Traders in Purple Reveals Fresh Plans for West End Site

Traders in Purple has filed plans to amend an approved scheme for its recently acquired site in Brisbane’s West End, seeking green links to a neighbouring park and more than 400 apartments.

The builder-developer has become the latest to file residential plans for the 1.6ha site at 281-297 Montague Road.

Its plans now before the Brisbane City Council are amendments to the project previously approved for Henroth Group

The new scheme comprises 403 apartments across three towers of 19, 18 and 16 storeys, and “heavily landscaped” pedestrian links to Davies Park. 

The previous owners wanted to create a 4000sq m public park and two 24-storey buildings of 470 apartments under its plans filed in April 2020.

The Brisbane City Council approved 345 apartments across two towers of 18 and 20 storeys plus ground-floor retail in December that same year.

Previously, Henroth had filed plans for five buildings of between 6 and 12 storeys and 434 apartments for the site.

However, the Sydney-based Henroth decided to focus on its boutique residential project at 81 Yarranabbe Road, Darling Point that includes a penthouse expected to fetch $160 million.

▲ Renderings of two of the Henroth Group plans for the West End site.

Henroth sold the West End site to Traders in Purple in May for an undisclosed amount.

Traders in Purple chief executive Brett Robinson said the latest plans would improve the appeal of the neighbourhood surrounding Davies Park.

“Urban renewal done well should deliver widespread community benefits and that is what we have sought to achieve with these modifications to the existing DA,” Robinson said. 

“The contribution of 15 per cent of the site for public use is important but so too is what we do on the ground within the development to enhance the experience of our residents and the wider community.

“Because of its proximity to the city and river, West End is undergoing rapid change, but there are some parts of this suburb, like Davies Park, that are sacrosanct.”

▲ A rendering of the Traders in Purple proposal for the Montague Road site.

The Montague Road proposal is Traders in Purple’s 16th project in Queensland and second in West End.

It follows the launch of Rivara on the riverfront in West End earlier this year—75 per cent of the first stage sold out in three months.

Robinson said Rivara demonstrated the high demand for diverse home types as the urban renewal of West End gathered pace.

“Over the past five years the price of a house in West End has risen exponentially, and with a median of $1.86 million today there is a significant barrier to entry,” Robinson said. 

“The price differential between apartments and houses will make a real difference to younger buyers who want to settle in this well-established community.”

Rothelowman Brisbane principal Jeff Brown said the design of the Montague Road project paid homage to the classic Queenslander.

“The landscaped pedestrian link at the heart of the project extends the energy of Vulture Street into Davies Park and down to the Brisbane River; a generous civic gesture inviting people to pause and meet,” Brown said.

“The design displays an understanding of the patterns of the city and West End, forming a dialogue between urban and natural, and the open generosity of the park.”