Tyrian Purple > 14 Queens Road, Melbourne

After snaring the site for $13 million during February 2013, Melbourne-based property developer Hallmarc has moved ahead with designs for its 14 Queens Road development parcel. Currently a 1970's vintage 12 level commercial complex known as Atari House, plans before City of Port Phillip are seeking permission to refurbish and extend the existing structure.

In the process Atari House would be no more, rebranded as Tyrian Queens Road in line with Hallmarc's existing serviced apartment brand.

Project profile

Tyrian @ 14 Queens Road, Melbourne

  • Developer: Hallmarc
  • Architect: David Elliott Architects
  • Site: 2326 m²
  • Redeveloped to 14 levels and 45.15 metres in height
  • 143 dwellings split between 73 traditional apartments and 70 Tyrian-branded serviced apartments
  • 72 car parks, 54 stores and 42 bicycle bays
  • Walkscore: 83

A familiar design

The single three-dimensional image within the planning application makes for uncertain viewing, aesthetically at least, with the design difficult to grasp. Upon viewing the existing Tyrian outlet on Johnston Street, Fitzroy the design and colour impetus becomes apparent with the Fitzroy complex seemingly forging the way for 14 Queens Road.

External materials are near identical with 12 Queens Road featuring a mixture of charcoal, bronze and purple cladding, timber lining to Queens Lane, bluestone detailing, charcoal perforated metal screens and grey/purple glass. Purple being the necessary element, as Tyrian refers to the colour of dye obtained from some molluscs which in turn was used to dye fabrics.

The revamped 14 Queens Road will feature two additional levels atop the existing structure while plans also call for the floorplates to be extended toward Queens Road. The result would see a podium employed while floors 6-12 would feature curved/indented balconies, adding a point of difference to an otherwise generally rectangular design.

The existing basement structure will be slightly augmented to accommodate its new use while services will be bought up to an energy efficient standard. Overall the complex would be accredited with a 4 Green Star rating, with preliminary inspections awarding a score of 49.

The Tyrian touch

As mentioned the serviced apartment component absorbs 70 rooms, broken down to 20 x studio, 20 x one bedroom, 20 x two bedroom and 10 x three bedroom. Likely indicative of 14 Queens Road's interiors, the existing Tyrian's gallery page shows bright interiors contrasted by rich fixtures and furnishings.

Ground level features a Porte Cochere entrance while amenity includes the obligatory gym, common areas etc. Retention of the existing 130 m² cafe is proposed once works have been completed.

Love thy neighbour

Adjoining 12 Queens Road is also subject to a 20 level residential planning application, covered by Urban Melbourne during March. Assuming both projects receive planning approval within a similar time frame, it is feasible both may proceed to construction within close proximity of one another.

Should this be the case 408 new dwellings would flood into this pocket of Queens Road, further eroding the area's traditional commercial background.

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