‘It’s the vibe’ say Queen Victoria Market traders and shoppers in the face of $250m redevelopment

A REPORT into the “vibe’’ of the Queen Victoria Market has warned the site’s sounds, smell and feel could be lost in the redevelopment.

A REPORT into the “vibe’’ of the Queen Victoria Market has warned that the site’s sounds, smell and feel could be lost in the redevelopment.

The report, commissioned for the market and owners Melbourne City Council, found that shoppers and traders felt the sensory experience was important and part of its appeal. Respondents said they feared the revamped market would be sanitised and lose its heritage feel.

QVM PAVILION DOWNSIZED

MARKET LOSS ANGERS TRADERS

GRAVE FEARS FOR BURIAL GROUNDS

The Digital Ethnography Research Centre, based at RMIT University, conducted the Intangible Values report early last year but its findings were only recently released.

Researchers spoke to and observed vendors, workers, tourists and shoppers.

The sheds at Queen Victoria Market will be dismantled and reconstructed during the redevelopment. Picture: Ian Currie

“Research participants identified with the market in highly personal ways — so changes to it will likely be seen as affecting these relationships and memories,’’ the report said.

“For regular shoppers and traders, the future of the market is closely associated with anxieties about something being ‘lost’ or ‘taken away’ when the market is redeveloped, particularly around the refurbishment of the sheds’ structure and changes to how goods are delivered or ­displayed.

“This is often expressed in terms of the market being ‘sanitised’ or made to look like a ‘food hall’.’’

The report echoes concerns by the Friends of the Queen Victoria Market lobby group, which opposes the revamp in its current form.

Spokeswoman Mary-Lou Howie questioned the timing of the report: “It is surprising that this has come at the end of the process when all the plans have been completed.”

City of Melbourne design director Rob Adams said keeping the atmosphere of the market was a fine balance.

“There’s a dilemma here with what we need to do in the 21st century in terms of things like occupational health and safety, forklifts mixing with pedestrians and food handling — and that atmosphere of the market, which in many ways is a messy atmosphere.

“But we won’t be taking away that hustle and bustle,’’ Mr Adams said.

Rob Adams, director of city design for the City of Melbourne. Aaron Francis/The Australian

RMIT consumer expert Con Stavros said markets needed to be authentic and sensory cues were important.

“Modern supermarkets are curated to within an inch of their lives but the market should have a sense of adventure,’’ Mr Stavros said.

“You don’t want anything highly stylised.’’

The proposed new traders’ pavilion at Queen Victoria Market

The site overhaul has the blessing of the state government but Heritage Victoria is reviewing the council’s plans to dismantle and reconstruct the century-old sheds to accommodate underground storage and car parking near the corner of Peel and Victoria streets.

The start of the revamp has been delayed by several months. Work to construct a pavilion on Queen St to house traders displaced by the redevelopment will begin later this year.

The $250 million project is also seen as a legacy project of Robert Doyle who resigned as Lord Mayor last Sunday. But the renewal has the support of most councillors.

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