In 2016, Assembly + Co. were engaged by Sirona Capital to curate the retail product and develop the market strategy for the revitalisation of Kings Square in Fremantle.

The mixed use project involves the co-ordinated redevelopment of the Queensgate building and carpark along with the former Myer building in the heart of the port city.

Assembly + Co. worked with the client team to curate and commission research, brand and architecture informing design, product and place.

FOMO was launched to market in 2017 through a national partnership with The Australia.

In 2018, the project embarked on its first large scale community engagement campaign FOMO FREO COLOUR.

People of all ages were invited to register for their free place at one of 320 easels at Fremantle Oval to paint what Freo means to them.

A FREE community art event for everyone, FOMO FREO Colour was the biggest paint-in of its kind ever seen in WA with over 850 people in attendance.

Assembly + Co. continue to work with Sirona Capital to bring FOMO FREO to life. FOMO FREO will launch in 2020.


  • HDR
  • Hassell
  • Macro Plan Dimasi
  • Painted Dog Research
  • Zebra Creative
  • Pixel Flakes
  • News Ltd

*Photography by Taryn Hayes