Artemis, goddess of forests and hills, was the daughter of Zeus and Leto and one of the twelve Olympians of Greek mythology. This lane was named to acknowledge Melbourne's Greek Community, and in particular the presence of several Greek restaurants on Lonsdale Street. Artemis Lane is one of the new lanes created for the QV shopping complex between Swanston, Russell, Lonsdale and Little Lonsdale streets. It runs east-west off Russell Street towards QV square. The creation of new lanes such as Artemis Lane represents a contemporary trend in corporate retail development. Rob Adams, director of design and urban environment for the City of Melbourne, claims: 'there's been a real recognition that as far as retail, culture and experience, the laneways are as important as some of the bigger developments and streets'.