The land that was to become the site of the Bushells building formed part of a locale known as Frog Hollow, and area of simple terraces and cottages. The suggestion of a watercourse in the early plans may explain the nickname, which appears to be given to many marshy localities in Sydney and other towns in Australia. From the vicinity of the intersection of Grosvenor and Cumberland Streets originated a small creek, which flowed across the northwest corner of 'Frog Hollow'.