Pride Thinking / Design Thinking

Celebrating, bolstering and protecting equality, diversity and inclusion.


It is not enough to provide a building, to get a good architect or great site or catchy logo. It is about the shared purpose and messages that run through the spaces or the systems of the communication and space that will make a great PRIDE community.

Nicole Kalms

The PRIDE CENTRE is a unique Victorian initiative that celebrates, bolsters and protects equality, diversity and inclusion. It is set to forge a new chapter in the narrative of Australian Pride by bringing the various legions of the city’s LGBTIQ community together in a single and powerful space.

The physical presence of the Victorian PRIDE CENTRE will provide an opportunity to celebrate the currency of Victoria’s diverse social composition; it will pave new directions for its future; and honour its brave, and at times difficult past.

MADA's XYX Lab are consulting with the Board, Tenants and Stakeholders of the Victoria PRIDE CENTRE to shape a new and shared story that will impact everything from the spatial qualities of the building to its online presence. The XYX Lab have begun this process by facilitating a Design Thinking Workshop around the Victorian PRIDE CENTRE’s unique narrative.

For more information about the PRIDE CENTRE, visit: