An ultra-luxury precinct, GURNER™ has partnered with renowned architects and designers to reinvigorate the 1.9-hectare site in South Yarra, and deliver an iconic, premium experience for both residents and visitors alike.

This ambitious $2.75 billion mixed-use development will seamlessly blend commercial, retail, hospitality, and residential spaces, including two hotels, ultra-luxury residential towers, and a reimagined cinema complex, all centred around a vibrant public piazza designed for events and community gatherings.

Drawing on the site’s industrial heritage dating back to 1858, the development preserves the original brick facades on Chapel and Garden Streets, as well as the historic chimney that has become a defining feature. Initially a brewery, the site was used for jam production for almost a century before it was repurposed as a shopping centre in the early 1970s.

At the heart of the precinct, a north-facing, sunlit town square and amphitheatre will welcome visitors and residents. A heritage brick chimney will stand as the centrepiece of the landscaped communal hub, surrounded by 16,000 sqm of retail and dining. The existing cinema will be remodelled to provide an elevated entertainment experience.

Six new buildings, each with its own distinct character, will populate the precinct, echoing the eclectic built forms of the surrounding district. The use of materials such as brick, steel, and timber will reflect the site’s industrial legacy. On Chapel Street, the buildings set back above the heritage facade, will house premium retail at ground and podium levels.

Two elliptical residential towers will sit centrally, designed to allow sunlight to penetrate the ground plane and provide sweeping views from all dwellings. A luxury hotel at podium level will link these towers, offering guests and residents an unmatched level of amenity.

On the eastern end, two more residential buildings fronting Garden Street will offer tiered terrace living. A new retail street will enhance pedestrian and vehicle access, further activating Garden Street and bringing new life to the dormant heritage façade.

Buchan project lead Ashley Sheppard says the new masterplan reinstates historic pathways, creating a permeable and connected network that integrates with the surrounding urban fabric. “We’re opening up the precinct to the sky and inviting the community inside to engage with a wide range of exciting retail, hospitality and entertainment offerings,” says Sheppard.

“The Jam Factory is set to become a new destination in South Yarra and Melbourne, with its network of laneways and streets encouraging visitors to explore and discover, while residents will enjoy unrivalled amenities and a standard of urban living, unlike anywhere else.”

As lead consultant, Buchan is collaborating with leading design practices including Leonard Design Architects (retail), and Warren & Mahoney (residential).