Procreate: Wildly successful Tasmanian app developer plots move to new Hobart headquarters

A Tasmanian tech company with the world’s two best-selling iPad apps is planning a move to an expansive new headquarters in Hobart’s CBD as it launches an “ambitious” growth strategy.

Concept design of a proposed new headquarters for digital illustration app company Procreate on Collins St in Hobart. Picture: Terroir

The Tasmanian software company behind a globally adored suite of digital illustration apps is planning to move into a new high-tech Hobart headquarters as it prepares to implement an “ambitious” growth strategy for the future.

Procreate currently occupies the top two spots on the iPad App Store charts and took home the iPhone App of the Year award for Procreate Pocket in 2018.

From humble beginnings in the Old Beach home of co-founders James and Alanna Cuda more than a decade ago, today the company has more than 80 staff, its apps are used by millions of people around the world, and its North Hobart offices on Elizabeth St are bursting at the seams.

That’s why Procreate wants to relocate to a warehouse building at 2 Collins St – the old Roberts site – where it will have the capacity to grow its staff to 180 people and be able to make use of specialised facilities that will enable it to expand its operations, such as research and development labs and film and sound studios.

Concept design of a proposed new headquarters for digital illustration app company Procreate on Collins St in Hobart. Picture: Terroir

“As we continue to grow, we want to stay rooted with our headquarters on this beautiful island and provide specialised career [opportunities] for creative talent locally and from all over the world,” Mr Cuda told the Mercury.

“We have a very ambitious product road map, and our new headquarters is vital for us to be able to grow in numbers so that we can achieve these goals.”

Procreate’s current North Hobart base is spread across three adjacent offices, which tended to limit opportunities for collaboration, Mr Cuda said.

“We have always been intentional about staying in Tasmania and we credit a large part of our success to being in this incredible part of the world,” he said.

“Here we’re separate from Silicon Valley and have the space to be inspired, think creatively, and live balanced lives. We hope our relocation to Collins Street, with the Hedberg as our neighbour, will contribute to the expansion of downtown Hobart’s creative precinct.”

James and Alanna Cuda, co-founders of Procreate. Picture: Supplied

The 3000 sq/m Collins St property is made up of a warehouse and an open-air asphalt car park and the company does not plan to add to the footprint of the site or the height of the existing building.

The proposed development is set to include a campus cafe, auditorium, meeting rooms, studio spaces, an office loft, open-plan working area, a central atrium, shower and change facilities, and a linkway connecting the two buildings on the site.

There will be a small number of on-site carparking spaces for staff, as well as accessible parking options and dedicated bike parking.

Local architecture firm, Terroir, has designed the project, with the Hobart City Council currently considering a development application before making a decision on whether or not to give it the green light.

Terroir senior associate, Emily Slevin, said the firm was “excited” to be able to reuse much of the existing building stock on the site and to “enhance the external spaces”.

Concept design of a proposed new headquarters for digital illustration app company Procreate on Collins St in Hobart. Picture: Terroir

“Procreate made the decision to retain and reuse the existing buildings on site, embracing the character of the original warehouse building externally and within the interior concept,” she said.

“The client’s brief also has a focus on the health and wellbeing of their staff, which in turn has been a major influence on the design response.”

Science and Technology Minister Madeleine Ogilvie described Procreate as a “great Tasmanian success story” that was an inspiration to other homegrown tech start-ups and entrepreneurs.

“Developing our tech sector requires strategic thinking and timely investment, to ensure our IT and engineering-based businesses continue to lead,” she said.

“The economic development opportunities for Tasmanian businesses commercialising IP are enormous.”

Originally published as Procreate: Wildly successful Tasmanian app developer plots move to new Hobart headquarters