A new chapter for Kensington Business Association under Brickville’s Sean McConville

Macaulay Rd has long been the heart of Kensington, but in recent years many shopfronts have sat empty, and momentum has stalled.

Now, local trader and community stalwart Sean McConville has stepped up to lead the Kensington Business Association (KBA) into a new era, with a vision to re-energise the precinct and bring the whole community along for the journey.

Mr McConville is best known locally as the founder of Brickville, the much-loved LEGO^® store on Macaulay Rd that has grown from a small pop-up into one of Australia’s largest collections of new and used sets, minifigures and rare pieces.

But behind the colourful bricks lies a seasoned corporate mind: before swapping boardrooms for building blocks, Mr McConville spent years in senior roles across market research, commercial planning and analytics, culminating as global head of pricing and marketing intelligence at Treasury Wine Estates. It’s a background he believes will serve Kensington well as he takes on the presidency of the City of Melbourne’s officially endorsed trader association.

“My whole career has been about understanding customers – who they are, what they need, and how businesses can grow by responding to that,” Mr McConville told North West City News.

Mr McConville is no newcomer to the neighbourhood. He has lived in Kensington for more than 30 years, raised children here, and has seen the suburb evolve through different eras.

“It’s a special place,” he said. “You’ve got this cultural diversity, a warm community where people recognise each other on the street and stop for a chat, and at the same time you’re just minutes from the CBD. That balance of being close to the city but still feeling like a village is what makes Kensington so appealing.”

That same proximity, however, also creates challenges. With Highpoint, Union Rd and the CBD all nearby, locals often look elsewhere for restaurants, retail and services. Mr McConville wants to change that.

“If we’re just a replica of every other shopping strip, people will keep going elsewhere,” he said. “We need to attract businesses that are different – things you can’t find five minutes down the road. Whether that’s specialty stores, creative spaces, galleries or unique food offerings, Kensington has to become a destination in its own right.”

The KBA has only 30 members, a modest base compared to the hundreds of businesses operating locally. Membership numbers matter – as part of the City of Melbourne’s precinct program, more members mean a stronger collective voice and greater access to funding for events, activations and advocacy.

Mr McConville acknowledges the association hasn’t always lived up to its potential but is determined to reset.

“The feedback I’ve heard is that people haven’t seen the value in joining,” he said. 

“Our biggest challenge is to change that perception by showing real, tangible benefits. That might be forums with the council, updates on local projects like the West Gate Tunnel, or simply celebrating wins like how quickly graffiti has been removed in our area. When businesses see those outcomes, they’ll see why it’s worth being part of the association.”

He also wants to broaden the association’s reach beyond traders. “It’s not just about shop owners,” he said. “We need to talk to residents, schools, sports clubs, community groups – everyone who has a stake in Kensington. If we want to revitalise Macaulay Rd, it has to be a whole-of-community conversation.”

Brickville itself embodies what McConville hopes to see more of in Kensington: a place that’s not only a business but also a community hub.

What began as a way of managing personal grief and stress following the passing of his wife in 2018 through rebuilding LEGO® sets with his kids has become a thriving store where collectors, families and enthusiasts gather.

Under his leadership, the KBA will focus on rebuilding trust, growing membership and advocating for improvements to the streetscape. Longer term, he hopes to see Kensington become a destination precinct recognised for its character and creativity. 

“I’m not here to promote my own business – I’ll benefit if the street thrives, just like everyone else will,” he said. “My goal is to help others promote theirs, to provide mentorship, guidance, even some of the market insights from my corporate background.”

As Kensington looks to its future, the message from its new business leader is clear: the door is open, and everyone is invited to help shape what comes next. He encourages locals to reach out, connect, and be part of the conversation.

“The more voices we have, the more we can benefit the area.” •