Virtual Reality Brings Melbourne’s New Urban Precinct To Life

Lendlease has accessed 3D virtual reality technologies to give customers a virtual picture of what their new offices, homes and city at their Melbourne Quarter precinct will look like.

The property and infrastructure group created two technological marketing suites for its newest urban regeneration project, Melbourne Quarter, addressing the common challenge of capturing a project's vision during the development stage.

The Melbourne Quarter Apartments Sales and Display Centre at 691 Collins Street was designed by Fender Katsalidis architects and includes virtual reality goggles, an interactive 3D digital printed model controlled via iPad, a cinema room and a viewline iPad app to tailor customer’s experiences.

Lendlease Urban Regeneration managing director Mark Menhinnitt said keeping in touch with customers through new technologies helps the team understand more about purchaser wants and needs.

“Virtual reality goggles give buyers the chance to step inside residential amenities like swimming pools, gyms, spas and our New York-style Skypark before they have been built to experience the precinct in real time and scale,” he said.

The second suite, the Melbourne Quarter Leasing and Information Centre at 655 Collins Street, has been designed by Melbourne architects Technē Architecture and Interior Design, and is tailored for business-focused customer briefings.

Mr Menhinnitt said the VR component will  include a digital Lendlease iPad story wall and three wall projections showing interactive precinct imagery and views from the commercial towers controlled by a jog wheel, enhancing the sense of immersion and interactivity.

“The suite is a reflection of Melbourne city culture and what this great new city precinct has to offer, and is a strong, sustainable design that is focused on creating a sense of community," he said.

Technē Architecture and Interior Design senior associate Gabriella Gulacsi said technologies like Oculus Rift are rising in popularity due to their accessibility, making them a powerful tool for reaching customers.

“Virtual reality technology is increasingly important for both developers and architects to communicate a project's vision to customers before construction begins,” she said.

“At Melbourne Quarter, a series of projections display the anticipated views of the future precinct and community, replacing the conventionally standard, static marketing suite.”

As a brand new city urban precinct directly opposite Southern Cross Station, Melbourne Quarter will aim to be the city’s greenest precinct as over half of the site is designated to open public space.

Fronting two of Melbourne’s iconic streets, Collins and Flinders, it will bring together world-class design, city living, future workplaces, dining, shops and open green spaces.