Once a brewery, now a shopping and entertainment hub. This is the Jam Factory. Established in 1858 as the Victorian Brewery, it held a value of 150 pounds. The brewery closed its doors in 1876.
Robert Wright and Robert Payne purchased the land that same year. They started the Victoria Preserving Company. By 1880, it was named the Red Cross preserving company. During fruit season, it became Prahran’s largest employer. It employed 230 people.
In 1895, William Peacock bought the premises. He turned it into the “OK” Jam Co. He then resold it to Henry Jones IXL. Jam production continued here until 1970. Imagine the sweet aroma that once filled the air.
The Jam Factory redeveloped into a shopping center. It opened on October 9, 1979. The cost was $20 million. It offered modern fashion, gift stores, and cafes. Georges even had a store here.
The Jam Factory underwent another redevelopment in 1995. Village Cinemas took the upstairs space. Georges moved out. Many tenants changed. The first Australian Borders shop opened here in 1998. Sadly, it closed in 2011. The regional parent company, REDgroup Retail, went into administration.
Brazin chose the Jam Factory to reintroduce Virgin Megastores in Australia. It opened in 2002. Sanity closed it in 2010. The country’s first Urban by Target store then occupied the space.
In June 2008, Challenger announced a $700 million redevelopment. The historic factory building would be demolished. It would be replaced with a new shopping center style. Apartment towers, office space, and a hotel were planned. The redevelopment did not proceed. Challenger tried to sell the site in May 2009. It was unsuccessful.
Newmark Capital purchased the Jam Factory in 2015. Village Cinemas announced the closure of their Jam Factory Cinemas in November 2024. In December 2024, the Jam Factory itself closed. Plans for a complete rebuild were underway.
GURNER is now redeveloping the Jam Factory. The 18,000sqm site will be reborn. It will honor the site’s former glory. It will deliver a world-class mixed-use precinct. A vibrant public space will connect Chapel Street. Retail, dining, and entertainment will be available 24/7. An impressive amphitheater will sit at the hub’s center. Residences and an ultra-luxe hotel are also planned.
Construction began on the $2.75 billion redevelopment. The Jam Factory will accommodate 600 residences. These will be across five towers. There will be 10,000 square meters of commercial office spaces. Plus, 20,000 square meters of retail and hospitality offerings. A new cinema complex is coming. Also, a 5-star hotel and a second boutique hotel are planned. A 2,500-square-meter public piazza called Village Square will be established.
The new design team includes SOM, Buchan, and Townshend. The design features a variety of built forms. This creates visual interest. The architecture takes inspiration from New York’s iconic buildings. Initial demolition efforts have commenced. The iconic facade of the building will be preserved. Village Cinemas will be reinstated into the precinct. The Jam Factory is evolving. It embraces its rich past. It also looks forward to an exciting future.