Surfers Paradise People’s Esplanade Pop-Up

Reshaping a Surfers Paradise destination into a pedestrian-first experience that unlocks new energy, vibrancy and connection along the foreshore.

Surfers Paradise is one of Australia’s most iconic coastal destinations — a place constantly on show, shifting with the rhythm of locals, visitors, and seasons. The People’s Esplanade pop-up reimagines this place as a dynamic public space designed for people to gather, play, relax, and connect. Using a ‘lighter, quicker', cheaper’ approach, this temporary activation explores how playful design, curated programming, and community input can shape a more inclusive, vibrant future for the precinct.

The recent Surfers Paradise Masterplan proposes some big moves, the key element being a closure of the Esplanade to traffic to create more space for pedestrian movement. The City was eager to test what the implementation of this bold design would mean for businesses, locals and visitors as well as introduce the concept to the community to assess the response.

Our task therefore was to support the road closure with a 12-week, 24/7 activation, demonstrate the benefits this could create for the place and engage with locals and visitors to gauge their response. The project included ongoing data gathering, monitoring and evaluation that will support the City in decision-making and progress with confidence once the trial is complete.

Client: City of Gold Coast

Partners: A Social Purpose + Relative Creative

Co-designed with internal and external stakeholders, the project is centred around five zones each offering a distinct set of experiences for targeted user groups. From roving performers and sunset buskers to interactive murals, long-table gatherings and active wellness sessions, the program encourages participation at every turn. It also includes innovative ways to collect community stories, feedback and data through creative activities.

The best decisions are backed up by data, so a robust evaluation framework was established at the start of the project. Fourfold’s primary goal was to measure success from a placemaking perspective - how did changing the physical space change perspectives of Surfers Paradise, what did locals value in the activation and how can the temporary installations inform the design for potential permanent closure?

Various tools were utilised including social media monitoring, a voting system for quantitative data and engagement activities for qualitative data. At the end of the 12 weeks this will result in deep insights with plenty of contextual understanding to paint a clear picture of the community’s place experience.

By testing activations in real-time, gathering local input, and building partnerships with local businesses and creatives, the project sets the stage for longer-term transformation through a people-first lens.

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