PDG lodges plans for Crown’s former Southbank site

The future of one of Southbank’s most prominent sites looks bright with developer PDG submitting plans to the state government for a 67-storey tower at 1 Queensbridge St.

Following its acquisition of the site in December last year from Crown Resorts’ new owner – US-based company Blackstone – PDG has wasted no time in pushing ahead with its vision to reinvigorate a key part of Southbank.

The developer, which is responsible for a string of other projects across the CBD and Southbank, including the nearly completed Boyd Village and neighbouring Prima Pearl, says its latest project builds on its “extensive knowledge” of the local area.

Mooted for completion in 2029, the proposal comprises “luxurious residences” together with “premium amenity, including destination dining and entertainment offerings”.

The site is currently home to the former Queens Bridge Hotel building, which received heritage protection in 2021. PDG said its development, designed by Cox Architecture, would be an “architectural landmark” that would “celebrate” the heritage asset.

PDG’s founder and managing director Vince Giuliano said it was looking forward to collaborating with the state government, the City of Melbourne and the local community to “further elevate the Southbank precinct.”

Mr Giuliano said its vision for the project had sought to ensure that Southbank remained Australia’s premier destination for residential living, arts, entertainment, and lifestyle.

“PDG, alongside our world-class team of consultants and advisors, will draw upon decades of collective experience to deliver luxury residences and premium amenities that are designed to be liveable, sustainable and ensure lasting value for our clients,” Mr Giuliano said.

“PDG is Melbourne born and bred with decades of local property development experience. Every project delivered by PDG comes with our unwavering commitment to improving people’s lives.”

Despite the current headwinds facing the construction industry, which has seen several major Southbank projects stall in recent times, Mr Giuliano told the Australian Financial Review that he was confident in PDG’s ability to deliver.

“We have great relationships with financiers, quality builders and sub-contractors. We have the ability to work collaboratively with our delivery partners to ensure that we can get a major project off the ground that will exceed our purchasers’ expectations,” Mr Giuliano told the AFR.

He later told Southbank News that PDG had already shared its vision with stakeholders, including the neighbouring Freshwater Place and Prima Pearl owners’ corporations (OC) from which “the feedback has been overwhelmingly positive”.

“For a long time, Melburnians, and especially residents and visitors to Southbank, have imagined what the site could be, so to be able to share our vision for what’s in store is very exciting,” Mr Giuliano said.

“We have consulted with a wide range of stakeholders including Southbank residents, and the design is a reflection of both the site’s heritage and the precinct’s needs by way of improved pedestrian connections and amenity for the community,” Mr Giuliano said.

“Our philosophy has been to design the tower from the ‘inside-out’, ensuring it exceeds the expectations of those who will call it home, and architecturally, delivers an elegant and timeless landmark for our city.”

Having sought to “significantly reduce overall site coverage” Mr Giuliano said PDG’s tower would not only improve integration into Southbank and its neighbours but would also allow it to retain and restore the historic Queens Bridge Hotel.

“The Queens Bridge Hotel is central to the overall design and will include destination dining and entertainment offerings that celebrate its heritage. The façade will be returned to its former glory, and will no doubt be a huge drawcard for the area,” Mr Giuliano said. 

Historically, the hotel has been a popular meeting place for people, and we hope to reimagine that for residents, traders, workers and visitors to Southbank alike.

Rebecca Silk, chair of the OC for Freshwater Place, which shares a boundary with the site, told Southbank News that Mr Giuliano had presented to its committee on February 17.

“The presentation was well received as a good beginning to the relationship between PDG and the neighbourhood. It was the first consultation from any proposed developer of the site,” Ms Silk said.

“As we understand it, the proposal includes a walkway/arcade from Queensbridge St to the Freshwater Place piazza. We think this may add value and additional retail outlets to the precinct.”

“The committee understands that the hotel will be retained and restored and think this is appropriate.”

The site was previously subject to one of Melbourne’s most controversial development proposals, which saw Crown Resorts enter a joint venture with Schiavello to build what would have become Australia’s tallest tower.

The project controversially received “state significant” planning approval in 2016 by the current state government thanks to a $100 million “public benefits package” that sought to revitalise Southbank Promenade, Queensbridge Square and Sandridge Bridge.

However, the project never eventuated after the joint venture partners failed to begin construction within two years of its permit being issued, resulting in former Minister for Planning Richard Wynne refusing an extension.

The site was sold by Blackstone to PDG last year, which was one of several former Crown Resorts assets it moved on as part of efforts to stabilise the business following a series of controversies impacting Crown’s Australian operations.

Ms Silk said that based on PDG’s precinct presentation, the OC understood that the developer had already held preliminary discussions with the City of Melbourne and was “keen to have further input on enhancing Queensbridge Square”.

Mr Giuliano said PDG was looking forward to working closely with the state government, the council and local stakeholders “to deliver the much-needed renewal of Queensbridge Square”.

Southbank Residents’ Association president Tony Penna said it was “delighted to see this long-neglected section of our community get some attention” and welcomed the “modest” height of the proposal.

“The proposal for a link to the Freshwater piazza will connect it to Queensbridge Square and Southbank Boulevard, which will further activate that section of the community,” he said.

“It is promising the developer is liaising with stakeholders, including SRA, so early in the project. It appears they understand the benefits of consulting with everyone and working together.” •