Penfold's Buildings
352-362
81-91 Victoria Pde, Fitzroy, Victoria
Autumn 2007 - Preservation News
The former cable-car tramway system is a major part of Melbourne's rich history. The system was replaced by electric trams during the 1920s, but the majority of the buildings that housed the trams (and the cables) remain standing, albeit re-used for other purposes.
A number were re-modelled extensively in the 1930s - promient architect Harry Norris created a car showroom (now converted to the Royce Hotel) and the Capitol Bakery in South Yarra.
A third, on the corner of Brunswick St & Victoria Pde, Fitzroy, became a storage and distribution centre for Penfold's Wines. It is the sole example of Moderne architecture in a predominantly 19thC precinct,
making it a rarity in this part of Fitzroy. It also demonstrates the application of the Moderne style to a commercial building - including subtle decorative features e.g. wave-like border at roofline,
fluted mouldings at the front door, and the inclusion of the tower facing Victoria Parade.
Unfortunately, the neon signage was lost many years ago. In recent years it has been used as a bicycle factory but it has been acquired as the site for a proposed 14 storey office block.
ADS has joined with the City of Yarra and local residents in opposing the development, on both heritage and planning grounds.
Spring 2007 - Preservation News
Despite numerous objections from the City of Yarra, ADS and local residents, the Victorian Civil and Administrative Tribunal (VCAT) has granted a permit
for the demolition of this distinctive building and its replacement with a twelve storey building. It had started life as an engine house for cable car trams in the 1880s
and received a Moderne makeover in 1936 when it was converted to a warehouse for a wine company.
