Bridge Road

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The completion of Dux Richmond Hill in recent days has added further weight to the strip's diversification away from being predominantly a retail zone.

In recent years Apartments.com.au has looked at the strip's retail woes, <a href="/expert-insights/buying/will-free-parking-save-bridge-road">potential solutions in fixing the faltering strip</a> and its <a href="https://urban.melbourne/planning/2015/05/06/bridge-roads-apartment-transformation-gathers-pace">drift toward apartment development</a>. Dux Richmond Hill at 153-177 Bridge Road has added a further 175 apartments, placing it as Bridge road's second largest apartment development delivered.

Developer Little Projects is mindful of the apartment wave that is providing Bridge road with a fundamental shift in how the strip is perceived.

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/image192.jpg" rel="gallery-all" title="The Dux Richmond Hill by Little Projects"><img alt="" class="image-article-full-width-580px" height="361" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image192.jpg?itok=lNzF__Wx" title="The Dux Richmond Hill by Little Projects" width="580"></a>

<figcaption>The Dux Richmond Hill by Little Projects</figcaption></figure>On the occasion of Dux Richmond Hill's completion Little Projects Development Director Leighton Pyke provided the following commentary regarding Bridge Road:

<blockquote>
New apartment buildings like Dux Richmond Hill are the catalysts for change we need to resurrect shopping strips like Bridge Road and give new purpose to its retail operations.

What we are seeing is a role reversal with residential now driving and attracting retail rather than it simply being a case of activity zones dictating development. There is genuine opportunity to be realised as new developments return foot traffic to strips that have long been starved of new blood.

Rather than trying to return them to their former glory, we should be driving the evolution of prime shopping strips like Bridge Road, Richmond, Fitzroy Street, St Kilda and Chapel St, South Yarra and reappropriating them for a new generation of residents.
</blockquote>

Little Projects notes that Australian Bureau of Statistics figures show that over 4,100 apartments have been built through established retail strips in Collingwood, Fitzroy, Northcote and Richmond since 2012, leading to a 5.5 per cent increase in the number of businesses trading along these strips.

Little Projects cite a further 3,600 apartments set for completion across these four locations by December 2020, which will further amplify the trend.

Leighton Pyke also provided comment on the type of retail tenancy supporting these new apartment developments:

<blockquote>
Yes, there is an undeniable shift in offering that needs to take place if we are to bring back beloved locations like Bridge Road but what’s exciting about this is the rich opportunities to be found here for those retailers who provide well-balanced food and service offerings that are tailored to suit the local audience

The feedback we have received is that the Dux Richmond Hill’s retail spaces are more adaptable than the traditional narrow Victorian terraces of Bridge Road, which are limiting in terms of their potential for fitouts and adaptive reuses.
</blockquote>

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/273_20-12-2017_3343.jpg" rel="gallery-all" title="SJB's Richmond Plaza design"><img alt="" class="image-article-full-width-580px" height="341" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/273_20-12-2017_3343.jpg?itok=s4kRiVW2" title="SJB's Richmond Plaza design" width="580"></a>

<figcaption>SJB's Richmond Plaza design</figcaption></figure>For Bridge Road specifically, there remains a solid pipeline of apartments in waiting. With Dux Richmond Hill complete, next to the construction starting line is <a href="/buildings/lanbruk-apartments-79-bridge-road-richmond">Lanbruk Serviced Apartments</a> at 79 Bridge Road.

Builder Minicon is charged with delivering the serviced apartment complex which will join Cobild's 10 level <a href="/buildings/frame-19-21-judd-street-richmond">Frame Apartments</a> at construction and the soon to be restarted <a href="/buildings/herbert-king-172-lennox-street-richmond">Herbert King</a>. The latter two projects are mere metres from Bridge Road.

A sweep of the Apartments.com.au Project Database shows hundreds of new apartments earmarked for Bridge Road across a further 10 developments.

Largest of these is Coles Group and Gresham Property Funds Management's approved development of <a href="/buildings/261-271-bridge-road-richmond">Richmond Plaza</a> which includes a slab of retail space and 300 plus apartments over 12 levels. Project architect notes the project's end value at $250 million.
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silvermb

Bridge Road's latest development complete, what next for the rising apartment strip

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The struggles of Bridge Road have been well documented both on Apartments.com.au and via many other media outlets. For so long synonymous with 'warehouse fashion' shopping, many have said Bridge Road has suffered a sustained decline due to the rise of DFO's and the substantial investment pumped into the CBD's retail offerings in recent years.

