Repeat buyers are one of the strongest measures of confidence in any apartment development.

At <a href="https://www.apartments.com.au/new-apartments/era-newcastle-west-124-126-bull-street-newcastle-west-nsw-2302">ERA</a> in Newcastle West, some purchasers are returning to <a href="https://www.apartments.com.au/developers/gwh">GWH</a> after living at the developer's One Apartments. Their decision to purchase again was driven by the quality of life they found after moving into their first GWH home.

Keith Wilton had spent years living in a house in East Maitland before deciding it was time for a change. Apartment living had always been on his radar, but he was selective about what he wanted.

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"I had some boxes I wanted to tick," he says.

Keith points to the open-plan design, generous outdoor areas and considered inclusions as key reasons One Apartments worked for him.

“One of those things was a nice indoor open plan area, but also I wanted a nice outdoor open area that I could entertain on in summer or Christmases or birthdays,” he says.

He also found value in the smaller details, from integrated appliances to shared resident spaces including the pool, cinema and rooftop areas.

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After comparing several developments, he chose One Apartments because of GWH's longstanding local reputation and his own experience working with the developer on a commercial project more than a decade earlier.

"I knew that they were local, that the quality of the build was going to be up there. I'd looked at other apartment complexes around and close by, and I just knew that here was a better decision location wise."

Today, Keith says the move has completely changed how he experiences Newcastle.

"I enjoy living in this location because it's more of a lifestyle change. That Newcastle city living where you can walk to restaurants and bars and even beaches and parks and even shopping across the road."

[smartcode_project:default project_id=135096 project_image_fid=356828]

Beyond the location, he says it's the sense of community that has surprised him most.

"Everyone loves living here because they chose to live here, but everyone looks out for each other. It's a real great community feel here."

For Aimee and Lyle Goodman, the journey started almost by chance.

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The couple happened to be having coffee in Newcastle when they noticed the site where One Apartments was about to begin construction.

"We were aware GWH was planning a development," Aimee says. "We made one phone call and things moved pretty quickly after that."

As busy business owners, they initially thought apartment living would simply reduce the maintenance that came with larger homes. Instead, it fundamentally changed how they spent time together.

"We actually catch up more as a family now," Aimee says.

"We've had homes with big yards and lots of space, but everyone ended up in different rooms. Here we'll have dinner together, the kids can play, and we spend far more quality time together."

[smartcode_project:default project_id=135096 project_image_fid=356829]

Lyle says their confidence came from GWH's reputation within Newcastle's building industry.

"I know people who've worked across different apartment projects, and whenever GWH came up the feedback was always the same. They're rock solid. They're quality."

That confidence only grew throughout the buying process.

"One of the things that really impressed us with GWH was the whole process, was the communication," Lyle says. "It was consistent, it was regular, there was no problem if we had some weird questions, there was no problems in getting answers."

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Aimee says one moment stood out.

"The project actually finished on time. We realised we needed to hurry up and sell our house because everything was happening exactly when they said it would."

The positive experience at One Apartments ultimately gave all three buyers the confidence to purchase again with GWH, this time at ERA.

Their confidence reflects what many buyers are seeking in today's apartment market. Location remains important, but so too does certainty around delivery, quality and long-term liveability.

[smartcode_project:default project_id=135096 project_image_fid=356822]

ERA builds on those foundations with 280 one, two and three-bedroom apartments across two landmark towers in <a href="https://www.apartments.com.au/developments/newcastle-west-nsw-2302">Newcastle West</a>.&nbsp;

Designed by <a href="https://www.apartments.com.au/architects/fk-australia">Fender Katsalidis</a>, the project will include more than 2,000 square metres of resident amenities, including a resort-style pool, gym, sauna, private cinema and rooftop entertaining spaces overlooking the harbour and coastline.&nbsp;

The development is also within walking distance of the Newcastle Interchange, Honeysuckle, Darby Street, the harbour foreshore, restaurants, retail and the city’s beaches, continuing the walkable lifestyle that existing GWH buyers say has transformed how they live.

[smartcode_project:default project_id=135096 project_image_fid=356826]

For Keith, the appeal remains straightforward.

"You feel at home even before you've moved into your home."

For Aimee, the change is measured in time.

“I just felt like I had more time,” she says.

[smartcode_project:default project_id=135096 project_image_fid=351102]

Construction at ERA is now underway, with more than half of the residences already sold and limited two and three-bedroom apartments remaining in the East Tower release. Priced from $980,000 for two-bedroom residences and $1.46 million for three-bedroom residences, buyers can secure an apartment with a 10 per cent deposit, with premium homes offering ocean views from Level 8 and harbour views from Level 10.

