“Federation Square of the South”: council backs tower but pushes harder for Queensbridge Square

The City of Melbourne has thrown its support behind PDG’s long-awaited redevelopment of the former Queens Bridge Hotel site, in a major step forward for one of Southbank’s most prominent dormant sites.

But while the project has been widely welcomed and applauded for its approach to developing the site, it is also increasingly seen as a chance to finally force long-overdue renewal of the tired public realm around Queensbridge Square.

At their April 21 Future Melbourne Committee meeting, councillors voted unanimously to advise the Department of Transport and Planning that the City did not object to the application for 1-29 Queensbridge St, subject to two key conditions: that the proposed floor area uplift be appropriately modified, including redirecting more public benefits towards the upgrade and revitalisation of Queensbridge Square, and that the recommended planning conditions be included.

That motion goes to the heart of why this project matters locally.

PDG’s $450 million redevelopment of the long-vacant riverfront site is a significant development in its own right, bringing new housing, retail, hotel and hospitality uses to a stretch of Southbank that has sat largely untouched for years. The proposal would deliver a 239.3-metre mixed-use tower designed by Cox Architecture, with 637 apartments, 181 hotel rooms, 1138 square metres of office space and 2271 square metres of retail space, while retaining and restoring the heritage-listed Queens Bridge Hotel at the front of the site.

That alone would mark a dramatic change for a parcel of land that has become symbolic of years of false starts and failed ambition.

But the excitement around the project is not just about height or scale. It is also about how the site will work at ground level and what it could do for the surrounding precinct. Plans include a through-building pedestrian link from Queensbridge St to Freshwater Place, a new laneway, landscaped open space at the rear, active frontages along the street, and the adaptive reuse of the old hotel as part of a new hospitality offering. The ground floor would include food and beverage tenancies, hotel and residential lobbies, retail activation and a more permeable edge to the public realm.

Lord Mayor Nick Reece said the project had many strong qualities, particularly its active Queensbridge St frontage and the way the laneway would help unlock the block and make Southbank friendlier to pedestrians.

He also spoke of Queensbridge Square’s potential to become “the Federation Square of the South”, a line that captured both the civic ambition of the site and the frustration that such an important public space has been allowed to languish for so long.

It was a point reinforced by Deputy Lord Mayor Roshena Campbell, who described the proposal as a “major vote of confidence in central Melbourne” and said it would transform a “long-dormant eyesore” into high-quality development with clear economic benefits for the precinct.

While ultimately a decision for the Minister, we would hope to see a more meaningful public realm upgrade for Queensbridge Square and a refined design of the tower form for this city-shaping development, she said.

Those points were reinforced during the discussion, where Cr Campbell questioned PDG founder and managing director Vince Giuliano after he presented to councillors. His appearance was significant in itself, given both the prominence of the site and the level of commitment PDG has shown in finally getting it moving. Early works have already begun, and the project is clearly well beyond the speculative stage.

Mr Giuliano told councillors the company saw the project as one of Melbourne’s most significant development opportunities and said PDG wanted to deliver not just exceptional residences, but a genuine mixed-use precinct that strengthened links to Freshwater Place, revitalised the Queens Bridge Hotel and contributed to the renewal of Queensbridge Square. He also indicated PDG was keen to continue working with the city around the public benefit outcome, including how best to support improvements to the square.

The proposal also includes substantial resident amenity, with plans showing a major podium wellness and recreation deck featuring gym, yoga and Pilates, pools, spa, saunas, outdoor play and fitness areas, as well as higher-level sky amenities including lounges, library, cinema and private dining. Cr Rafael Camillo also welcomed the number of larger family-sized three-bedroom apartments included in the mix, noting their importance for a growing inner-city Melbourne.

Queensbridge Square is still a major part of the story. Councillors and officers want more of the uplift-derived public benefit directed there, particularly given the square’s poor current condition and the council’s separate, long-delayed efforts to renew the Red Stairs.

While the City of Melbourne is strongly supportive of seeing this long-dead site brought back to life, the conversation is now about how to make a very good outcome even better.

There is still a long way to go. The application remains a matter for the state government, and the final shape of both the tower and its public benefits package is yet to be settled.

But after years of inactivity, the direction is now unmistakable: Southbank’s long-dormant Queensbridge site is moving, and both PDG and the city appear determined to make the most of a rare opportunity to reshape this important part of Melbourne. •

Caption: A render showing the tower’s proposed design response to Queensbridge St, including a new laneway next to the restored Queens Bridge Hotel.