GURNER Group and Qualitas have officially submitted plans for the third and final stage of its landmark $3.75 billion Jam Factory transformation - set to deliver a new precinct anchored by a new Village Cinemas flagship and a public piazza.

The latest submission marks an evolution of the site’s masterplan, replacing the previously approved “box-style” commercial tower fronting <a href="/new-apartments/500-chapel-street-south-yarra">Chapel Street</a> with a striking new architectural vision - sculptural ‘fluted’ towers that rise from the heritage façade.

The new development will have 800 ultra-premium residences with around 20,000 sqm of luxury retail, commercial, and hospitality venues, alongside two soon-to-be-announced world-renowned hotel brands.

<img alt="Jam" data-entity-type="file" data-entity-uuid="2ba0a36f-995d-4fc5-b28a-e85c5412ad13" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202025-05-19%20at%208.52.14%E2%80%AFAM.png?VersionId=LLpTIB6dcgyJ8I.DdaxqJrdmzu5DKZXi" />

The final Stage of The Jam Factory will seek to bring to life a vibrant, multi-sensory destination with the Stage Three amendments proposing:

• ‘Lovers Walk’, a curated retail and dining laneway pulsing through the precinct, lined with luxury brands and curated hospitality offerings of Melbourne’s best eateries, venues and bars

• A fully reimagined Village Cinemas experience that will help restore the Jam Factory’s legacy as the heartbeat of Chapel Street’s golden era - where movie premieres, fashion, and culture collided.

• Major upgrades to the public realm, with increased building setbacks and 10% more sunlight across the precinct’s open-air spaces, enhancing its role as a central gathering point for the community

• The revitalisation of Garden Street, transforming a forgotten laneway into a key arrival point through new architectural treatments and improved site flow to create an engaging new façade for the precinct

• Previous building with a series of sophisticated ‘fluted’ forms, conceptualised by Skidmore, Owings &amp; Merril (SOM)

• Restoration of the heritage façade along Chapel Street and reconstruction of the heritage chimney acting as a centrepiece of the central piazza

Once complete the precinct will feature:

• 800 ultra-luxury residences across five buildings

• A world-class cinema experience by Village Cinemas

• An expanded public piazza surrounded by food, fashion, and lifestyle

• A curated retail precinct with both established and new - local and international brands -filling the missing link between Collins Street and Chadstone Shopping Centre.

• A commercial tower offering state-of-the-art workspaces enabling businesses to take full advantage of being located adjacent to the new world-class precinct.

<img alt="Jam Factory" data-entity-type="file" data-entity-uuid="442c6d14-9dab-4fcb-ab84-0f5b55ece121" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202025-05-19%20at%208.52.20%E2%80%AFAM.png?VersionId=EZ2TYacB5YjgVDQQFMBwn0xJSsghFT4d" />

Originally built in 1858, the Jam Factory has seen over 160 years of evolution - from brewery, to jam production hub, to retail icon.

Demolition is already underway led by Mann Group. Once complete the entire Jam Factory site will be 20,000 sqm, or equivalent to the size of the MCG, and will re-establish the site as a globally significant lifestyle and cultural destination.

"This incredible creation marks the most significant chapter in our brand’s evolution, as we transform an Australian icon into a new benchmark in global luxury," said Tim Gurner, Founder and Executive Chairman of GURNER Group.

“Our vision is to restore Chapel Street 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.

“It’s been a privilege to work closely with Village Cinemas on their new landmark complex; the Village Roadshow team is so genuinely passionate about the Jam Factory and restoring it’s status as Melbourne’s most iconic entertainment precinct.”

Once complete the entire Jam Factory site will be 20,000 sqm, or equivalent to the size of the MCG, and will re-establish the site as a globally significant lifestyle and cultural destination.

Owings & Merril

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