Design that Sparks Curiosity - Whitlam Place by Freadman White
Project Feature
Fitzroy, VIC, Australia

Words Bronwyn Marhsall
Photography Gavin Green
Formally, There Is An Undeniable Carlo Scarpa Influence In The Bold And Unapologetic Brutalist Use Of Materiality.

Imbedded with moments that spark curiosity, Whitlam Place is conceived as a brutalist Scarpa-inspired solid form, sitting atop a light-filled transparent box. Referencing proportions of the neighbouring Fitzroy Town Hall, Freadman White’s design takes its cues from the neighbouring context.

Whitlam Place sits in the inner-urban suburb of Fitzroy, just north of Melbourne’s CBD. Its proximity between hospitality-rich Smith, Gertrude and Brunswick Streets makes it an enviable location. Together with Milieu Property, Freadman White has taken the opportunity to propose an architectural response that speaks to its surroundings, while also having its own unique identity. Implanted throughout there is an added sense of curiosity and play – in the form, punctuation of the façade and the material selection and application. Built by Visioneer Builders, the result is a series of eleven apartments, each with its own personality.

The Height And Proportions Of The Overall Form, Though, Bring Back A Sense Of Connection To Site
Freadman White has taken the opportunity to propose an architectural response that speaks to its surroundings, while also having its own unique identity.
This Interestingly Sits In Contrast To The Many Worker’s Cottages And Victorian Era Frontages That Dot The Streets That Surroun
And Are A Respectful Acknowledgment Of The Neighbouring Classical Fitzroy Town Hall With References To The Classical Corinthian
Layered Landscaped Elements Add A Playful Complexity. Its Location Adjacent A Small Open Community Park Also Allows For The Bui
The height and proportions of the overall form though bring back a sense of connection to site, and are a respectful acknowledgment of the neighbouring classical Fitzroy Town Hall and references to the classical Corinthian columns and ornate detail.

Formally, there is an undeniable Carlo Scarpa influence in the bold and unapologetic brutalist use of materiality. This interestingly sits in contrast to the many worker’s cottages and Victorian-era frontages that dot the streets that surround. The height and proportions of the overall form, though, bring back a sense of connection to site, and are a respectful acknowledgment of the neighbouring classical Fitzroy Town Hall with references to the classical Corinthian columns and ornate detail. Sitting below the solid formal gesture then, is a light-filled, and purposefully active, transparent box. The tension between weightiness, materiality and permeability are the first hints of curiosity upon entry.

While Also Having Its Own Unique Identity. Implanted Throughout There Is An Added Sense Of Curiosity And Play
Implanted throughout, there is an added sense of curiosity and play – in the form, punctuation of the façade and the material selection and application.
Freadman White’s Design Takes Its Cues From The Neighbouring Context.
Influencing Proportion In This Scarpa Inspired Solid Form That Sits Atop A Light Filled Transparent Box.
Internally, the depth, detailing and texture are then expressed as a sculptural element around which circulation flows.
We Explore How Freadman White Has Created Eleven Bespoke Apartments In Fitzroy, Taking A Scarpa Inspired Solid Brutalist Form,
Together With Milieu Property, Freadman White Has Taken The Opportunity To Propose An Architectural Response That Speaks To Its
Freadman White Has Taken The Opportunity To Propose An Architectural Response That Speaks To Its Surroundings, While Also Havin
Freadman White’s Whitlam Place Takes Cues From The Neighbouring Context

Externally, the copper façade is applied with an oxide finish to actively pursue the natural patina. Together with the textural variation of the concrete and bronze tones, layered landscaped elements add a playful complexity. Its location adjacent a small open community park also allows for the building to be a public sculpture of sorts, and form part of the public realm. Continuing internally, the strong presence of individuality was key, allowing for custom sizing and adjusted planning for favourite furniture pieces and collected objects.

Whitlam Place Sees Freadman White Propose A Response To Inner Urban Medium Density Living, Which Is Embedded With Moments That
On Tlp Today, We Explore The Eleven Bespoke Apartments In Fitzroy, Melbourne, That Take Proportional Reference From The Neighbo
The penthouse apartment includes a series of curved glass opening, wrapping around a private south-facing courtyard.
Whitlam Place Sees Eleven Bespoke Apartments Reference Proportional Cues From Its Neighbouring Context.
Imbedded With Moments That Spark Curiosity, Whitlam Place Is Conceived As A Brutalist Scarpa Inspired Solid Form
Together with the textural variation of the concrete and bronze tones, layered landscaped elements add a playful complexity.
The Height And Proportions Of The Overall Form Though Bring Back A Sense Of Connection To Site, And Are A Respectful Acknowledg

The architecture plays a strong part in defining the internal spaces, where each punctuated opening creates a curated image and experience of the view beyond. Internally, the depth, detailing and texture are then expressed as a sculptural element around which circulation flows. The penthouse apartment, for example, includes a series of curved glass opening, wrapping around a private south-facing courtyard toward the park. Additionally, custom terrazzo stone has been fashioned throughout, and applied based on the client and their own expression of space. The planning also responds to use, where active living spaces being intentionally large and connected to the exterior, while the passive sleeping spaces are more modestly provided for.

Whitlam Place Sits In The Inner Urban Suburb Of Fitzroy, Just North Of Melbourne’s Cbd. Its Proximity Between Hospitality Rich
Continuing internally, the strong presence of individuality was key, allowing for custom sizing and adjusted planning for favourite furniture pieces and collected objects.
Sitting Atop A Light Filled Transparent Box. Referencing Proportions Of The Neighbouring Fitzroy Town Hall
Short Feature Whitlam Place, Freadman White
Throughout, there is a clear sense of playfulness, and expression. Freadman White have has the opportunity to work with the individual buyers, and create moments of individuality.
In The Form, Punctuation Of The Façade And The Material Selection And Application. Built By Visioneer Builders, The Result Is A

Throughout, there is a clear sense of playfulness and expression. Freadman White has taken the opportunity to work with the individual buyers, and create moments of individuality, moments that make a home unique, that speak to the inhabitants’ quirks and wants. A unique experience to create such specialised spaces in such an inner-urban dense residential environment, Whitlam Place is paving its own path as to what our future built worlds could entail.

Sitting Below The Solid Formal Gesture Then, Is A Light Filled, And Purposefully Active, Transparent Box
Custom terrazzo stone has been fashioned throughout, and applied based on the client and their own expression of space.
The Tension Between Weightiness, Materiality And Permeability Are The First Hints Of Curiosity Upon Entry.
Externally, The Copper Façade Is Applied With An Oxide Finish To Actively Pursue The Natural Patina
Implanted Throughout, There Is An Added Sense Of Curiosity And Play – In The Form, Punctuation Of The Façade And The Material S
Internally, The Depth, Detailing And Texture Are Then Expressed As A Sculptural Element Around Which Circulation Flows.
A unique experience to create such specialised spaces in such an inner-urban dense residential environment, Whitlam Place is paving its own path as to what our future built worlds could entail.
Together With The Textural Variation Of The Concrete And Bronze Tones
Published 11 July, 2019
Photography  Gavin Green
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