Elenberg Fraser designs Beyoncé-inspired Premier Tower in Melbourne

Australian architect Elenberg Fraser announced that a 160-room hotel will be opened in Melbourne , with the property inspired by pop performer Beyoncé. The 226-meter (741-foot) Premier Tower will have a series of curves and bulges, with the form paying homage to Beyoncé’s “Ghost” music video.

Planning approval was granted for the 68-story structure.  While no scheduled completion date was released, work is projected to take 40 months.

According to Fraser, the building will use parametric modeling techniques, a type of computer-aided design based on algorithms that allow complex shapes to be formed taking account data constraints. The result will be a complex vertical cantilever, which the architect says will be an effective way to redistribute the building’s mass.


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The mixed-use development will include the hotel, as well as 660 apartments and retail space.

Premier Tower will be located in front of the Australian city’s Southern Cross station in the central business district.

Helping develop the project are Singapore’s Fragrance Group, and Oculus, which was appointed as landscape architect.