[1][2] Brand Junction, which was approved by the City of Whittlesea in 2005, has been built by St Hilliers at an expected cost of A$40 million, and is expected to include a Coles supermarket,[3] 28 specialty stores and up to 90 factory outlets in tenancies ranging from 80 square meters to over 500 square meters and offering discounted fashion, footwear, homewares, shopping and lifestyle goods from name brands.

Historically, what is now the University Hill precinct was originally used from October 1920 until July 1925 as a farm by the Australian Red Cross for training ex-servicemen convalescing for tuberculosis.

The report attributed the failure to implement the project to several factors, including lack of State Government support, absence of private sector involvement and investment, and inadequate resources within RMIT.

On 5 March 2003 the Victorian Minister for Education granted permission for the University to sell the 103.8 hectares (256.5 acres) still in their possession,[11] and a public tender process was conducted on RMIT's behalf by Jones Lang LaSalle.

[12] The tender was won by Melbourne developer MAB Corporation,[13] who worked with the City of Whittlesea to create a new master plan for a mixed-use urban village consisting of industrial, retail, residential and community facilities.