Apartment Owners and Developer Win Bid to Shift East Melbourne Border

RESIDENTS in Becton’s posh One East Melbourne glass tower have won a battle to have their suburb name changed.
 
At a meeting last week, the Melbourne City Council approved a recommendation to shift the East Melbourne suburb boundary west, to include apartments and an office between 227 – 293 Wellington Parade South, which would have previously been considered Melbourne, 3000, and arguably be worth a lot less.

East Melbourne branding was evident in Becton’s marketing material for a 19-level apartment building developed on former railyards near Federation Square. The council heard the suburb name was a significant factor for many residents, who purchased apartments in the complex.
 
Australia Post supported the suburb re-alignment, but objections were received, including one which suggested the entire Becton railyard project, developed in stages since 1992, should be considered Melbourne.