It was a centre, one could say, ‘before its time’. But at the time of development there was no doubt about the region’s growth potential. Located south-west of Brisbane, Orion Springfield Central has just hit the $600 million MAT mark. Alison Flemming, General Manager, Portfolio Management at Mirvac, shares this article in the latest edition of SCN magazine.
Orion Springfield Central in Ipswich, Queensland recently surpassed $600 million in Moving Annual Turnover (MAT) – an achievement that represents a 7.5% year-on-year increase and stands as a powerful testament to the strategy and community spirit driving our success.
When Mirvac first established Orion in the heart of one of Australia’s fastest-growing regions, we knew we were building ahead of the curve. Rather than waiting for population density to catch up, we chose to be a foundational part of the community from day one. That vision is now being realised as Greater Springfield’s population surges towards 53,000 residents, with forecasts indicating it will more than double to 115,000 by 2036. The wider trade area we serve now spans approximately 325,500 people – and growing.
Mirvac is proudly committed to maximising the performance of its retail portfolio, which has benefited from being located in urban trade areas with affluent catchments experiencing high population growth. Our customer-obsessed approach to curating retail environments that reflect their communities has supported growth in customer visitation with thriving retail precincts supporting our retail partners to achieve sales growth.
Orion’s growth isn’t accidental. At Mirvac, our approach has always been about looking forward. We don’t just develop shopping centres; we create vibrant community spaces that serve as social and cultural anchors. Orion Springfield Central reflects this ethos perfectly.
We’ve designed it not just to meet the needs of today, but also to evolve alongside the community as it grows.
The success of Orion is the result of our integrated development model, which allows us to take a holistic approach to placemaking. That model has allowed the centre to stay relevant and valuable amid ongoing shifts in the retail landscape. It’s also why we’ve seen such strong engagement – with foot traffic growing at more than 9% year-on-year. People don’t just come to Orion to shop; they come to connect, relax and enjoy meaningful experiences.
Creating those experiences has been central to our strategy. By leveraging our deep customer knowledge we are creating immersive environments. These seamlessly blend digital with physical experiences, generating Instagram-worthy moments that drive retail customer, resident and worker engagement while supporting retailer performance and speaking directly to the Springfield community’s unique preferences and interests.
From the Orion Lagoon and Playground to the Sirius Dog Park and our vibrant calendar of events, we’ve worked hard to ensure Orion is a place that brings people together. Events like the monthly markets, our popular Quible Second Hand Designer Market, and the much-loved Dive in Movies have become key parts of the local lifestyle and reflect our commitment to sustainability, community and fun.
Despite broader economic pressures, we’ve seen a 3.8% rise in per capita retail spend in the region – a sign of both the resilience of the Springfield community and the value we continue to provide through a carefully curated retail mix. During the past year alone, we’ve welcomed 15 new retailers, including premium brands Pandora, Peter Alexander and Universal Store, along with popular dining options like Table 26. Travel Money, Roll’d, and Tommy Gun were also added to the mix in recent months.
Curation has been critical. It’s not just about adding stores – it’s also about ensuring that every new brand enhances the overall experience. We aim to deliver a balance of convenience and discovery, of everyday needs and aspirational moments. Our success during the 2024 Santa Sales season, where we led the nation for photo sales and visitation, shows just how much this strategy is resonating with our community.
Innovation is another pillar of our growth. We’ve embraced omni-channel retail, ensuring seamless transitions between digital and physical experiences. The growth of partner-facilitated delivery services also underscores this trend, with our retail partners reporting that instant delivery is supporting sales growth while providing flexibility in their model. Consumers can now receive goods in as little as an hour, transforming customer expectations around retail convenience.
The Woolworths Direct-to-Boot service, for example, allows customers to order online and collect their groceries without leaving their car. And with the launch of WING Drone delivery, we’ve taken the next step towards transforming convenience by offering same-day drone delivery from select retailers.
These initiatives aren’t just about technology – they’re also about understanding how people want to shop and live, and adapting to meet those expectations.
Reaching the $600 million MAT milestone is more than a number – it’s a reflection of our deep commitment to creating places where people want to be. Places that adapt, inspire and evolve alongside their communities. Orion Springfield Central is, and will continue to be, a living example of how retail can contribute to the identity and future of a growing city.
As Greater Springfield continues to develop, our focus remains clear: to keep Orion at the heart of the community – a place of connection, discovery and local pride.
This article by Alison Flemming, General Manager, Portfolio Management at Mirvac, features in the latest edition of SCN magazine.
Add comment