For reimagining the Newcastle skyline

Forever Newcastle

Transforming four city blocks into a vibrant urban village, East End is Newcastle’s most thought-out residential development.

Aerial view of Newcastle CBD looking towards the coastline, with East End in the city heart
Artist’s Impression
Aerial view of Newcastle CBD looking towards the coastline, with East End in the city heart
Artist’s Impression


9 residential levels with 23 apartments
Shared courtyards

Referencing our direct line of sight to the Port of Newcastle, and how East End reunites city and harbour, Portline is a contemporary building deeply embedded in the historic fabric of Hunter Street. Local firm Curious Practice will retain two existing heritage façades, drawing on their classic details to create new architecture that is equally elegant: thin vertical forms, various roof heights and scalloped upper edges, all in shades of rich ochre.

From a vibrant atmosphere outside, Portline inspires harmony and connection within. Lobbies and corridors face onto a lushly landscaped courtyard in the building core; the shared garden on Level 4 features outdoor seating and barbeque facilities. On the ground floor, select residents can also access a wine cellar.

Artist’s Impression


2 residential levels with 9 apartments
Shared rooftop terrace

Originally built in 1908 as a council munipical building, the beautiful renders and brickwork of Civic have endured in the city centre for over a century. Its valuable façade will be retained, with no additional residential tower above it – proudly standing at only two storeys as it has always done. Instead, its interiors will be converted into grand apartments with high ceilings and a unique heritage character.

On the rooftop of Civic will be a resort-style terrace for our residents’ leisure, with a swimming pool and landscaping inspired by Newcastle’s rockpools and coastline. This building will continue to honour its municipal past, serving new constituents as the shared heart of our final release.

Artist’s Impression


10 residential levels with 29 apartments
Footbridge to rooftop terrace

Bluebell is named after the former Blue Bell Hotel, which plied its trade on the corner of Thorn and Laing Streets behind the Borough Markets.

Designed by Durbach Block Jaggers, this building recalls East End’s earlier architecture and creates a visual link between all releases. Its stepped façade is made up of glazed bricks that shine in the Newcastle sunlight. Their dappled finish changes in hue from base to sky, dark to light; a colour inversion of Fabric House from Stage 1.

Bluebell is the boldest building in our final release, yet sympathetic to the cathedral on the horizon above. Its tapering form evokes a bell tower and allows for more corner apartments, each with expansive outlooks and natural light. Completing Bluebell’s memorable silhouette is a double-height, vaulted concrete roof that mimics a cloud, floating over the building.

Artist’s Impression

Gibbs & Moore

7 residential levels with 52 apartments
Ground floor retail

Home to the Newcastle Borough Markets at the turn of the twentieth century – where a publican named Robert Gibbs and a manager called Richard Moore once worked – this spot will again bring the people of the city together.

Gibbs & Moore is the rebel in a trio of apartment buildings between Thorn and Morgan Streets; twisting in place to form a new public square with covered colonnade along street level and optimise resident views towards the headland.

Designed by our lead architect SJB, the exterior of Gibbs & Moore will be crafted in concrete. This highly durable material is simple in its sophistication, with subtle variation in its finish and detail. Coloured blinds over deep, eave-like window frames will add a layer of playful movement to the angular façade, while also providing privacy for each resident.

Artist’s Impression


10 residential levels with 82 apartments
3 levels of shared amenity

Standing on the corner of King and Newcomen Streets, SJB’s design for Kingston is inspired by the surrounding hand-cut stone walls of Newcastle East. Its masonry façade builds on this historic bedrock, with a rough brick in sandstone tones that becomes refined as the building rises over the city.

In contrast to its solid exterior, a lush secret garden is carved into Kingston’s central courtyard – providing tranquility and joy for residents, and natural light and cross-ventilation for their apartments. This building also features incredible facilities, including an indoor pool, spa, and private vistas that sweep across Newcastle.

Artist’s Impression

Watch our newest residents share their experience of buying off the plan at East End.

A bustling Hunter Street looking to Christ Church Cathedral through three new East End apartment buildings: Portline, Bluebell and Civic Artist’s Impression

“We wanted to create buildings that could only belong in Newcastle; that reflect its history and become part of the fabric of the city.”

Adam Haddow, Director, SJB
The new town square and view corridor in Newcastle CBD at East End, showing the Civic and Bluebell buildings Artist’s Impression
The new Market Place
On the ground plane where Hunter Street meets Market Street, a new Italian-style plaza will invite the community to pass through, seek shelter, or meet up.
A colourful architectural sketch of the viewline with the cathedral on the hill overlooking East End’s final release
Opening the viewline
Live among Newcastle’s most famous landmarks. East End optimises resident vistas and frames the city’s long-lost view corridor from harbourfront to hilltop.
A bustling Hunter Street looking to Christ Church Cathedral through three new East End apartment buildings: Portline, Bluebell and Civic Artist’s Impression
Preserving our heritage
Each building of East End is designed by a different architect. Yet together, they all gracefully integrate into the historic layers and character of the city centre.
Bluebell in the foreground overlooking Civic’s rooftop and north to the Port of Newcastle Artist’s Impression
Connected to place
Landscaping that genuinely reflects our environment is just as important as architecture. With a Country-oriented approach by COLA Studio, greenery will be everywhere at East End.
People in swimwear by a resort-style rooftop pool surrounded by tropical landscaping Artist’s Impression
Resort level amenity
Unwind or recharge above the bustle of Newcastle CBD. Our final release offers high-end facilities across multiple buildings, to be shared by residents.
The new plaza at Civic, Bluebell and Gibbs & Moore at dusk, with view of Christ Church Cathedral Artist’s Impression
A social spirit
As Morgan and Laing Streets hum with fine grain activity, East End will also bring Hunter Street to life with new shops and a lively outdoor dining precinct.

Don’t miss your chance to experience the ultimate Newcastle lifestyle. Enquire now by calling 1800 931 088 or entering your details below.

New East End display suite
Opening early 2023
165 Hunter Street, Newcastle.

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