The Broadbeach location Morris couldn't look past

Broadbeach isn't a suburb where developers need to work particularly hard to sell the location.

The relatively skinny, elongated suburb means that even at its most westerly point, the beach is still within walking distance, as are some of the Gold Coast's best cafés and restaurants. The light rail runs through the suburb, while Pacific Fair and The Star Gold Coast round out a lifestyle offering few other Gold Coast suburbs can match.

But within a suburb already known for its walkability, there are still certain streets that have something a little harder to replicate.

Armrick Avenue is one of them.

The short residential street runs from the Gold Coast Highway to Broadbeach Boulevard, where the built environment gives way to Broadbeach Park, the Broadbeach Bowls Club and, just beyond, the foreshore and beach.

It's perhaps no surprise that Morris Property Group, one of the biggest contributors to the Broadbeach skyline over the past 20 years, identified Armrick Avenue for its next project in the suburb. What was a surprise was that there hadn't been a new apartment building on the street in decades.

Morris Property Group has spent more than two decades developing locally and has now launched 11 projects in Broadbeach, giving it a detailed understanding of the streets, sites and pockets that make up one of the Gold Coast's most tightly held apartment markets.

At Armrick Avenue, Morris saw an opportunity to bring more attainable apartment stock to a premium part of Broadbeach, with location forming a central part of the proposition alongside apartment design, finishes and resident amenity.

Crest will comprise two towers of 40 and 35 storeys, with 339 two and three-bedroom apartments.

At the eastern end of Armrick Avenue is one of the more valuable commodities available to an apartment developer on the Gold Coast: land that isn't likely to become another apartment tower.

Broadbeach Park and the adjoining Broadbeach Bowls Club create a substantial green buffer between Crest and the coastline, with parkland, sporting and community facilities and the beach concentrated immediately east of the development.

That open space is also important to Crest's outlook. Ocean views on the Gold Coast can change as neighbouring sites are redeveloped, while Crest's easterly outlook currently extends across the park and bowls club toward the coastline rather than immediately across neighbouring high-rise development.

It gives the project something increasingly difficult to find as Broadbeach continues to develop: proximity to the centre of the suburb combined with a substantial parkland setting toward the coast.

Armrick Avenue remains predominantly residential and tree-lined, yet Crest is within walking distance of much of Broadbeach's established amenity.

Around 250 metres away is Florida Gardens G:link station, connecting residents north through Surfers Paradise and toward Helensvale, and south through Broadbeach.

Head east and the beach is reached through the park, while a short walk south brings residents into the heart of Broadbeach around Victoria Avenue, where restaurants, cafés and bars sit alongside The Oasis Shopping Centre.

Mamasan, Koi Dining, Moo Moo and The Lamb Shop are among the dining options spread through the surrounding streets, while Woolworths at The Oasis provides day-to-day shopping.

Further south again are Pacific Fair, home to more than 400 stores, and The Star Gold Coast, with its collection of hotels, restaurants and entertainment.

Crest therefore sits between the quieter residential pocket around Armrick Avenue, the park and beach to the east, the light rail to the west and the dining, shopping and entertainment precinct to the south.

That combination has become increasingly difficult to replicate as Broadbeach has grown vertically.

Morris Property Group's familiarity with the suburb meant finding another Broadbeach site wasn't necessarily the challenge. Finding one with a position like Armrick Avenue was.

Construction on Crest Broadbeach is now underway, with around 70 per cent of the project sold and completion targeted for 2027.

Remaining two and three-bedroom residences are priced from $1,209,900.