Few buildings are awarded iconic status before they are built, if at all. Described by City of Port Phillip councillor David Brand as a “cutting edge apartment building which could one day be seen as a minor icon in its own right”, 12 Grey Street will stand side by side with the 19th Century iconic George Hotel in “paramount position”. Designed by highly awarded architects Wood Marsh, St Kilda's most anticipated cutting edge residential development evokes a new architectural criteria.