An Art Collection Shaped by Place: Fitzroy & Co
In-Building Art Collection
Fitzroy, Victoria
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Arts & Cultural Strategy
Art Curation
Artwork Commissioning and Procurement
Plaque Design
Delivery & Installation
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In-Building Art Collection
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Ben Baldwin
Clare Scanlan
Cordon Salon
Dane Lovett
Darren Song
Eleanor Louise Butt
Forma(ea)
Hannah Hall
The Huxleys
Lisa Waup
Peter Hood
Tai Snaith
Yolanda Scholz Vinall -
Est.
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Nicole Reed
WRAP was engaged by Est. to act as lead curator for the Fitzroy & Co residential art collection, developing a site-wide curatorial framework and delivering a significant multi-artist commissioning program embedded within one of Melbourne’s most culturally rich neighbourhoods.
Our Role
WRAP’s role encompassed the full curatorial and delivery lifecycle of the project: development of the curatorial framework, artist identification and commissioning, contract negotiation, stakeholder engagement, design development, fabrication oversight, logistics coordination and final installation. Working closely with Est., we ensured each artwork was fully integrated into the architectural and interior narrative of the building, contributing to a cohesive and meaningful residential experience.
Our approach began with a deep reading of Fitzroy North’s layered histories—its long-standing associations with making, textiles, trade and creative subcultures, as well as the spirit of creativity and eclecticism that continues to define the area today. From these foundations, we developed a curatorial strategy that responded directly to the site’s cultural and spatial narratives, shaping an art collection that would feel both deeply rooted, playful and distinctly contemporary.
Working closely with the project team, we identified moments throughout the interiors where art could shape experience, creating thresholds, anchoring gathering spaces, and sparking moments for both reflection, joy, and curiosity.
Across the building, works speak to the nearby Merri creek and its significance as a living waterway within the urban landscape; to found imagery and photographic archives that explore memory, history and everyday life; and to textile traditions reimagined through contemporary practice. Artists such as Ben Baldwin works with water and steel to craft a captivating lobby piece, Dane Lovett’s intimate paintings of nature draw reference from his walks along the Merri Creek, the Huxley’s ‘Burger Kings’ photographed at the nearby McDonalds hangs in the record lounge. Each artist brings a distinct approach—ranging from reworked archival photography and repurposed textiles sourced from local op shops, to celebratory explorations of performance, identity and creativity.
Each artwork in the collection has been carefully curated in response to the building’s programmatic intent — from moments of arrival and transition, to spaces of gathering, rest and reflection.
The Result
The Fitzroy & Co collection reflects a commitment to place-led commissioning and contemporary Australian practice—demonstrating how art can activate residential environments, deepen connection to context and creativity, and create lasting cultural value within the built form.
→ ARTIST/S
Benjamin Baldwin, Clare Scanlan, Cordon Salon, Dane Lovett, Darren Song, Eleanor Louise Butt, Forma(ea), Hannah Hall, The Huxleys, Lisa Waup, Meagan Streader, Peter Hood (Kurnai/Yorta Yorta), Tai Snaith, Yolanda Scholz Vinall
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