The Albert Park headquarters at 9 Dundas Lane, the former biscuit factory that served as Frontier Touring’s origin point, is now on the market with a valuation of $6 million to $6.5 million. Marketing the property through an expressions of interest process that concludes at noon on Thursday, October 29, are Marshall White and Stonebridge acting on behalf of Advise Transact.
Mushroom has occupied the address since 1980, eight years after Michael Gudinski founded the company at St Kilda. The building’s history includes artists who launched careers there such as Kylie Minogue, Jimmy Barnes, Split Enz, Skyhooks, Paul Kelly, Archie Roach and The Temper Trap. Frontier Touring, based in the same premises, has since delivered tours by Taylor Swift, The Rolling Stones, Madonna and Bruce Springsteen across Australia and New Zealand.
The freehold corner site spans 525 square metres with three street frontages. Inside, the building contains approximately 1,080 square metres of floor space distributed across two principal levels and an additional 100 square metres on an upper level with office space and rooftop terrace. Stonebridge director Max Warren noted the site is zoned Neighbourhood Residential with no current planning approvals, though development potential exists for up to five levels.
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Warren emphasized Mushroom held the property for over 50 years. Early buyer interest has emerged from owner-occupiers, developers, builders, house converters, and marketing agencies, alongside inquiries about alternative uses like retail conversion. Marshall White agent Oliver Bruce predicted strong owner-occupier demand, explaining that the building’s scale, corner light exposure from three streets, and warehouse volume align with what buyers seek when reimagining such spaces as residences.
Matt Gudinski, Mushroom Group chief executive, described locating the right custodian for the building as essential as the company prepares for its next chapter. “I’ve been coming here my entire life, and it’s hard to overstate what this place means to everyone at Mushroom,” he said. “It will be sad to leave so many memories behind, but we’re excited for what the future might hold for this iconic address.”
Dylan Kilner of Stonebridge highlighted the scarcity of converted industrial buildings in Melbourne’s inner suburbs. “There’s a real character to this building that you can’t manufacture,” Kilner said. Advise Transact managing director Mark Wizel stated the property’s legacy would anchor the campaign.