Jam Factory set for major redevelopment in bid to revive Chapel Street

Massive plans to redevelop the former heartbeat of Chapel St have been revealed, with hopes the mega-makeover will breathe new life into the struggling area.

An artist's impression of the revamped plans for a major redevelopment of the jam factory precinct in Prahran. Picture: Supplied

Property developer Tim Gurner has submitted third and final plans for a major redevelopment of Melbourne’s popular Jam Factory precinct.

Gurner Group and real estate investment firm Qualitas will on Monday officially unveil a revised blueprint for a landmark $3.75b transformation of the Chapel St site in South Yarra.

The Herald Sun can reveal the latest submission seeks to replace a previously approved “box-style” commercial tower fronting Chapel St with a new architectural vision.

New artist’s impressions show the updated plans for “fluted” towers that rise from the heritage facade, as well as reconstruction of an iconic chimney as a centrepiece of a central piazza.

They include 800 “ultra-premium residences”, about 20,000 sqm of luxury shops, commercial office spaces and hospitality areas.

Two “world-renowned hotel brands’’, soon to be announced, will form part of the makeover.

And a “fully reimagined Village Cinemas experience” has been designed to try and bring back the Jam Factory’s former glory as a Melbourne mecca for fashion, movie premieres and culture.

An artist's impression of the revamped plans for a major redevelopment of the jam factory precinct in Prahran.

Mr Gurner said the goal was to “take an Australian icon and recreate it into a new standard in global luxury.’’

“Our vision is to restore Chapel St and South Yarra to its former glory as a hub of culture,

fashion, and luxury, and bring global relevance back to one of Melbourne’s most important

suburbs,’’ he said.

Demolition work has already begun and once complete the new Jam Factory site

will be 20,000 sqm — equivalent to the size of the MCG.

A commercial tower with state-of-the-art workspaces forms part of the plans, as well the revitalisation of Garden St, to transform a forgotten laneway into a key arrival point.

An artist's impression of the revamped plans for a major redevelopment of the jam factory precinct in Prahran.

“Lovers Walk” will become a retail and dining laneway through the precinct, lined

with luxury brands and some of Melbourne’s best eateries, venues and bars

The new plans also increase building setbacks and 10 per cent more sunlight in open space areas, in a move hoped to encourage public use.

Village Roadshow executive chairman Robert Kirby said: “This extraordinary reimagined $3b Jam Factory development is a unique opportunity to introduce a whole new generation of luxury cinema going.

“Our mission and commitment will be to create the best cinemas in the entire world.”

Originally built in 1858, the Jam Factory has been a preserve production hub, brewery and retail hub before its current revamp.

Despite its previous status as the heartbeat of Chapel St, the Jam Factory precinct had been described as a ghost town in recent years.

It is hoped the mega-makeover will breathe new life into the area, in a win for traders, residents and visitors but concerns have been raised about likely increases in traffic.