First look: Rebel Property Group takes Woolloomooloo precinct to NSW Government
Allen Linz's Rebel Property Group is the latest developer to takes its development to the NSW Government.
Rebel has applied for a State Significant Development Application (SSDA) for its major urban renewal project on William Street. They have concept approval from December 2023 for the 6,400 sqm site at the southern end of the street. That scheme accounted for around 230 apartments, above a new precinct combining residential, commercial, and recreational uses.
The SSDA will seek further uplift through bonuses under the State Environmental Planning Policy (Housing) 2021.
FJC Studio won the design competition for the project in 2024. According to the Town Planning Report prepared by Urbis, the outcome of the competition “resulted in a high-quality urban design outcome that aligns with the desired future character of the area.”
“The proposal seeks to realise the full potential of the site through a contextually sensitive, high-quality urban design response that delivers housing diversity in close proximity to employment, services, and transport,” the Scoping Report submitted to the NSW Government states.
The exhibition stage of the SSDA process will provide more transparency into the number of apartments sought by Rebel, a name synonymous with creating some of the Eastern Suburbs best new developments.
Linz founded Rebel in the late 1990s. They have been behind the redevelopment of the famous BONDI Pacific on Campbell Parade, as well as The Bond, also at Bondi Beach, and Top of the Town in Darlinghurst.
Joel Robinson
Joel Robinson is the Editor in Chief at Apartments.com.au, where he leads the editorial team and oversees the country’s most comprehensive news coverage dedicated to the off the plan property market. With more than a decade of experience in residential real estate journalism, Joel brings deep insight into Australia’s evolving development landscape.
He holds a degree in Business Management with a major in Journalism from Leeds Beckett University in the UK, and has developed a particular expertise in off the plan apartment space. Joel’s editorial lens spans the full lifecycle of a project—from site acquisition and planning approvals through to new launches, construction completions, and final sell-out—delivering trusted, buyer-focused content that supports informed decision-making across the property journey
