OMA's competition design for the Beulah Tower focuses on sustainability within Melbourne's urban model. The ambitious project features a mixed-use, vertical city with extensive retail including a BMW flagship location, office space, a hotel, and residential living. The base of the building houses 24/7 retail and food and beverage programs. Large express escalators, elevator shortcuts, and laneways provide extensive movement throughout the space, while the open arcades act as a permeable shell inviting the public in from the surrounding streetscape.