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From Tobacco to Transformation: The Rise of Melbourne’s Morris Moor

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From Tobacco to Transformation: The Rise of Melbourne’s Morris Moor

A New Beginning in Melbourne’s Southeast

Once, it was all about cigarettes. Rows of machines, smoky air, and a legacy steeped in industry—this was the Philip Morris cigarette factory in Moorabbin, Melbourne.

But today, the factory’s old red-brick walls tell a different story. They’re the backbone of Morris Moor, a 6.3-hectare creative precinct that’s swapped out tobacco for tenants like NAB, New Balance, and a brewery. It’s no longer a place that pumps out smoke; it’s a hub where businesses, artists, and locals meet for mini-golf, bowling, or just a well-brewed coffee.

How did this radical change happen? It’s all thanks to a vision that saw potential in old bones.

The Visionaries: Bringing an Idea to Life

For the team at Up Property, this factory was more than just a dilapidated space—it was an opportunity.

They envisioned a transformation that would keep the structure’s industrial roots alive but spin a modern, community-focused twist into it.

The goal wasn’t just to fill the space with tenants; it was to create a place where people would actually want to be.

They preserved the factory’s original charm but went big on the upgrades, adding floor-to-ceiling windows, sprawling open spaces, and features that would surprise and delight—from health clinics and studios to breweries and dining options.

Now, Morris Moor has the feel of a campus, a place where people don’t just work but also unwind.

What Makes Morris Moor Tick: A Mix of Nostalgia and Innovation

The key to Morris Moor’s success lies in what it offers the community. Sure, there are businesses, but this isn’t just a corporate office park.

Visitors can play a round of mini-golf, bowl a few frames, or unwind in a brewery that’s built right into the space.

The blend of amenities captures something unique—Morris Moor isn’t trying to be like every other mixed-use development. Instead, it’s a reminder of Melbourne’s industrial past, polished up with the charm of the present.

Up Property’s vision was to craft a space where people could escape the “work grind” and reconnect with a real sense of place and purpose.

The Bigger Picture: What This Transformation Means for Urban Development

Morris Moor’s story is more than just a makeover; it’s a lesson in the art of adaptive reuse.

Turning an old factory into a space that’s loved by locals shows the power of seeing beyond “what was” and imagining “what could be.”

In an era when many cities face housing shortages and space constraints, this project offers a blueprint for turning dormant spaces into vibrant hubs for community and business alike.

The team behind Morris Moor didn’t just change the use of the building—they created a place with a new heartbeat, a place where the local economy thrives and the community gathers.

A New Chapter for Old Spaces

The transformation of Morris Moor is a bold reminder that some things, with a little imagination, can be made new again.

Once a place for cigarettes, now it’s a symbol of a more sustainable, community-driven future.

And in a city that’s growing fast, Morris Moor’s success is a call to other developers: Let’s keep breathing new life into our past.