The site received Development Approval in October 2010 for a 43-level residential tower designed by leading architects Elenberg Fraser. The design provided for a sculptural column form, using bronze coloured metal panels and glazing that twists from its base. It incorporated a number of passive and active environmentally sustainable design elements including cross ventilation, rainwater re-use, thermal air movement to reduce energy usage and an array of sustainability and amenity initiatives.

The building was designed to be capable of achieving Green Star accreditation which was to be assessed further during detailed design. Sensing an opportune time in the market, epc.Pacific pivoted the assets direction, took advantage of aggressive capital seeking permit approved development sites and drove a process resulting in a record realisation price (on a rate per sqm) for Southbank.

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