Fridcorp host completion party for Avenue in South Yarra

Property developer Fridcorp was last night the host of a glitzy party at the launch of their newly completed 16 storey tower, Avenue.

Avenue, situated on the corner of Chapel Street and Alexandra Avenue, South Yarra, is a $120 million section of the Forest Hill rejuvenation plan.

The result is an impressive rippled rose colour glass design by architect Elenberg Fraser, peering over a key stretch of the Yarra River.

“Avenue is about great things coming together. It's where three of the most recognised design teams in attainable luxury collaborate; Fridcorp, the developer, Elenberg Fraser, the architect and Hecker Guthrie, the interior designer,” said Fridcorp director Paul Fridman.

“We are extremely proud of Avenue, with its uninterrupted City and Yarra views across 16 levels with every apartment meticulously designed for modern day living,” said Fridman.

The completion party was a suitably stylish affair, with white-feathered models greeting attendees.

But the centre of attention for this party was My Kitchen Rules judge, celebrity chef Manu Fiedel, who was at hand in the kitchen catering for the event.  Lydia Schiavello of The Real Housewives of Melbourne was also in attendance.

The development of Avenue was often controversial. Initial plans for a 25 storey tower atop the former Lamborghini dealership site were bitterly contested by parents at the nearby Melbourne High School, and billionaire Lindsey Fox.

In 2011, Fairfax reported that Fridcorp had doubled the density of the project, rebranding it as Avenue.

Although the party celebrated the completion of Avenue, Fridcorp is still active in South Yarra with construction continuing at the nearby mixed-use development, lilli, home to Fiedel’s new restaurant Le Grande Cirque.