The corner of Brougham and Yarra Streets was occupied by the Melbourne Electric Supply Company office building, and the Geelong Power Station, which dated back to 1901.

The woolstore dated back to the 1940s, and was extended eastwards towards the Geelong Club building in 1952 when the adjacent Mack's Hotel was purchased and demolished.

The Geelong Regional Commission on 6 November 1981 released a plan that would see a massive shopping centre extend from Little Malop Street through to the waterfront.

The former power station was totally demolished, with the Strachan woolstores, Blakistons's offices and tram depot stripped internally, with only the facades reused.

After Westfield's acquisition of the centre, the new management increased the percentage of lettable area inside the complex, with new walkways constructed and the main atrium filled with additional stores and kiosks.

The early 2000s saw proposals floated for the expansion of the shopping centre, utilising a flyover over Yarra Street, but this was met with a negative response from the community.

The development was given approval on 21 June 2006[6] and construction commenced in February 2007 and resulted in major closures to various parts of the centre, with Big W to be the key tenant of the Yarra Street section.

A number of smaller shops on both the ground and first floors were temporary closed, along with the Coles supermarket and the eastern pedestrian entry from Yarra Street.

During construction in April 2008 a fire broke inside the complex taking two hours to extinguish,[7] and in May 2008 a tradesman was injured when pinned against a beam while operating a cherry picker.