Traders in Purple has lodged amended plans for its recently acquired Montague Road site in West End, proposing three residential towers and new green links to Davies Park.
A Site with a Long Design History
The 1.6-hectare landholding at 281–297 Montague Road has seen multiple iterations over recent years. The site was formerly owned by Sydney-based Henroth Group, which in 2020 sought approval for two 24-storey residential towers comprising 470 apartments.
BCC later approved a reduced scheme in 2023 for two towers of 18 and 20 storeys and 345 apartments. Earlier still, Henroth’s original submission featured five buildings between six and twelve storeys with 434 dwellings. The company eventually redirected its attention to another project in New South Wales before selling the West End property to Traders in Purple in May 2025 for an undisclosed amount.
A New Plan for Montague Road
Under the revised concept, Traders in Purple proposes three slimmer towers rising 19, 18 and 16 storeys, delivering 403 apartments across the 1.6-hectare site. The plan aims to open the previously private land to the public with heavily landscaped walkways connecting Montague Road to Davies Park for the first time.
These green corridors will include seating areas, tropical planting, and active retail spaces suited to cafés, restaurants, and local services. About 15 per cent of the site will be allocated for public use, including an extension to Davies Park and provisions for future widening of Montague Road.
Architecture Rooted in Local Character
Rothelowman Architects has designed the project to echo the features of classic Queenslander homes. The tower facing Davies Park will include a rotunda at ground level with decorative screening reminiscent of traditional timber façades.
The design introduces a green pedestrian spine through the centre of the development, extending the vibrancy of Vulture Street into Davies Park and towards the Brisbane River. The proposal focuses on connecting residents and visitors through open, shaded pathways and landscaped gathering areas.
Meeting Demand for Diverse Housing
The proposed dwellings will range from one to three bedrooms, targeting a broad spectrum of buyers including first home seekers, working couples, families and downsizers. The development also plans to incorporate shared resident amenities to support social connection within the precinct.
Traders in Purple noted that West End’s median house price, now around $1.86 million, has created barriers to entry for many. The apartment mix is expected to provide a more attainable option for those wanting to live close to the inner city while still enjoying the suburb’s established community and riverside setting.
Strengthening the West End Precinct
This proposal marks Traders in Purple’s sixteenth project in Queensland and its second in West End, following the launch of Rivara earlier this year, where strong early sales reflected continuing demand for local apartment living.
The Montague Road site’s proximity to the CBD, riverfront, and public transport positions it as a key infill location supporting sustainable urban growth. The emphasis on green links and public access aligns with broader renewal efforts occurring throughout the inner south.
What Happens Next
The amended development application is under assessment by BCC. If approved, the three-tower scheme will transform the former Henroth site into a mixed-use residential precinct integrating public green space, retail activity, and enhanced pedestrian connections to Davies Park.
Published 5-Nov-2025
