A new 19-storey hourglass-like tower designed by Durbach Block Jaggers (DBJ) architects could bring a “Times Square” flavour to Sydney’s Potts Point if granted development approval.

Dubbed “The Crest” by DBJ, the design was the recent winner of a City of Sydney Design Excellence Competition and is situated on the intersection of Victoria Street and Darlinghust Road, overlooking the famous Kings Cross Coca Cola Sign.

The form of the building, and its proximity to one of Sydney’s more vibrant nightlife communities, has drawn comparisons to New York’s Times Square and the famous Times Tower.

"When you view the building from the Coca-Cola sign with Darlinghurst Road and Victoria Street veering off, and all the lights and action, it gives the whole area a New York Times Square feel," Ben Stewart, director of residential projects for selling agents CBRE, told Fairfax Media.

<Comparisons have been drawn between New York's Times Square and the new site for DBJ's The Crest. Image: Shanti.

The site is currently occupied by the Mecure Tower which will be stripped back to just its core, from which the new tower’s curving form will branch-out from.

The tower will comprise 139 one, two and three-bedroom apartments with views from as low as level three, and many with parking.

A major supermarket brand has been slated for the level one tenancy and will be the anchor attraction for other businesses.

Initial renders of the building show 16-storeys of apartments rising from an interesting podium that is topped with a landscaped garden and filled with retail tenancies.  

Floor-to-ceiling glazing will facilitate views to the Sydney Opera House and over Sydney Heads while shading elements and veranda setbacks break up the otherwise monolithic façade.

Iris Capital will develop the property and is expecting design application approval by July or August. 

All images unless stated from Durbach Block Jaggers.