Beyonce inspired tower gives Warwick Capper the boot in Fragrance Group's Spencer Street highrise
The landmark Melbourne apartment development Premier Tower has secured 60% off the plan pre-sales in its stage one launch last month with a selection of one bedroom, one bedroom-plus-study and two bedroom configurations. Around half went to offshore buyers seemingly galvanised by the new Victorian Government stamp duty on foreign buyers that began July 1.
Premier Tower is an eye-catching mixed use tower located at the corner of Spencer Street and Bourke Streets, opposite Southern Cross Station consisting of 780 residential apartments over 68 levels.
There will also be a boutique hotel housed in the podium levels hosting 175 rooms. Construction is due to commence early next year.
“We are excited to be launching our first Melbourne development project and are thrilled with the strong response from the market in these early stages,” Fragrance Group's Adrian Lim said in a press release issued by Colliers International.
The Elenberg Fraser-designed project is being marketed by Colliers International and project managed by PDS Group.
Tim Storey, Colliers International managing director of residential, said the strong initial response to the project demonstrated ongoing the strength of the Melbourne CBD market.
Residential amenities will include grand ground level entry foyer, swimming pool, gym, residential lounges, concierge services, a garden lounge, outdoor fitness zone, sauna and steam room, games and golf area and fully equipped catering kitchens.
Premier apartment residents will also have access to the Premier Club and other exclusive amenities such as a library, private dining rooms and kitchen facilities, a theatre, billiard room and karaoke and media room.
The curvy tower design, by Elenberg Fraser, was reputedly bizarrely inspired by Beyonce with another press release to Fairfax Media suggesting the design of the curvaceous building at 134 Spencer Street, has been inspired by Beyonce's Ghost film clip from Beyonce's self-titled album.
The media release said: "For those more on the art than science side, we will reveal that the form does pay homage to something more aesthetic – we're going to trust you've seen the music video for Beyonce's Ghost."
The tower replaces the Savoy Tavern best known for its Warwick Capper-hosted events after reopening following a closure of almost two decades.
The Singaporean property magnate Koh Wee Meng and his family will keep a suite of apartments at the very top of the high-rise CBD tower that his Fragrance Group is developing.
The Australian Financial Review noted the only problem is those apartments are on level 75 in a tower which has only approved 68 levels.
The revelation that Mr Koh and two of his sisters have acquired four sky-high apartments, along with one mid-level unit, was made to the Singapore stock exchange where Fragrance is listed, the AFR noted, in a sign Fragrance is planning to take the tower even higher.
But Planning Minister Richard Wynne cut the original proposal down from 294 metres to 226 metres, making it comply with aviation rules and preventing it overshadowing the Yarra River and this week Wynne advised: "The permit for 134-160 Spencer Street clearly states my approval for 68 storeys. The decision to reduce the height was supported by the City of Melbourne to avoid overshadowing the Yarra River."