Published in Concierge, April 2004

After several years of planning, excavating, designing and building, the heart of Melbourne is bearing its soul: the first stages of unique city development QV are now open. What once seemed like little more than a cavernous hole next to the State Library is now taking its first confident steps as a thriving precinct, combining exciting shopping and entertainment facilities. While at the time of writing much of QV is accessible only to those sporting a hardhat, the bulk of the development, including its residential space, is scheduled for opening by the end of 2004.

The $700 billion development comprises an entire city block, and plunges down several storeys of underground parking right up through to sky-scraping high-rise apartments. The site was once home to the Royal Women’s Hospital and QV has been designed and built around the historic Queen Victoria Royal Women’s Centre in Lonsdale Street.

The centre of the action is QV Square, an open-air European-style piazza bordered by restaurants and bars. Tables spill out from the surrounding eateries, where Lime Leaves provides a modern taste of Malaysia and quirky cocktails, and Max Brenner, Chocolate by the Bald Man serves exquisite hot chocolate. The Square is exposed to Melbourne’s erratic weather patterns, yet is shielded by the surrounding buildings from the noise and hustle and bustle of the city streets. Here you will also find the latest venture from the team at Young and Jackson’s. Three Degrees is a brasserie and micro-brewery scheduled to open this month and set to become QV’s own ‘local’. Come and see firsthand how our country’s favourite froth is produced – just like a primary school excursion, but for grown ups. Three Degrees will feature conference facilities on the second level of the brewery and are all set to begin production of their own in-house beers.

Downstairs the Urban Market bustles with activity. This food court shares the same communal feel of QV Square, but with a busier, more dynamic energy. Everything in fresh food is available here: spicy curries to health-boosting wraps, juices to coffee, sushi to Mexican, sweet treats to noodles. The décor has a gritty, industrial edge, with wooden communal tables, polished concrete and exposed lights and air conditioning ducts.

You might not want to get these two letters in Scrabble, but QV spells entertainment. Strike Bowling Bar in Little Lonsdale has noticed a significant increase in their lunchtime trade: it seems the bowling is the new power lunch. The mirrored walls of the uber-cool lounge and bar areas and the occasional karaoke make for a sexy new spin on the old-school bowling experience.

Footy fans will get to live their fantasies when the AFL Hall of Fame and Sensation opens in the middle of the year. Much more than just a museum for memorabilia, the AFL Hall of Fame and Sensation will feature an interactive exhibition where the fan becomes the star of the game. The exhibition takes the visitor through a week in the life of an AFL player, leading up to the Grand Final. From training to kicking the ball the viewer experiences everything that players do in preparation for the biggest game of them all. The encounter culminates in the thrilling moment when the visitor runs out onto the field to the roars of the crowd. A 180-degree screen simulates the MCG, completing the event. In addition to this unique exhibition, the AFL Hall of Fame and Sensation will also feature an official AFL merchandise store, a café bistro, conference facilities and the chance to meet and greet favourite footy stars. This shrine to Australia’s greatest sporting icon is slated to become a major attraction for tourists and locals alike.

Recognising the delight of discovery, the crew behind QV have designed the precinct in such a way that makes it perfect for exploration. The six lanes that connect QV with the outside world all lead to different levels of the complex, and address different retail themes. Shilling and Constance Stone lanes provide access to QV Square and the Urban Market. Jane Bell Lane leads to Officeworks, premium health club Space, and a multi-level bar and restaurant. Artemis Lane focuses on homewares and essential items for any inner-city pad. Two lanes provide access from Swanston Street and are set to become major Melbourne shopping strips. Albert Coates Lane caters to feisty fashionistas with major labels such as Wayne Cooper, Guess and Cactus Jam, and many more yet to be announced: the focus is on high fashion with several brands opting to open their signature stores as QV. Further up at Red Cape Lane, street culture rules in this youth-oriented alleyway. Add to this the smorgasbord of shopfronts dotted around the perimeter of the precinct and QV offers enough retail therapy to cure any big spender.

But for all of its exciting attributes and cutting-edge characteristics, it’s QV’s contribution to convenience that earns it some serious Brownie points. It seems like an obvious suggestion, but apparently it has taken until now for someone to open a full-line supermarket in Melbourne’s CBD. The full-size Safeway is located downstairs next to Big W, and is accessible from Swanston Street via escalator. Upstairs off Russell Street is stationery giant Officeworks, while deep underground are 1,100 parking spaces. Shoppers can even earn free parking by shopping at QV’s Safeway and Big W.

There are still some months more of final planning and openings, but QV is now well on its way to becoming a whole community. With corporate big guns BHP Biliton and Sensis setting up office on site, and the first residents moving in later this year, it will become possible for people to live, work, laugh and shop all on one city block. With shopping, eating, entertainment and living space all in the one precinct, soon the community at QV need never cross the street again.