Retail Reinvention Series · Part 1

Repositioning — From 24 Hours to All Hours

Make it stand out

Whatever it is, the way you tell your story online can make all the difference.

When we first looked at Burwood One, we asked a simple question —
What does “24 hours” really mean?

Most people think it means “always open.”
But from a management perspective, that’s only the surface.

For us, it was about repositioning time as value — not just hours of operation, but hours of relevance.
If a shopping centre is open 24 hours a day but no one feels connected to it at 11 p.m., then it isn’t “always on.”

So, we started from the inside out —

• Redefining purpose: from a transactional stop to a daily anchor for community life.

• Reallocating space: introducing family-oriented F&B and entertainment around the anchors to create rhythm and flow.

• Rebalancing tenant mix: from general retail to experience-led categories that extend dwell time and emotional connection.

The result was not just a lift in MAT (+38%) or foot traffic (+24%), but a shift in perception.
People began to see Burwood One not as a place that stays open, but a place that stays relevant.

Repositioning isn’t about changing where you are on the map;
it’s about changing where you live in people’s minds.

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