Firefighters respond to significant fire in South Yarra

UPDATE 8.40am

As of 7.27am, the fire has been deemed suspicious.

7.00am 19 September 2025

At 1.28am, Fire Rescue Victoria (FRV) responded to an incident on Garden Street, South Yarra, after callers to Triple Zero (000) reported black smoke billowing from the site of the well-known old Jam Factory, which is currently under demolition and renovation.

The entire site is approx. 250m x 100m.

Firefighters arrived on scene to find a fire within a third of the brick building, which is still standing in the northern corner of the site.

Comprising of 3 stories in parts, the fire was in a first-floor sub floor and the old stairway. The remainder of the site is brick and concrete rubble.

Firefighters attacked the blaze, bringing the incident under control at 2.39am.

Crews will be remaining on scene throughout the morning to continue to extinguish the fire.

No injuries have been reported.

The cause of the incident is yet to be determined.

A Community Advice was issued to advise of smoke in the area.