The Meadow
“The Meadow is a fresh, welcoming and energetic space located in the heart of Melbourne. With a variety of interesting and versatile spaces, The Meadow offers a new perspective for research groups, workshops, training and any other event.”
Writers block. It’s the pits. As I sit here staring blankly at a computer screen thinking of absolutely nothing while my mind wanders out into the abyss of journalism limbo, I can’t help ponder to myself if such a hollow state would even exist at The Meadow. The world in which Kirby Mackrill is a part of is one that signifies pure nostalgia. You know that saying ‘never judge a book by its cover (or title)’, well in this case I’m giving you permission to do just that. The thought of lying on luscious green grass with the sun bellowing down on your face as the light breeze tickles your nose sounds idyllic yeah? Well picture that being transformed into a ‘market research’ and ‘workshop’ office space. Hard to fathom right? Well guess what, it exists.
Market research centres are notorious for delivering dull, non-life-like, oxygen deprived and harshly lit rooms, where people are forced to do whatever it is that they are told (or not told). The Meadow takes this harsh generalisation and transforms its cruel stigma into an environment that affects behaviour in a peaceful, soothing and vibrant way. Marketing agencies involved get to experience a comfortable setting that’s not being offered anywhere else. The idea behind it all is to represent a space that’s fresh and invigorating, yet calm.
When people walk into The Meadow to take part in a workshop or market research program, they immediately feel the warmth of a community, where the belief that ones surroundings has a profound effect on how the mind and body responds to set tasks. Quite simply there are no other spaces quite like it. The unique ability to make everything in the world feel right is a credit to the three gentlemen masterminds behind the idea and of course Kirby.
Kirby’s background is (surprise, surprise) psychology. Having completed her degree, the traditional path of securing postgraduate honours and masters (etc) was something Kirby felt could wait…A shift in direction was needed. Transitioning into a human resources role presented Kirby with the perfect platform to become hands on and engaged with people from all walks of life. From there it was The Meadow that offered the opportunity for Kirby to step into a client services managerial position. That was two years ago, and Kirby has loved every minute of it. Which isn’t surprising given the tranquil nature the space permeates on a daily basis. In Kirby’s words, ‘everything just makes sense’.
When I brought up a potential chance for The Meadow to become a co-working hub, Kirby informed me that the idea had been floated around, but it was more to do with ‘finding that balance’. What Kirby and the team offer is not being done anywhere else in Melbourne, let alone Australia. Reiterating the notion of ‘Zen’ as the core principle within the walls of The Meadow, as well as the dominant focus on market research and workshops for external businesses — which has been well received from a plethora of banking companies as well as New Zealand’s Trade and Enterprise sector. Opening up The Meadow in another city hasn’t been ruled out either…
It’s interesting to note that there has been very minimal advertising of The Meadow. As Kirby explained ‘Google works wonders’ and I tend to agree. Perhaps it’s the organic nature of the space that refrains Kirby and the team from being forceful in getting people through the doors. Or maybe there just isn’t the need? According to Kirby it all comes down to word-of-mouth, where a form of Chinese whispers eventuates, and people start coming through the doors. Whatever the case may be, the balance has been set, and it would seem that there are no issues at all.
When The Meadow isn’t playing host to workshops and market research sessions, it’s transformed into an exhibition filled with art and photo shoots. The latter recently came in the form of a boutique children's fashion label Milk and Soda (where sophistication is regarded a necessity for a child). The team from the high-end clothes brand decided that The Meadow was the perfect space to shoot (photographically speaking) kids running around with pugs wearing bow ties (the children, not the dogs). Kirby informed me that it was a fun and successful day for all involved — the pugs especially.
If things happen to be quiet at The Meadow, Kirby keeps herself busy developing an app called My Baby Companion. It’s primary focus is to act as an organisational tool for expecting and current parents. So far so good for Kirby, as it’s been live for six months and has already been downloaded 1500 times. The feedback, well it’s all been super positive. Android version coming soon also…so stay tuned for that ‘baby’.
It would be remiss of me to not mention the personal touch each room that makes up The Meadow has. The team from Hello City were responsible for creating a space that is beautiful yet fully functional. The entrance — or as it’s referred to ‘The Clearing’ greets guests on arrival and presents an open air feel that makes you at ease straight away. The boardroom — ‘Naturalist Study’ is far from what your regular boardroom looks like. In fact the table in the middle is made from a basketball court…Pretty cool right!? Next door is the ‘Hunting Lodge’ — the thought process behind the name is simple: It’s what you’d expect a hunters country house to look like. The best part is that there are mock animal heads on the wall, made out of old cement bags, covered in paper mache that are from old recycled French books. The lounge room is referred to as ‘The Undergrowth’ where a warm dark ambiance breathes throughout. Think a cosy nest that’s underground, where badgers are minding their own business, while above the ground foxes causing havoc. Yeah!? The final room at the back is called ‘The Patio’. Its fresh green grass feel signifies a warm summer’s day where the old man is out in the garden doing some mowing whilst listening to the cricket on his portable radio. Immediately brings a smile to anyone’s face. Combine all the rooms and you’ve got yourself a fresh, vibrant and eco friendly space that is The Meadow.
The Meadow is a naturalistic hub where corporate companies and market researchers are able to open up and embrace a holistic approach to the task at hand. Kirby’s friendly approach and big smile makes it all the more worthwhile to check out and get involved with…
