Owned by AXA, 101 Collins Street is one of the 5 most prestigious corporate addresses in the Melbourne CBD. A skyscraper of 57 stories, it is home to 5,000 employees of the corporate elite including JB Were, PNP, JP Morgan, Credit Suisse and Freehills to name a few.
With magnificent atriumed lobby spaces and frontage to both Collins Street and Flinders Lane, the F&B offer for tenants was sub-standard and B&P was appointed to define a retail F&B strategy across the entire site.
Our advice culminated in the addition of several more tenancies within the building to meet the breakfast and lunch needs of building tenants. Our idea was to collate these tenancies to the rear of the lobby and “warm shell” a component of the tenancies allowing for a regular rotation of cuisines to avoid tenant boredom.
For Flinders Lane we identified significant opportunity to re-configure the tenancy sizes according to lease expiry opportunities to make them more attractive to high profile restaurateurs keen to competitively fight to secure Flinders Lane exposure opposite Chin Chin.
B&P was retained to run an EOI process to secure the restaurateurs and our campaign ran to time attracting bona fide offers from many of Melbourne and Sydney’s leading restaurant groups with The Melbourne Commune Group being successfully in acquiring the main new tenancy for their Hanoi Hannah Vietnamese casual dining concept.