Remedies such as <a href="/expert-insights/buying/will-free-parking-save-bridge-road">free parking</a> have been put forward, while others such as Fred Nucara of Beller Commercial suggested during 2014 that Bridge Road is due for a <a href="/news/bridge-roads-apartment-transformation-gathers-pace">fundamental shift</a> in how and who uses and peruses the precinct. As destination shoppers choosing Bridge Road diminish, the struggling retail segment is likely to drift toward catering for the burgeoning population now choosing to call the area home.

This reshaping of Bridge Road into an apartment hotspot has gathered a head of steam over the preceding six months in particular, with a raft of residential planning applications in progress. Now three more new residential projects seek to compound the trend, appearing on City of Yarra's Major Development page within the last fortnight. They are in no particular order:

<h2>195 Bridge Road</h2>

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/image109.jpg" rel="gallery-all" title="The slight 195 Bridge Road. Image courtesy Archsign"><img alt="" class="image-article-full-width-580px" height="388" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image109.jpg?itok=EoVW3Nxg" title="The slight 195 Bridge Road. Image courtesy Archsign" width="580"></a>

<figcaption>The slight 195 Bridge Road. Image courtesy Archsign</figcaption></figure>This eight storey building designed by Archsign on behalf of a private developer seeks to fill a slender site with Bridge Road frontage. Located next to the at sales <a href="/new-apartments/richmond-vic-3121">Newbridge Apartments</a>, 195 Bridge Road would maintain a simple form behind a retained frontage holding a 130sqm retail space.

With only 10 apartments split between 7 one-bedroom, 2 two-bedroom and 1 three-bedroom options, 195 Bridge Road's apartments will range between 52sqm for a single bedroom apartment through to a dual level 228sqm penthouse of sorts. Two car parking spaces have been included with general access via Leggo Place.

<h2>19-21 Judd Street</h2>

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/image112.jpg" rel="gallery-all" title="19-21 Judd Street. Image courtesy Hayball"><img alt="" class="image-article-full-width-580px" height="382" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image112.jpg?itok=126Kjm3e" title="19-21 Judd Street. Image courtesy Hayball" width="580"></a>

<figcaption>19-21 Judd Street. Image courtesy Hayball</figcaption></figure>50 dwellings are included within this Hayball-designed planning application. Holding 5 one-bedroom, 44 two-bedroom and 1 three-bedroom apartments, the distinctly precast design is initially valued at $12 million and is on behalf of Bridge Road-based G3 Projects.

Included at ground level is a 33sqm cafe while 33 car parking and 59 bicycle spaces have been catered for. 19-21 Judd Street finds itself in close proximity to Charlie Richmond; the 96-apartment development on of the area's early large-scale residential developments.

<h2>239-245 Church Street</h2>

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/image111_0.jpg" rel="gallery-all" title="Armsby Architects' 239-245 Church Street."><img alt="" class="image-article-full-width-580px" height="643" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image111_0.jpg?itok=gY4u8sBJ" title="Armsby Architects' 239-245 Church Street." width="580"></a>

<figcaption>Armsby Architects' 239-245 Church Street.</figcaption></figure>Consultancy Planned FX has lodged documents on behalf of Katama Pty Ltd and Bider Pty Ltd for a redevelopment of a low-rise string of retail tenancies metres from Bridge Road. A structure dated 1925 is amongst the buildings slated to go in favour of an eight level apartment block with an initial development value of $8.5 million.

With basement car parking, the Armsby Architects-designed building will hold 53 apartments, split between 16 one-bedroom, 29 two-bedroom and 8 three-bedroom options. Retail tenancies line Church Street while basement access is via Tullo Place to the rear.

<h2>A bridge from here to there</h2>

The fresh planning applications above join the list of eleven projects either on or in the immediate vicinity of Bridge Road as seen below. At varying stages of the planning process, only Isola is at construction with Collingwood-based construction firm Lexicon at the reigns of the build which is in its infancy.

Estelle by Milbex and Newbridge Apartments on behalf of Longriver Group are at sales, with the remainder at lower rungs of the development process.

If the projects shown above and below are realised, the Apartments.com.au Project Database indicates that in excess of 1,130 new apartments will be pumped into the Bridge Road Precinct in the medium term. Add large-scale peripheral projects such as Lend Lease's Studio 9 and Riverlee's multi-staged Jaques site redevelopment, and the transformation of Bridge Road from retail destination to a strip serving the needs of a burgeoning and immediate population looks to be in full swing.
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Bridge Road's apartment transformation gathers pace

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Working at Tract Consultants near Bridge Road in Richmond gives me a front-row seat on the city's sad trend of high-street decline. Every day, I watch one of the city's key retail strips slowly lose tenants. Walking to get my lunch, I often pass three or four empty shops in a row - and the ones that are still open are having closing-down sales. My guess is that 30% of the shops are vacant.

