Late last month property developer Fortis opened a new permanent space in the affluent Melbourne suburb of Toorak. Designed in partnership with Studio Kennon, The Gallery is intended as a new way to explore off-the-plan purchasing of properties.

Taking over a large empty corner building, Studio Kennon and Fortis have created a bespoke destination. Evolving the traditional display suite configuration, The Gallery is arranged like a cross between an art gallery and a luxury home, with the various rooms given over to showcase the particular projects Fortis has in development.

For the launch, a large group of guests from across the design, property and creative industries were treated to canapés and drinks courtesy of Together Nourished and refined musical entertainment courtesy of a violinist.

Fortis’ design manager Manuela Millan explained some of the background behind the company’s move into the curated space, while architect and Studio Kennon founder, Pete Kennon, revealed some of the story behind the design strategy and the experience of working closely with the developer.

As he noted, it wasn’t the first time that his practice had worked with Fortis; they’d previously collaborated in Sydney. He also mentioned the huge amount of media coverage that the developer gets – reeling off a positive litany of projects and land acquired for development mentioned in the press. “You can’t help but feel, wow, they’re making a lot of work!” he proclaimed to the amusement of the crowd. “But to their credit, they’re a step ahead. They’ve built a language of courageous decisions. They back themselves in their theory.”

The big three Cs

He then distilled the process into what he termed the three Cs – courage, chaos and conviction. “Developers have to come with an enormous amount of courage,” he said, adding that once the acquisition has taken place “there are undoubtedly moments of chaos”.

“You get thrown in the hotpot with the individual teams, there are a lot of clever minds at work and we’re challenged with the task of making this courageous decision into reality,” he explained. This led seamlessly to his third C.

“I’ve never walked through a Fortis project without feeling an ultimate and utter complete care and conviction in the delivery. I think the project in Cremorne is probably the most true to that, along with others I’ve visited in Sydney.

“Without those three pillars of courage, chaos and conviction, I don’t think you get the outcomes that you’re asking for from a world-class developer,” he concluded.

On the walls

The Melbourne-based projects currently under the spotlight in The Gallery include two in Richmond (Wiltshire House and Carmine House) and one in St Kilda, and it’s the latter that many locals will be keeping a keen eye on.

The stretch of Fitzroy Street in St Kilda between the Grey Street corner and The Esplanade used to be a wonderful place, bustling with hospitality venues and acting as a glittering pathway leading locals and cheery tourists down to the foreshore. In recent years, fleeting businesses have come and gone, crime has become a significant issue and, save for stalwarts like Leo’s Spaghetti Bar, The Prince Hotel and St Kilda Cellars, the street is a sad reflection of its bygone halcyon days.

Even Topolino’s, the pizza joint that has been entrenched at number 87 for over 50 years ago, is now up for sale. There’s the striking Victorian Pride Centre, of course, designed by Grant Amon Architects and Brearley Architects and Urbanists. It opened in 2021, but has since fought both COVID lockdowns and the area’s less than salubrious reputation to really entice the crowds.

Some have traced Fitzroy Street’s decline to the day when TV show The Block bought up The Gatwick nine years ago, with its long-time twin owner/managers Rose Banks and Yvette Kelly moving on, and the myriad residents left without a bed for the night. The Gatwick was a place where society’s most underprivileged could go and, once they were no longer welcome, life became even bleaker for many. (For a detailed account of the venue in those days, check out Luci Schroder’s excellent 2018 documentary, Gatwick: The Last Chance Hotel on iview. I mean, the clue is in the title…)

But it’s also possibly true to say that Fitzroy’s Street’s downturn started well before that and The Block was an attempt to bring some stability back to the area.

Fortis and Fitzroy Street

So, when Pete Kennon talked of courage, this is exactly what he meant. Fortis is planning The Gild at 61-73 in the street – a mixed used development 400 metres from the beach, with a total footprint of 2657 square metres and retail space of 900 square metres. The residences will comprise one-, two- and three-bedroom apartments and the ground floor will be given over to retail and hospitality outlets.

And, with any luck, this is what will differentiate the project from an almost gated-community like affair such as The Gatwick post refurbishment. Instead of wealthy DINKs or empty nesters moving in, but then shutting the doors behind them, the development is intended to benefit both the residents and the local community. There will be new and attractive places for coffee, for dining and for shopping, all within a stone’s throw of the Palais, the Stokehouse and the Esplanade.

If it works it could be the best thing to happen to Fitzroy Street in decades. So here’s hoping…