Architecture as Ambition:
The Global Design Contest

Advancing Melbourne’s

Urban Renewal

383 La Trobe Street always represented more than just a development opportunity; it reflects the ongoing potential to reshape Melbourne’s approach to high-density and urban living. We recognised this from the very beginning.

Upon acquiring the site, we initiated one of the city’s most rigorous international design competitions to explore the true potential of the project. An expert panel of architectural academics, pillars of the industry, and key project stakeholders were engaged, including Associate Dean of Architecture at the University of Melbourne, Andrew Hutson, as well as the former director of Woods Bagot. Throughout the process, 30 international practices from across the globe were longlisted, representing a range of innovative architectural voices from Paris to Hong Kong, London and New York.

This ultimately resulted in 12 firms being invited to express their interest in the project based on their international credentials, demonstrated ability to deliver high-quality and distinctive expressions of the built form, and extensive experience in creating outstanding civic spaces, residential developments, and hotels. Ateliers Jean Nouvel, Büro Ole Scheeren, Skidmore Owings and Merrill, and MADE Architects submitted design concepts.

Ateliers Jean Nouvel’s design was awarded the winning entry, proposing a 70-storey tower within a $700 million mixed-use development. This included 488 residences and a 196-room hotel, all interconnected through public spaces such as a 32-metre-high video art arcade and a publicly accessible book exchange, developed in partnership with Victoria University.

The design was centred around a respect for the site’s context, which is reflected in four distinct facades. Each of these responded to surrounding heritage elements – from the red brick of the Royal Mint to the greenery of Flagstaff Gardens. The goal was to create a building that transformed in appearance as people moved around it, challenging Melbourne’s conventional tower typologies with a truly innovative approach.

Although unrealised following the sale of the site in 2018, this project demonstrates a commitment to architectural excellence that serves both residents and the broader urban community. The competition process itself established new benchmarks for developer-led design procurement in Melbourne, proving that commercial viability and creative ambition can indeed go hand in hand.