Architectural inspiration can appear from anywhere but taking inspiration from a music video, is an innovative concept which before now was relatively unheard of. The 13012 Premier Tower has done just this and plans for the new high rise in Melbourne, Australia have recently been released to large fanfare, not just for its cutting each design but also its famous inspiration. The tower’s uniquely curved design is inspired by Beyoncé’s acclaimed Ghost video which features the much loved artist surrounded by a swirling black cape with dancers in full bodysocks and the creative piece was directed by Belgian director Pierre Debusschere.
The project is owned by Fragrance Group, who enlisted top architects Elenberg Fraser to design their dream mixed-use development which will include retail space, a hotel and apartments. Situated at 134 Spencer Street, it is a part of the ongoing gentrification of Melbourne’s Docklands, Fisherman’s Bend and Southbank areas and it will be the first focal point for those stepping out of the Southern Cross Station. The 13012 Premier Tower will also be the main anchor for the increasing westerly shift of the central business district to the constantly improving area.
Described as less than meets the eye, the tower’s undulating twists and turns masks the first principle of the project – rationale. The building is a culmination of extensive research into the individual site and climatic constraints combined with Elenberg Fraser’s new parametric modelling techniques. Its complex form is in fact a vertical cantilever which has been proven to give the best results in terms of structural dispersion, wind requirements and frequency oscillation and it has been determined as the best way to redistribute the building’s mass.
A lofty mix of art and scientific function, the building is set to cause a stir on Melbourne’s skyline. The immediate precinct surrounding the 13012 Premier Tower and the public areas of the tower itself have been created with a long-term view of urban design and the development will be built to be self-sustaining. What is sure to become a hub in the gentrified area, the tower will house a selection of restaurants, bars, retail spaces and even a state of the art pool and roof terraces which is sure to quickly be the go to place to socialize and unwind in the city.
The 90,550m² space is projected to take forty months to complete and more information can be found on the Elenberg Fraser website.