“They didn’t shy away from any situation and were a valuable partner during the development build process. The Atticism helped us engage our community, manage tricky situations, and evolve organically to capture our more-pessimistic Inner West audience. They’re true partners—friendly, approachable, and nothing was ever too much.”

— Amalia Collins, Marketing Manager, Marrickville Metro (AMP Capital)

Client 2018–2023 | Project Completed | PR, Brand, Community Engagement

Marrickville Metro: Strategic Communications for a $142M Redevelopment

Marrickville Metro isn’t your typical shopping centre. For over 30 years, it’s been the heartbeat of Sydney’s Inner West—valued as a community space as much as a retail destination. In 2018, AMP Capital announced a $142 million redevelopment to introduce Smidmore Street, a new dining precinct designed to usher in the next era for the Metro while staying true to its roots.

The Atticism was engaged early in the process to support communications and PR throughout the multi-year redevelopment, playing a pivotal role in both strategy and execution across all phases—from pre-construction to post-launch and stakeholder transition.

Our Role

As the PR and communications partner, we worked hand-in-hand with AMP Capital and 44 retailers across food, beauty, convenience, and fresh produce categories to ensure a smooth, authentic rollout.

Development-Stage Strategy

• Crafted tenancy application documents, branding guides, and staged public announcements.
• Shaped all messaging to speak to the Inner West’s unique, grassroots community values.
• Handled enquiry and stakeholder management with clarity and care.

Community Engagement & Crisis Management

• Developed and implemented communications plans to build public support and navigate community concerns.
• Supported crisis and issues management with transparency and responsiveness.

Retail Launch & Campaigns

• Delivered earned media, media buying, influencer campaigns, and content direction for Smidmore Street’s launch.
• Created visual storytelling assets and handled full media strategy for individual retailer promotions.

Transition Support

When AMP Capital divested the asset to new ownership, we remained onboard to manage communications through the transition—ensuring consistency, clarity, and a smooth handover across all PR and messaging.

Legacy of Success

This five-year partnership helped redefine Marrickville Metro’s identity while retaining its cultural authenticity—no small feat in one of Sydney’s most character-driven neighbourhoods. The result is a thriving precinct that feels just as much a part of the community today as it did decades ago, only with a refreshed vision that reflects its dynamic evolution.

Want to know how we help brands evolve without losing their soul? Get in touch for a custom case study.