Since the 1950s, the eastern end of Melbourne’s CBD has been colloquially referred to as “the Paris end” thanks to its heritage buildings and luxury shopping strip. In recent years, however, the area surrounding Collins St had grown stale and lost some of its shine.
Real estate investment firm QIC owned the best block on the best street in Melbourne and was ready to develop it into a mixed-use precinct. However, significant competition for premium real estate tenants meant they had to think beyond developing a city asset and instead focus on creating a place that could set the tone for culture in Melbourne.
QICGRE invited the world leaders in hospitality, dining and retail to put their best foot forward—to realise their ambitions on a blank canvas, and inspire an already culturally-rich city.
Collaborators
Ivana Miletic, Nick Kenyon, QIC Global Real Estate
Tinko Czetwertynsk, Photographer
Nic Hamilton, Moving Image
Hecker Guthrie, Interior Design