Franklin Street

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<blockquote>
<p>Through thoughtful analysis of the existing, under construction, approved and proposed developments, a unique and sensitive development is proposed. In this way the proposal is respectful of its current and future neighbours.</p>
<cite><a href="http://www.hassellstudio.com/">Hassell</a>'s planning application for 97 Franklin Street</cite>
</blockquote>

<p>The quote above demonstrates Hassell's determination to design a mixed-use tower with a "point of difference". The proposed development which <a href="https://www.urban.com.au/news/97-franklin-street-simply-mind-boggling">first appeared two months ago</a>, would see a two-storey rendered brick building - currently home to Hertz car hire outlet and Eckersley's Art &amp; Craft - demolished and replaced with a 62-storey tower rising to a height of 212.5m.</p>

<p>97 Franklin joins an increasing number of 200m+ giants on the northern tip of the CBD, including <a href="https://www.urban.com.au/buildings/light-house-450-elizabeth-street-melbourne">Lighthouse</a> next door and <a href="https://www.urban.com.au/buildings/victoria-one-452-472-elizabeth-street-melbourne">Victoria One</a> diagonally opposite.</p>

<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/97%20franklin%20talls.jpg" rel="gallery-all" title="Land of the giants! © Laurence Dragomir"><img alt="" class="image-article-full-width-580px" height="428" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/97%20franklin%20talls.jpg?itok=OawrIHol" title="Land of the giants! © Laurence Dragomir" width="580"></a>

<figcaption>Land of the giants! © Laurence Dragomir</figcaption></figure><p>The proposal marks Artemis Hotel Group's first foray into the Australian market and architects Hassell have certainly delivered a remarkable first impression. Upon initial viewing, the building appears as a series of precariously balanced office blocks but in reality they house 144 serviced apartments, 356 residential apartments and 11 penthouses across the top four floors.</p>

<p>A retail tenancy occupies the north-west corner of the ground floor helping to activate the public realm, whilst a food and beverage dining area occupies level 01 looking out onto Franklin Street. 490sq.m of office space is included as are shared recreational facilities through level 07, bordered by an outdoor landscaped terrace. Resident only facilities splitting a north and south outdoor terrace are found on level 32.</p>

<p>The project caters for 440 bicycle spaces within the basement with only 160 car spaces located in the southern portion of the podium.</p>

<h2>Architecture</h2>

<p>The tower presents as three large volumes stacked atop one another and rotated 90 degrees: podium, low-rise and high-rise. Each responds to a particular set of parameters and conditions:</p>

<blockquote>
<p>The space between the low-rise component and the surrounding developments enables equitable solar access. The north facing high-rise component maximises its solar access and the orientation for the city grid enables morning and evening sunlight onto the southerly face. The rotation gives the low-rise component a greater setbacks and amenity, as well as corridor views. Whilst the high-rise is afforded a large northern city vistas as well as southern CBD views.</p>
</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/97F%20design%20process%20diagram.jpg" rel="gallery-all" title="Design process diagram. © Hassell"><img alt="" class="image-article-full-width-580px" height="131" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/97F%20design%20process%20diagram.jpg?itok=k9hQjgx5" title="Design process diagram. © Hassell" width="580"></a>

<figcaption>Design process diagram. © Hassell</figcaption></figure><p>As a result the development works on a macro and micro scale by virtue of developing a set of principles for the three volumes which are designed to respond to adjacencies in context, in turn providing a high degree of amenity to apartments and the public domain.</p>

<p>The golden facade consists of a fine, slender grid which responds to the human scale of the rooms, visually reducing the monumental appearance of the three volumes.</p>

<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/97F%20montage_0.jpg" rel="gallery-all" title="The Grid. © Hassell"><img alt="" class="image-article-full-width-580px" height="494" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/97F%20montage_0.jpg?itok=NYFxGUr1" title="The Grid. © Hassell" width="580"></a>

<figcaption>The Grid. © Hassell</figcaption></figure><h2>Setbacks</h2>

<p>The low-rise volume employs the following setbacks from relevant boundaries:</p>

<ul>
<li>5m from Southern Boundary</li>
	<li>8.2m from Eastern Boundary​</li>
	<li>0m from Franklin Street</li>
	<li>13.2m from Western Boundary</li>
</ul>
<p>High-rise setbacks to relevant boundaries:</p>

<ul>
<li>22.2m from Southern Boundary</li>
	<li>0m from Eastern Boundary</li>
	<li>10m from Franklin Street</li>
	<li>5m from Western Boundary</li>
</ul>
<h2>Public Realm</h2>

<p>The proposal looks to provide a positive and meaningful contribution to the public realm by way a new north facing "urban forest" at ground level, running along the 40m frontage to Franklin Street. This is achieved by employing a 10m setback to the street with a 5m setback from the western boundary allowing for a new north-south laneway between the site and 450 Elizabeth Street.</p>