ERA is also backed by Resilience Insurance's 10-year Latent Defects Insurance policy, providing protection against structural or waterproofing defects for 10 years after completion. The project is anticipated to be completed in early 2028.

[smartcode_project_cta:default project_id=135096]

Joel Robinson

From ONE to ERA: Why buyers are choosing GWH again in Newcastle West

Virgate Property Group is preparing to commence construction of Verdé, its new apartment development in Melbourne's Arts Precinct at Southbank, following a strong run of sales that has seen more than half of the project's 173 apartments secured.

Verdé has attracted a broad mix of first home buyers, owner-occupiers upgrading from nearby inner-city suburbs and investors, with younger owner-occupier couples aged between 28 and 45 accounting for the strongest enquiry. Many are already living in Southbank, South Melbourne, Albert Park, Port Melbourne, South Yarra and the CBD.

"Verdé is located in one of the most desirable pockets of southern Melbourne," Blair Property Group Director Darren Blair, who is managing sales at Verdé, said.

"It's within walking distance of the Arts Centre, Royal Botanic Gardens, Albert Park Lake, and Southbank's restaurants and retail. It's a great lifestyle location with strong amenity and liveability, which made it a very attractive choice for the project."

[smartcode_project:default project_id=4661 project_image_fid=372549]

Virgate was already familiar with the precinct, having previously delivered the successful Domain House development in neighbouring South Melbourne. That experience gave the developer confidence to acquire the Coventry Street site and continue expanding its presence in Melbourne's inner south.

"We had been keeping an eye on the site and the broader precinct for a few months before deciding to move forward with the acquisition," Virgate said.

The project was ultimately secured in 2020 following feasibility studies, planning assessments and due diligence, with the brief centred on delivering "a high-quality, considered design that feels both refined and fit for purpose."

[smartcode_project:default project_id=4661 project_image_fid=314259]

Designed by <a href="https://www.apartments.com.au/architects/bruce-henderson-architects">Bruce Henderson Architects</a>, Verdé comprises 173 one, two and three-bedroom apartments priced from $599,000. The architecture is distinguished by a faceted glass façade that responds to both the site's outlook and Melbourne's changing light conditions.

According to Bruce Henderson Architects, the coloured glazing gives the building a distinctive identity while also providing privacy and solar shading, with residences oriented to capture views across the bay, city skyline and surrounding parklands.

Inside, <a href="https://www.apartments.com.au/interior-designers/designoffice">DesignOffice</a> has created interiors focused on natural light, efficient planning and enduring materials. Apartments feature engineered oak flooring, natural stone benchtops, floor-to-ceiling glazing and SMEG appliances, while a restrained material palette aims to complement the expansive outlooks rather than compete with them.

[smartcode_project:default project_id=4661 project_image_fid=372550]

Resident amenity has also been designed around everyday functionality rather than occasional use. Facilities include a concierge-serviced lobby, residents' lounge with fireplace, library and co-working space, gym, terrace garden with barbecue facilities, ground-floor café, and package delivery management.

The project's location continues to be one of its strongest drawcards. Positioned on Coventry Street, Verdé sits within walking distance of the National Gallery of Victoria, Arts Centre Melbourne, Royal Botanic Gardens and Albert Park Lake, while Southbank's dining precinct, Sturt Street trams and the new ANZAC Station are all nearby. The surrounding education catchment also includes Melbourne Grammar, Melbourne Girls Grammar, Mac.Robertson Girls' High School and several major university campuses.

The sales team says buyers have responded particularly well to the combination of location, design quality and long-term liveability.

"They're responding really positively to the quality of the design, premium resident amenities and the uninterrupted views. Many also appreciate the location and how connected it is to everything they need."

The ability to secure stamp duty savings before completion has also been a key factor for purchasers, alongside the opportunity to personalise finishes ahead of settlement.

With construction set to commence soon and more than half the apartments already sold, Verdé enters its next phase as one of the Arts Precinct's more established apartment developments, offering remaining buyers an opportunity to secure a residence before construction advances further. Expected completion is scheduled for late 2027.

[smartcode_project_cta:default project_id=4661]

Virgate's Verdé Southbank moves toward construction as sales fly past halfway stage

Downsizer-focused apartment development Kooyongkoot in Hawthorn has been recognised at the 2026 Better Future Melbourne Design Awards, taking home Gold and Silver awards in two categories.

