Melbourne’s iconic Jam Factory is about to enter a new chapter, with plans just lodged for the third and final stage of its ambitious $3.75 billion makeover.
The developers claim this isn’t just another development – it’s a full-scale reinvention of one of South Yarra’s most beloved landmarks, blending 160 years of history with a bold new vision for luxury living, shopping and entertainment.
The redesigned precinct scraps the original commercial tower for amore striking series of sculptural, fluted buildings rising behind the carefully restored heritage façade. The developers claim the result will be a destination that feels both timeless and cutting-edge, where you’ll find everything from ultra-luxury apartments to a reimagined Village Cinemas complex that promises to be “the best in the world,” according to Village Roadshow’s Robert Kirby AO.
At street levels ‘Lovers Walk’ will become the precinct’s beating heart – a lush, pedestrian-friendly laneway packed with high-end boutiques, buzzing bars and Melbourne’s most coveted dining spots.
Forgotten spaces like Garden Street are getting glow-ups too, transformed into vibrant arrival points that connect seamlessly with Chapel Street’s revived glamour.
“This is about bringing global relevance back to South Yarra,” says developer Tim Gurner. “We’re restoring its status as Melbourne’s hub of culture, fashion and luxury.”
With demolition already underway the finished site is set to span the size of the MCG, with people supportive of the development hopeful that it will breathe new life into the Chapel Street precinct.