<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/97F_GF.jpg" rel="gallery-all" title="Ground floor + public realm. © Hassell"><img alt="" class="image-article-full-width-580px" height="474" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/97F_GF.jpg?itok=7fUmaZ8c" title="Ground floor + public realm. © Hassell" width="580"></a>

<figcaption>Ground floor + public realm. © Hassell</figcaption></figure><p>I thought I might conclude with this list of objectives which Hassell set out to achieve. I think it's fair to say the design team have done an excellent job in producing an architectural response which certainly provides a "point of difference amongst the typical developer driven projects prevalent in the precinct."</p>

<h2>Objectives</h2>

<p>The main development objectives are:</p>

<ul>
<li>To create a quality, considered architectural response that addresses the varying site conditions.</li>
	<li>To increase the public amenity along Franklin Street, offering a greater urban integration with shared and functional spaces.</li>
	<li>To infuse mixed use principles that will help create an active and engaging street interface.</li>
	<li>To create a landmark development that truly responds to its context, resulting in a equitable development for both the client and the city.</li>
</ul>
<h2>Project Team</h2>

<ul>
<li>Developer: <a href="http://www.mingdegrandhotel.com/en/groupinfo">Artemis Hotel Group</a>
</li>
	<li>Project Manager: <a href="http://www.equisent.com.au/">Equisent</a>
</li>
	<li>Architecture: <a href="http://www.hassellstudio.com/">Hassell</a>
</li>
	<li>Town Planner: <a href="http://www.urbis.com.au/">Urbis</a>
</li>
	<li>Landscape Architecture: Urbis</li>
	<li>Traffic Consultant: <a href="http://www.mltraffic.com.au/">ML Traffic</a>
</li>
	<li>ESD Consultant: <a href="http://www.ark-resources.com.au/">Ark Resources</a>
</li>
	<li>Structural Consultant: <a href="http://www.arup.com/">Arup</a>
</li>
	<li>Wind Assessment Consultant: <a href="http://www.vipac.com.au/">Vipac</a>
</li>
	<li>Waste Management Consultant: <a href="http://www.wastech.com.au/">Wastech</a>
</li>
</ul>
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Laurence Dragomir

A Point of Difference > 97 Franklin Street, Melbourne

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<p>Days after being submitted for approval to state planning body DTPLI, the first image of what is believed to be the current design for 97 Franklin Street within Melbourne's northern CBD has surfaced. <a href="http://www.trafficonsulting.com/index" target="_blank">ML Traffic Engineers</a> have recently added the below render of the mind boggling, almost whimsical mixed-use tower of near 200 metres to their website.</p>

<p>ML Traffic Engineers also anticipate a construction cost of approximately $200 million for the 60 level complex which is slated to hold a mixture of apartments, serviced apartments, retail and office space according to the state planning register.</p>

<figure><img alt="" class="image-article_half_width_290px" height="620" src="/sites/urbanmelbourne.info/files/styles/article_half_width_290px/public/pictures/article-images/97franklin_2.jpg?itok=CTHHzqTH" title="Image courtesy Traffic Consulting" width="290"><figcaption>Image courtesy Traffic Consulting</figcaption></figure><p>The site itself was sold by then land holder <a href="http://www.bancogroup.com.au/" target="_blank">Banco Group</a> to an unknown purchaser during mid 2013 according an article published online via the Sydney Morning Herald. Subsequently consulting firm <a href="http://www.urbis.com.au/" target="_blank">Urbis</a> has handled the pre-approval process, submitting an application last Friday on behalf of Artemis Hotel Group (Australia) Pty Ltd.</p>

<p>An online search shows Artemis Hotel Group (Australia) Pty Ltd to be based in Doncaster, with Artemis International Hotel the likely operating name for the serviced apartment component.</p>

<p>Working on the strong likelihood that the above image is in fact the submitted version of 97 Franklin Street, the design is unique to Melbourne and stupendously impressive. Atop the seven level podium sits a perpendicular mid-rise section, only for the high-rise section to once more shift 90 degrees in a fashion that seems to defy engineering common sense and gravity for that matter.</p>

<p>While the architect is unknown at this stage, Urban.com.au will soon enough <a href="https://www.urban.com.au/news/a-point-of-difference-97-franklin-street-melbourne" target="_blank">cover this planning application in detail</a> and I for one hope the incredible design (assuming it is the design submitted for approval) sees the light of day.</p>

<p><strong>See our piece from May 2014</strong>: <a href="https://www.urban.com.au/news/a-point-of-difference-97-franklin-street-melbourne">A Point of Difference &gt; 97 Franklin Street</a>.</p>
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silvermb

97 Franklin Street simply mind boggling

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<p>News reports have flowed thick and fast of late detailing Melbourne's robust hotel sector. Recent <a href="http://www.afr.com/" target="_blank">AFR</a> articles show hotel occupancy rates have increased near 4% year on year, investors and operators hold bullish sentiments for the future while Melbourne maintains the lowest national major city room rate averaging $182 which ties in with affordability.</p>

