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Editions

Fresh (F)route for Docklands

30 Jul 2013

Fresh (F)route for Docklands Image

A new social enterprise opening in Docklands this month will bring a pocket of East Gippsland to Docklands.

(F)route is an arts project which has been invited to take up a shop-front in the Waterfront City Piazza as part Renew Australia’s Docklands Spaces project.

The initiative allows creative projects to access unleased spaces rent-free on a month-to-month basis.

This allows landlords to reclaim their properties quickly should they get a commercial offer, while activating the area.

(F)route is an initiative which first came to “fruition” around three years ago in East Gippsland. According to founder Andrea Lane,  it started with people sharing fruit-breakfasts in fruit-filled locations.

The group grew, attracting locals, travellers, artists, fruit growers and, according to Ms Lane “the most interesting people in the region”.

Eventually (F)route became its own community and movement and evolved into the idea of a destination or brand.

“We’ve built on the idea that (F)route is becoming a destination, an experience, a trail that like-minded travellers might just like to know about,” Ms Lane said.

According to Ms Lane, (F)route has now evolved into a plan to cultivate an income for the people who create the regional experience.

And so, (F)route’s Docklands space will be an artist made travel bureau, creating a physical presence for the idea.

But the space won’t be your run-of-the-mill tourism presence.

“We want to show off what we know is great about travelling in regional Victoria, through the eyes of our artists and fruitists,” Andrea said.

According to Ms Lane, (F)route’s involvement in the Docklands Spaces initiatives is about finding a sustainable business model to reward the contribution that creatives make to regional life.

(F)route will also exhibit art, will hold hands-on workshops presented by regional artists in collaboration with Melbourne-based supporters and will have occasional (f)route breakfasts.

“The (F)route community is very excited about this Docklands presence, we see it as a bit of a game changer. Everyone is taking notice and I’m sure we’ll have a real impact around the buzz on the piazza,” Ms Lane said.

The space is set to open this month, with an official launch planned for September 1.

For more information on the (F)route movement see http://www.froute.com.au

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