hoped - upmarket inner-city daytime destination is complete.
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Now, the real test will be if Brisbane City Council's $4 million makeover of the Fortitude Valley dining and retail strip attracts crowds of young professionals during business hours.
Work on the mall revitalisation project started in January and included opening the streetscape, replacing old pavers and installating overhead wire structures that will feature art in a bid to reflect the Valley's creative history.
A series of retail pods will also eventually populate the centre of the mall, adding further opportunities for shopping and dining.
Prior to construction, Valley Chamber of Commerce president Robin Maini pulled no punches in telling Fairfax Media what the upgrade was designed to achieve.
"The daytime economy is about attracting the right tenants so they will attract the right sector of people,” Mr Maini said.
“Tourists, business people, people who work in the city, they all go to Emporium, James Street or Gasworks.
“I want them here.”
The strip has long been renowned for its proliferation of bars, nightclubs and cheap takeaway joints. Right in the heart of the suburb's infamous nightclub precinct, it has a flourishing night-time economy.
Mr Maini said he hoped the revitalisation would start a new era of dining and retail traders.
Officially unveiling the completed project on Tuesday, Brisbane Lord Mayor Graham Quirk echoed Mr Maini's statement the mall was designed to entice people to the area and boost its daytime economy.
“This refurbishment was all about strengthening the Valley’s daytime economy, helping to attract new investment and reinvigorate established businesses,” Cr Quirk said.
“The upgrades had a focus on creating an economically sustainable retail and entertainment destination, with an emphasis on driving increased visitation.
“The mall is now better equipped to host a wider range of events throughout the year with the upgrade successfully developing the event capacity of the space.
“The Valley is already known as a hub for music and entertainment, however this refurbishment will support its reputation and growth as a vibrant mixed-use precinct made-up of residential and hotel accommodation, cafes, restaurants, retail businesses, nightclubs and live music venues.”
The Lord Mayor also took the opportunity to announce the installation of free Wi-Fi in the Brunswick Street Mall and Chinatown Mall ahead of the G20 Summit in November.
“Council offers free Wi-Fi access at Australia’s most popular mall - Queen Street Mall, King George Square, Post Office Square, Reddacliff Place, Victoria Bridge, South Bank Parklands,as well as 20 parks, 33 council libraries and on all our CityCats,” the Lord Mayor said.
“This free Wi-Fi will be available in time for the G20 Summit in November, and will remain as a lasting legacy for the Valley Malls long after the event.”
A weekend-long events program on August 9 and 10 will celebrate the official reopening of the mall with a live radio broadcast from 4ZZZ, live local music performances, interactive artworks and displays, free circus workshops, roving acts and breakdance and beat box demonstrations.
