Through yesterday's saturated media coverage it was referred to as Australia 108; even the Planning Minister's media release referred to the nation's pending tallest tower as Australia 108. Evidently the developer has other ideas, with the official media release making scant reference to the moniker, with "70 Southbank Boulevard" preferred.
The only reference made by World Class Land of Australia 108 in its extensive media release was the last line which read: "Its design has had a number of previous incarnations, with a 388 metre tower dubbed Australia 108 approved for the site in March 2013, but scaled back due to air safety regulations."
Not a particularly rousing endorsement of Australia 108, rightfully so given 70 Southbank Boulevard will now only carry 100 levels, which tends to make the 108 connotation obsolete. So the hot tip? Watch for a new name and associated branding campaign to be revealed as marketing commences early next year for the 1,105 apartments.
We are extremely proud to be able to deliver such a landmark project in Melbourne, where we see a great appetite for luxury apartment living [...] we believe this building will play a major role in showcasing Melbourne as a world-class city and leader in modern architecture.Koh Wee Seng, Aspial CEO
This spectacular building will define Melbourne’s coming of age as a world-class and progressive international city. There is nothing else like it – in height, luxury, aspect and amenity. This is a building that will capture the attention of people from around the world with its dramatic silhouette and curved façade.
It will rival iconic Melbourne attractions such as the Eureka Tower, Federation Square and Flinders Street Station to become our city’s tallest landmark, stimulating tourism and providing the best in high density vertical living.Nonda Katsalidis, Fender Katsalidis Architects
City Road has a desperate, almost morose look about it at street level during the best of times. Too many towers have far too little character with the podium-tower typology holding sway, and generally not executed overly well giving the precinct a generic look.
The above image smashes the City Road stereotype. Retained warehouse facade topped by a dynamic, layered podium that shrouds the car park levels perfectly. Retail at ground floor, the excellent 'green urban trellis' over the podium and extensive facilities for residents through the podium draws activity and interest closer to the street level which will go some way to giving an area devoid of character a point of interest.
And the tower above doesn't look half bad either.