<p>Via <a href="http://www.afr.com/p/business/property/hotel_demand_to_push_up_occupancies_kdQRdwJg9mlKSCZ9GH2HfL" target="_blank">this article</a> Deloitte suggests "In Melbourne, demand for rooms is forecast to outstrip new supply by 1.7 per cent over the next three years, pushing occupancies up to 85.7 per cent and room rates up to $209."</p>

<p>But what of the actual buildings which will deliver solely, or as part of a larger mixed-use development, the throng of new hotel suites destined for Melbourne? <a href="https://www.urban.com.au/news/5000-new-hotel-rooms-for-melbourne-continued">Continuing into tomorrow</a>, Urban.com.au highlights 20 upcoming hotel developments located within the City of Melbourne.</p>

<h2>Hiap Hoe the benchmark</h2>

<p><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/Image3_271.jpg" rel="gallery-all" title="Hiap Hoe's intended projects at Docklands and 380 Lonsdale Street. Images © DKO &amp; Elenberg Fraser"><img alt="" class="image-article-full-width-580px" height="331" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/Image3_271.jpg?itok=2bvm8B_h" title="Hiap Hoe's intended projects at Docklands and 380 Lonsdale Street. Images © DKO &amp; Elenberg Fraser" width="580"></a></p>

<p>If one firm epitomises the faith in Melbourne's hotel sector, it's Hiap Hoe. Shortly after acquiring three development sites late last year worth $177 million, the Singaporean firm revealed a letter of intent was penned with Starwood's Asia Pacific Hotels &amp; Resorts to manage two of their Melbourne properties.</p>

<p>Four Points by Sheraton are slated to take naming rights over 6-22 Pearl River Road, located within Melbourne's Docklands while 380 Lonsdale Street (above right) will be home to Aloft Hotels once the project has been completed. A third property at 206 Bourke Street is currently subject to a preliminary design process, with concept renders depicting what looks to be a typically sleek Elenberg Fraser complex.</p>

<p>Together these developments will deliver near 1000 hotel rooms to Melbourne's inner core - impressive in both scale and speed of progression.</p>

<h2>Top of the town</h2>

<p><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/Image4_23.jpg" rel="gallery-all" title="Windsor, 101 Flinders Lane and 27 Little Collins. Images © DCM &amp; Ryan Seychell"><img alt="" class="image-article-full-width-580px" height="293" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/Image4_23.jpg?itok=QynI7Zz2" title="Windsor, 101 Flinders Lane and 27 Little Collins. Images © DCM &amp; Ryan Seychell" width="580"></a></p>

<p>The grandeur of Melbourne CBD's east end is well documented so it's no surprise that many hotel operators are seeking a slice of the acation close to Spring Street. The trials and tribulations of the Windsor Hotel are well documented, although last week it was announced the 152 room expansion of the grand complex would proceed to construction late this year.</p>

<p>Nearby Sheraton at 27 Little Collins Street is well advanced into construction, yielding 175 rooms while other projects in the area include the expected redevelopment of Rosati's at 95-101 Flinders Lane into a 195 room hotel, QIC's redevelopment of Nauru House with plans including a 252 room hotel and of course the Palace Theatre redevelopment seeking 200 suites under the W Hotel brand.</p>

<h2>Elsewhere in the CBD</h2>

<p><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/Image8_12.jpg" rel="gallery-all" title="William Street, The Forum and 180 Russell. Images © EF, Forum &amp; Buchan Group"><img alt="" class="image-article-full-width-580px" height="498" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/Image8_12.jpg?itok=zgKytTL6" title="William Street, The Forum and 180 Russell. Images © EF, Forum &amp; Buchan Group" width="580"></a></p>

<p>There's no shortage of developers vying to land a hotel operator elsewhere in the CBD with 1500 additional rooms currently on the cards. Aside from Wyndham on William with 87 dwellings under construction as part of Hengyi's 199 William Street, six other aspirants have yet to solidify their intentions.</p>

<p>Biggest of all is Far East Consortium's intended redevelopment of 250 Spencer Street highlighted by 488 hotel suites over two towers. Elsewhere 131-141 Russell Street holds approval for 182 suites as does 110-112 Franklin Street with 129 rooms over a modest eight levels. Currently seeking approval is 386-412 William Street with 210 suites available as part of the mixed-use development. Ace Hotel Group have put themselves forward as a potential operator.</p>

<p>The two remaining proposals are also controversial given their sensitive locations. As part of a larger mixed use development AXF Group seek to add 200 hotel suites to their 280 metre replacement of the Total Car Park which has been <a href="https://www.urban.com.au/news/new-proposals-seek-to-join-the-200m-club" target="_blank">touched upon</a> by Urban.com.au. Nearby Marriner Group have submitted plans for a 32 level hotel development behind a restored Forum Theatre. Both projects are still under planning consideration.</p>

<p><a href="https://www.urban.com.au/news/5000-new-hotel-rooms-for-melbourne-continued">To be continued...</a></p>
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