Billionaire Pub Baron Justin Hemmes unveils astonishing new melbourne venue
Billionaire hospitality mogul Justin Hemmes has set his sights on Melbourne, purchasing an eight-storey car park in the city’s central business district with an ambitious plan to revitalise the area. The Merivale Group, Hemmes’ hospitality empire, has revealed its vision for the ‘Parkade’ at 34/60 Little Collins Street, promising to inject ‘life and vitality’ into the cityscape.
The grand project includes plans for a gallery, an ‘incubator hub’ to support emerging artists, a boutique hotel, and a live music venue. The centrepiece of this development will be a sky garden, providing a lush escape in the heart of the metropolis.
A vision years in the making
Speaking on the venture, Hemmes described it as the most audacious and innovative project his company has ever undertaken.
“This is our boldest and most innovative project that we have embarked upon to date; a vision that I’ve been conceptualising and refining for a decade,” he said.
“The revitalisation and repurposing of this under-invested yet wonderful site has the potential to be an incredible addition to the fabric of Melbourne.”
Council approval and economic boost
The city of Melbourne council approved the sale of the Parkade during a meeting on tuesday night, with the settlement set for June 2025. Lord Mayor Nick Reece welcomed the investment, praising Hemmes for his contributions to the hospitality industry and the potential economic benefits for the city.
“It’s a huge vote of confidence that Merivale has chosen to invest in Melbourne,” Reece said.
“This entertainment precinct will be right on the doorstep of Melbourne’s world-class theatre district – and create hundreds of jobs and generate millions of dollars for the local economy.”
Merivale insists that the site is not intended to be a nightclub but rather a ‘creative, social precinct’ catering to families, artists, and tourists alike.
Mixed public reactions
Despite the excitement surrounding the project, not all Melburnians are on board. Many took to social media to voice their concerns, particularly over the loss of parking spaces in the city centre. The redevelopment would eliminate 940 car spaces from the entertainment and theatre district, sparking backlash from those who rely on the facility.
“Who in the world knows if Melbourne wants or needs a ‘world-class entertainment precinct’?” one user wrote. “Don’t we already have one without some hitherto unknown ‘hospo royalty’ curating it?”
Another critic argued that the plans were short-sighted, stating, “940 car spaces to be removed from the entertainment/theatre district of the city, and sold at a bargain price.”
However, there were also those who supported the project, recognising its potential to rejuvenate an underutilised part of the CBD.
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“Destination hospitality for the city of Melbourne is desperately needed to revive vitality at the Paris End of Collins Street,” one supporter wrote.
“This will bring some energy into a dead pocket of the CBD. Great idea. But where will people park?”
A long road ahead
While plans are in place, the transformation of the site will not be immediate. Property firm Dexus currently holds a lease with the council to operate the eight-storey car park until June 2037. The sale of the land does not terminate this lease, meaning Merivale and Dexus will need to reach an agreement before any redevelopment can take place.
Meanwhile, Hemmes is also considering a significant redevelopment of his flagship Ivy Precinct in Sydney, further cementing his status as one of Australia’s most influential figures in the hospitality industry.
As Melbourne prepares for this bold transformation, the city waits to see whether Hemmes’ grand vision will revitalise the area or simply add to the growing debate over urban development and public space.
