SMA Projects and Hayball team up on Gore Street

SMA Projects and Hayball team up on Gore Street
Laurence DragomirAugust 16, 2018

Developer SMA Projects has partnered with Hayball architects to develop a seven-storey apartment building on one of the last development sites on Fitzroy’s Gore Street.

Situated at 250 Gore Street, the development which will be known as Fitzroy Ltd draws on the raw and refined materiality of Fitzroy's industrial past.

Fitzroy Ltd represents SMA Projects third foray on Gore Street and follows on from The Lyric - also designed by Hayball - and the completed Veludo development.

SMA Projects and Hayball team up on Gore Street
Fitzroy Ltd's Hodgson Street elevation. Image: SMA Projects

The development will feature a mix of one, two and three-bedroom apartments, in addition to a full-floor penthouse.

Fitzroy Ltd has been designed to sit comfortably within the streetscape and is located in close proximity to both Fitzroy and Carlton Gardens.

The building's exterior will feature materials such as bluestone and metal, while the textured brickwork will add to the fine grain character, complementing the neighbouring Victorian terraces.

A private rooftop offering residents respite and city views within a garden setting will crown the building and comes complete with outdoor dining, a BBQ and firepit.

According to SMA Projects, Fitzroy Ltd is expected to appeal buyers seeking Fitzroy's socially and culturally diverse lifestyle.

SMA Projects has engaged interior designer Kate Roach for the Fitzroy Ltd interiors, with buyers offered the opportunity to collaborate one-on-one with Roach to suit their individual style and needs.

Demolition is due to begin in December with construction proper commencing early 2019 and an anticipated completion date of December 2020.

SMA Projects and Hayball team up on Gore Street
Vignette's of the entry experience, streetscape and ground floor apartment. Images: SMA Projects

What they say...

Fitzroy Ltd will appeal to buyers who are looking for a home which is bespoke, functional and different from the norm.

The location is just 50m from Smith Street offering residents premium shopping and dining amenities, with the Melbourne CBD a short walk, cycle or tram ride away.

SMA Projects has now successfully secured approvals for six residential developments in Fitzroy and the surrounding suburbs. Fitzroy Ltd is a further testament to our ability to create homes that are sympathetic to the heritage and unique character of this area and the people who live within it.

Certain features at Fitzroy Ltd can be attributed to purchaser feedback from our previous developments such as the kitchen design, bathroom functionality and apartment storage. It’s the little things that count at Fitzroy Ltd. 

- Robert Murphy, SMA Projects development manager


When considering the interiors for Fitzroy Ltd, I was inspired by the sense of place and the people who wanted to live there. I wanted to take a more classic direction to ensure we celebrated Fitzroy’s unpretentious ‘cool.

The suite of materials we’ve chosen for Fitzroy Ltd have created a more discerning finish that is less overt and celebrates the natural and untreated aesthetic of the Fitzroy neighbourhood.

Kate Roach, Interior Designer

Laurence Dragomir

Laurence Dragomir is one of the co-founders of Urban Melbourne. Laurence has developed a wealth of knowledge and experience working in both the private and public sector specialising in architecture, urban design and planning. He also has a keen interest in the built environment, cities and Star Wars.

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