388 George Street, Sydney.

388 George Street, Sydney.

The Challenge

388 George Street — an iconic 1970s commercial building on one of Sydney's most visible CBD corners — required a complete repositioning as a world-class mixed-use development. The $200 million upgrade coincided with the pedestrianisation of George Street, creating a once-in-a-generation opportunity to redefine how luxury retail and contemporary food and beverage could coexist within a reimagined five-level retail podium in the heart of the CBD.

What We Delivered

Noble & Co. led retail strategy, leasing, tenant mix development, and delivery management for the full retail repositioning of 388 George Street. Our work included identifying and securing luxury flagship opportunities for Cartier and Bally on George and King Streets, delivering Locali by Romeo's — Sydney's first Italian curated food hall — and activating an intimate rooftop food and beverage venue across a five-level retail pavilion.

The Outcome

The successful transformation of 388 George Street into a benchmark luxury and lifestyle destination in the Sydney CBD — home to Cartier, Bally, Locali by Romeo's, and a rooftop dining experience, establishing a new standard for mixed-use retail repositioning in Australia's premium commercial market.

Developer: Brookfield Properties + Investa
Role: National Retail Development Manager

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