Controversy has erupted over a large Ralph Lauren billboard installed at Melbourne’s heritage-listed Federation Square. The advertisement, prominently displayed on the façade of the square’s main building, has sparked public outcry and debate about the commercialisation of one of the city’s most iconic public spaces.
Critics argue that the billboard undermines the cultural and architectural significance of Federation Square, which was granted heritage status in 2019 to preserve its unique design and civic purpose.
Many Melburnians have taken to social media to express their disapproval, describing the advertisement as “jarring” and “out of place” in a space meant for public gatherings and cultural events.
Supporters of the billboard contend that commercial partnerships are necessary for the financial sustainability of public spaces like Federation Square. They argue that such collaborations can fund maintenance and programming, ensuring the square remains a vibrant part of the city. However, opponents believe that this sets a concerning precedent, where corporate interests could increasingly encroach upon public domains.
The controversy has prompted calls for clearer guidelines on advertising in heritage-listed sites. Heritage Victoria, the state’s heritage authority, is reportedly reviewing the approval process that allowed the billboard’s installation.
Meanwhile, advocacy groups are urging the government to prioritize the preservation of public spaces over commercial interests.
This isn’t the first time that commercialisation at Fed Square has drawn criticism. Federation Square, since its inception in 2002, has been a focal point for civic life in Melbourne, hosting cultural events, public gatherings, and political demonstrations. Its role as a public space has often clashed with commercial interests.
A notable example is the proposed Apple flagship store in 2017, which faced significant public backlash. Critics argued that introducing a major commercial entity into the square would undermine its civic purpose and accessibility.
The campaign “Our City, Our Square” emerged in response, emphasizing the importance of preserving public spaces from corporate encroachment. This movement led to Federation Square being granted heritage status in 2019, ensuring greater protection against future commercial developments
