Residential Heritage HBU

East Melbourne · Victoria

The Victoria Albert, Victoria

A 1.4-hectare redevelopment of the 1882 Victoria Brewery into 144 premium residences — sold out before demolition, and beating feasibility by over $10 million.

Residences

144

Apartments · townhouses · penthouses

Land area

1.4 ha

5,984 sqm footprint

Heritage

1882

Former Victoria Brewery

Over feasibility

$10 M+

Sales above projection

Completed

1993

Sold out before demolition

Project overview

Compete on quality, not price.

On a 1.4-hectare site between Victoria Parade and Albert Street in East Melbourne stood the Victoria Brewery — an original structure dating to 1882, and the canvas for one of inner Melbourne’s most significant residential redevelopments.

Rather than competing on price, Phil Mollard chose to compete on quality — 144 premium residences across apartments, townhouses and penthouses, weighted to three- and four-bedroom homes for discerning owner-occupiers, in a Neo-Georgian design that restored heritage elements of the original brewery.

The Challenge

A landmark 1.4-hectare inner-Melbourne site carrying the heritage of the 1882 Victoria Brewery — a redevelopment where the easy move was to compete on price, and the better move was harder.

ii.

The Approach

Rather than competing on price, Phil Mollard chose to compete on quality. The scheme delivered 144 premium residences — apartments, townhouses and penthouses, weighted to three- and four-bedroom homes for discerning owner-occupiers — in a Neo-Georgian design that restored heritage elements of the original brewery. MPG led the property acquisition, the highest and best use analysis and the development management.

iii.

The Outcome

The development sold out prior to demolition, and sales revenue exceeded the feasibility projections by over $10 million — proof that, on the right site, quality outperforms price.

Inside the development

Built to compete on quality.

The amenity that set 144 residences apart.

Two Rooftop Gardens

Two rooftop gardens of 1,600 square metres each.

ii.

Pool, Sauna & Steam Room

A swimming pool, sauna and steam room for residents.

iii.

Residents' Gymnasium

A residents-only gymnasium.

iv.

Billiards & Car Wash Bay

A billiards room and a car wash bay.

Underground Parking

Underground parking beneath a landscaped courtyard.

vi.

Neo-Georgian Heritage Design

Restored heritage elements from the original 1882 Victoria Brewery.

Project gallery