<a href="https://www.apartments.com.au/new-apartments/kooyongkoot-hawthorn-1-kooyongkoot-road-hawthorn-vic-3122">Kooyongkoot</a>, currently being delivered by developer PQD and designed by Cera Stribley, received Gold in the Interior Design – Proposed category and Silver in the Architecture – Proposed category.

The dual recognition reflects the design approach behind the boutique development on prestigious Kooyongkoot Road, where the focus has been on creating homes for downsizers seeking the space, quality and functionality of a detached house within a low-rise apartment building.

Rather than maximising apartment numbers, <a href="https://www.apartments.com.au/developers/pqd">PQD</a> and <a href="https://www.apartments.com.au/architects/cera-stribley-architects">Cera Stribley</a> limited the development to just 18 residences, allowing for larger floorplans, greater privacy, generous landscaping and expansive communal spaces.&nbsp;The majority of the apartments also benefit from corner aspects, allowing for dual sources of natural light.

Now around 70 per cent complete and on track for completion in November 2026, Kooyongkoot will comprise a mix of garden residences, ter​race apartments, sub-penthouses, and is crowned by two half-floor penthouses with direct lift access and private rooftop terraces.

[smartcode_project:default project_id=102717 project_image_fid=355297]

The Silver Award for Architecture recognised the way the building responds to its prominent corner position at the ent​rance to Hawthorn's Scotch Hill precinct, one of Melbourne's most established residential neighbourhoods.

Rather than competing with the grand homes that line Kooyongkoot Road, the architectural approach focused on restraint and longevity, using curved brickwork, generous landscaping and carefully considered proportions to integrate with the existing streetscape.

"The form feels fluid and timeless, as though shaped by the landscape itself – architecture that belongs, rather than competes," said Chris Stribley, Co-Founder and Managing Principal of Cera Stribley.

The judging submission also highlighted practical innovations throughout the building, including lift cores servicing only nine homes each, a central landscaped lightcourt designed to bring daylight and ventilation into the building, and fully enclosed private storage rooms with lighting, power and shelving to better accommodate residents transitioning from larger family homes.

[smartcode_project:default project_id=102717 project_image_fid=355293]

The Gold Award for Interior Design recognised the project's focus on long-term liveability rather than display-home aesthetics.

According to the awards submission, the interiors were designed from the inside out, prioritising how homes would function over decades of daily use through generous proportions, practical storage, durable natural materials and flexible layouts.

The specification includes natural stone throughout, upgraded acoustic glazing, V-ZUG appliances and fully enclosed storage rooms, alongside an amenity offering focused on wellness, entertainment and everyday convenience.&nbsp;

Residents will have access to a gym and yoga studio, a wellness centre featuring traditional and infrared saunas, a cold therapy shower and treatment room, as well as a residents' lounge and golf simulator/cinema room for entertainment.&nbsp;Kooyongkoot has also considered the everyday convenience of its residents by offering a private carwash and pet wash facilities on site as well as dedicated parcel lockers and oversized fully enclosed storage rooms.&nbsp;

[smartcode_project:default project_id=102717 project_image_fid=355303]

The project's attention to detail has already resonated with buyers. Earlier this year, Kooyongkoot recorded one of Boroondara's highest apartment sales when an $8 million penthouse was purchased by a Melbourne CEO downsizing from a nearby family home.

"Every detail feels deliberate, from the overall design down to the smallest touches," the purchaser said.

"The level of quality and refinement is exceptional, but what really sold it was how liveable it felt... It felt like a place where everything had been considered, not just a luxury building."

[smartcode_project:default project_id=102717 project_image_fid=355304]

Sustainability also formed a key part of both award submissions. Kooyongkoot is targeting a minimum 7.5-star NatHERS rating across all residences, supported by passive design principles, high-performance glazing, EV charging infrastructure, water reuse systems and a wellness model focused on lower-energy dry facilities rather than pools and large wet areas.

Located within walking distance of Scotch College, Methodist Ladies' College, Koo​yong Lawn Tennis Club, Aubur​n Village and Camberwell Junction, Kooyongkoot continues to target owner-occupiers looking to remain in Melbourne's inner east without compromising on space or quality. A limited selection of two, three and four-bedroom residences remains available, with prices starting from $1.9 million.