This decline has been going on for a while, but yesterday I noticed a new sign of desperation: a number of shops on the street are displaying this poster in their windows.

<img alt="" height="429" src="/sites/urbanmelbourne.info/files/pictures/article-images/free-parking-sign-bridge-road.jpg" width="286">

This campaign felt misguided to me, but I couldn't quite put my finger on why.

That evening I walked past the new H&amp;M and UNIQLO - where there are still queues out the door on some nights. Next, I got home and unwrapped a parcel, containing a new pair of shoes I'd bought online, cheaply, from Asos in England.

It dawned on me - rather guiltily - that if our inner-urban shopping strips die, parking won't be the reason.

High-street retailers face two brutal competitors, in the form of big-box retail and online shopfronts. Both are vastly better at marketing, and have the advantage of advanced supply chains and economies of scale. This enables them to easily undercut small operators, even displacing the outlet stores of Bridge Road. They're simply more competitive - if you're only looking at prices.

The thing is, nobody dreams of living on a quaint little street with a friendly local lKEA, Zara and DFO. Large retailers, while cheap, are just as anonymous as eBay; they add no identity to the places they set up in, nor do their owners truly belong to the community in the way a small business owner does.

Small retailers are essential to the fine-grained, individual appeal of our Main Streets. These active, diverse frontages create the walkable, interesting environments that Australians from other cities marvel at. In short, small retail is an essential part of Melbourne's livability.

Despite this vital contribution to our city, the vacancies I see on Bridge Road suggest that we're collectively putting low prices first - or that at times we're content to act as 'free riders' by enjoying these beautiful streets while shopping in cheaper, less distinctive places. Maybe this is because we're subject to a constant economic narrative of 'belt-tightening'; maybe we just like having more stuff. Maybe shopping on the couch with iPad in hand is just easier.

Either way, the fact that residential development in these areas is moving at a crawl certainly isn't helping local retailers keep up. Sure, there are some apartment towers popping up behind the shops, buts this growth is too slow to offset the loss of regional customers. The local customer base isn't growing very fast, but the overheads - and competitors - are. Meanwhile, residential growth at the fringe (and in the CBD) continues apace, where regulations are more conducive.

I spoke to The University of Melbourne's Kim Dovey, Professor of Architecture and Urban Design, and he agrees that parking isn't the problem - but he isn't convinced that retail is in serious trouble.

<blockquote>
Bridge Road might be losing some retail space to online competitors, but high street retail will generally be fine. I'm hopeful that the less successful strips will become mixed spaces, with small-scale production workshops and studios filling the gaps between surviving stores.
<cite>Kim Dovey, Professor of Architecture and Urban Design, University of Melbourne</cite>
</blockquote>

I like the vision of Bridge Road as a place where things get made. Watching a 3D printer do its thing might be just as good as window shopping. I'm also hopeful that a rise in shop-top residential could effectively cross-subsidise street retailers, providing landlords with a new income stream and enabling them to ease off on retail rental rates, which are often blamed for high vacancy rates. Perhaps Bridge Road will simply shift from its regional factory outlet role into one focused on day-to­day local needs; this is working very well for Swan Street nearby.

Tract will be conducting a corporate forum on revitalizing Main Streets later this year, focusing on our doorstep - Bridge Road. Hosted from some vacant Bridge Road shops, our range of local and interstate experts will shed some light on why some streets thrive and why others dwindle.

From what I've seen, the successful Main Streets display authenticity, localism, and retail diversity. They need amenity from high quality streetscapes, an active trader association, and a growing residential catchment. Parking does matter, but it's only one factor among many and it doesn't solely explain the decline of Bridge Road. I look forward to a broader discussion later this year to bring out some really inspired ideas for the future of this iconic street.

Thami Croeser is an Assistant Town Planner at Tract Consultants and studies at the University of Melbourne. This article first appeared in Planning Institute of Australia, Victoria Division's "Planning News" June 2014 issue.
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Tract TC

Will free parking save Bridge Road?

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I ventured down to Bridge Road recently with the intention of wandering through the area, capturing the sights of the popular inner city strip. Passing through some neighbouring streets, I was confronted with some interesting street art.
Street art in addition to the rich existing streetscape makes for a great urban environment, although Bridge Road and its surrounds - like so many areas - is under transformation with increased apartment development.
Enjoy a few photos I took along the way.
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Bridge Road

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