Pitch Golf to Anchor Cremorne’s Matchworks Redevelopment in Australian Debut
MELBOURNE – Global entertainment brand Pitch Golf Australia has secured its first domestic location at the Matchworks precinct in Cremorne. The deal, exclusively leased by Colliers, marks a significant milestone for the landmark redevelopment of the former Bryant & May Redheads site.
The arrival of the experience-led golf concept follows the recent commitment by The Hoxton Hotel, positioning the Alfasi Group’s Matchworks project as a central hub for immersive hospitality and leisure in Melbourne’s inner-city.
The Transformation of an Iconic Site
The Matchworks redevelopment at 560 Church Street is transforming a historic industrial site into a mixed-use destination. The precinct spans over 2,000 square metres and includes:
- Experiential retail and creative spaces
- Food and beverage offerings
- Wellness facilities
- Sustainable workplace and accommodation components
The project is designed with a focus on ESG (Environmental, Social, and Governance) credentials, targeting a 5-Star Green Star and 5.5-Star NABERS rating. It features all-electric operations and extensive green space.
Shifting Retail Trends
The commitment from Pitch Golf reflects a broader trend in the Melbourne property market toward “leisure-based” and “experiential” retail formats.
“Pitch Golf brings an internationally proven, experience-led concept that aligns perfectly with the way people want to socialise, work and play today,” said Ruby Koop, Senior Executive of Retail Leasing at Colliers. “This isn’t just a retail tenancy, it’s a destination offering that will activate the precinct from day to night.”
Koop noted that Cremorne’s mix of culture and proximity to the CBD continues to attract global operators, reinforcing its status as a “genuine gateway market.”
The Value of Mixed-Use Precincts
Colliers’ Head of Retail Leasing in Victoria, Tom Larwill, emphasized that traditional retail formats are being deprioritized in favor of engagement and placemaking.
“Leisure-based and experiential concepts are driving some of the strongest leasing outcomes we’re seeing, as landlords and tenants respond to changing consumer expectations post-COVID,” Larwill stated.
He added that integrated precincts like Matchworks are outperforming single-use developments because they “generate built-in demand throughout the day and week. That’s where retailers see long-term value.”
By blending local character with global brands, the Matchworks precinct aims to reintroduce one of Cremorne’s most recognizable sites to the public as a future-focused lifestyle destination.
