Historic Victorian Landmark to be Revitalised in $600M Development

Heritage Victoria has approved Alfasi Property’s $600 million transformation of the historic Bryant and May Industrial Complex in Cremorne, Melbourne.

Dubbed “Matchworks,” the ambitious project will reimagine 560 Church Street as a multi-use precinct that celebrates the area’s industrial heritage while delivering a dynamic space for work, leisure, and community life.

GALLERY  

Originally constructed in the early 1900s, the Bryant and May site was a ‘model factory’ famed for its forward-thinking workplace amenities. Today, Alfasi’s development will build on this legacy, with plans to preserve key historic structures through a $20 million investment in conservation and adaptive reuse. These buildings will house retail and hospitality venues, giving the public new ways to engage with the site’s storied past. Central to the precinct will be a public square featuring the site’s iconic chimney, further enhancing its role as a local landmark.

The Matchworks precinct will introduce new structures, with designs by the renowned architects at Denton Corker Marshall. The complex will include contemporary buildings ranging from eight to 13 storeys, housing commercial offices, retail spaces, and wellness facilities. Additionally, the development will host a 198-room hotel, operated by lifestyle brand The Hoxton, marking its debut in Australia. Ennismore, The Hoxton’s parent company, notes that the hotel’s interiors will reflect the complex’s history and Cremorne’s creative community. The hotel will be open to locals as well as guests, featuring three food and beverage outlets, including an all-day café, bar, and signature restaurant.

Public spaces are a central feature of the project, with nearly one-third of the site—approximately 3,000 square metres—dedicated to open spaces and public realm improvements. Matchworks also aims to set a new sustainability benchmark, targeting 6-Star Green Star and 6-Star NABERS ratings, reflecting Alfasi’s commitment to environmental and social governance.

Gill Dvir, Managing Director of Alfasi Property, envisions Matchworks as a “multi-faceted destination” that will seamlessly blend Cremorne’s rich history with modern needs for community and commerce. “The precinct will offer a variety of amenities, including a microbrewery, boutique retail, wellness facilities, and distinctive food and beverage options,” says Dvir.

With construction slated to begin in October 2024 and completion expected in 2027, the Matchworks project aligns with Cremorne’s transformation into a vibrant city-fringe destination, setting a new standard for heritage-focused urban redevelopment.

Images via The Urban Developer

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