[smartcode_project_cta:default project_id=102717]

Kooyongkoot wins Gold and Silver at Better Future Melbourne Design Awards

New apartment supply has become increasingly constrained across <a href="https://www.apartments.com.au/developments/parramatta-nsw-2150">Parramatta</a> in recent years, with fewer projects progressing through to completion as development conditions have become more challenging.

It makes <a href="https://www.apartments.com.au/developers/novm">NOVM</a>'s 2021-completed <a href="https://www.apartments.com.au/buildings/the-lennox-parramatta-12-phillip-street-parramatta-nsw-2150">The Lennox</a> one of the most recently completed residential towers on the Parramatta River, and among the newest apartment developments in Sydney's second CBD.

With the project largely completed before the sharp escalation in construction costs and inflation following the pandemic, The Lennox is now offering pricing that would be difficult to replicate in a comparable new development in Parramatta today, or across much of Western Sydney.

The majority of the 413 apartments at The Lennox sold before and shortly after completion. A limited release of the remaining apartments has recently been brought to market by capital partner <a href="https://www.apartments.com.au/project-marketer/equitifund-group">Equitifund</a>, with entry-level pricing from $700,000 and two-bedroom apartments available from under $1 million.

Rising above the Parramatta River at 12 Phillip Street, The Lennox comprises one, two, three and four-bedroom apartments, appealing to first home buyers, young professionals, families, downsizers and interstate investors seeking a completed apartment in one of Australia's fastest-growing economic centres.

[smartcode_project:default project_id=5743 project_image_fid=372394]

Rather than positioning Parramatta as an alternative to Sydney's CBD, Equitifund believes the city has reached a point where it stands on its own merits.

"Parramatta is no longer simply an alternative to Sydney CBD, it's becoming a destination in its own right," Equitifund Executive Chairman Greg Huxley said.

"The Lennox captures that evolution with a level of quality and amenity that's difficult to match at its price point."

[smartcode_project:default project_id=5743 project_image_fid=953]

Designed by <a href="https://www.apartments.com.au/architects/marchese-partners">Marchese Partners</a>, the tower responds directly to its riverfront setting through expansive glazing and open-plan layouts that maximise views across the Parramatta River and city skyline. Interiors feature engineered timber flooring, stone benchtops, stainless steel appliances and floor-to-ceiling glazing, while generous balconies extend the living spaces outdoors.

Marchese Partners says the project was conceived to balance high-quality apartment living with practical, long-term functionality, pairing larger, efficient floorplans with amenities more commonly associated with five-star hotels.

That emphasis continues through the resident facilities, which include a 20-metre rooftop swimming pool, fully equipped gym and wellness spaces, full-time concierge, a residents' lounge, function room, private lifts, secure basement parking and rooftop communal areas overlooking the Parramatta River. Ground-floor boardwalk retail and dining further activate the riverfront and integrate the building into the surrounding public realm.

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Australian housing and finance group Equitifund has secured the remaining apartments, believing there are few completed apartment opportunities in Parramatta that offer the same combination of location, amenity and pricing.

Equitifund National Sales Director Ben Hamblett says buyers are increasingly recognising that premium apartment living no longer needs to come with Sydney CBD pricing.

"The Lennox is where aspirational living becomes attainable," Hamblett said.

"Wake to river and mountain views, step into Sydney's Second CBD, and arrive home to resort-calibre amenities, all without the harbour price tag."

Hamblett says owner-occupiers are also attracted by the convenience of having Westfield Parramatta, Church Street's dining precinct, Parramatta Park, Riverside Theatres, Western Sydney University and major transport connections all within walking distance.

"At The Lennox, lifestyle is not an afterthought, it is the foundation."

[smartcode_project:default project_id=5743 project_image_fid=5374]

The Lennox places residents within walking distance of Parramatta Square, Westfield Parramatta, Church Street Eat Street, Parramatta Station, the ferry wharf, Light Rail, the future Sydney Metro West, Parramatta Park and CommBank Stadium, reinforcing Parramatta's position as one of Australia's most connected metropolitan centres outside Sydney's CBD.

Equitifund says buyers visiting the display suite consistently comment on the quality of the finishes, generous floorplans, river and skyline views, and the walkability of the location. The project has attracted a broad mix of local professionals, upsizers, downsizers, buyers relocating from Sydney's inner suburbs and interstate investors seeking long-term growth opportunities.

That demand aligns with Parramatta's continued evolution as an economic powerhouse. Equitifund Research and Market Insights specialist John Bekiaris says sustained population growth, infrastructure investment and expanding employment opportunities continue to support long-term housing demand across the city.

"Parramatta has evolved from a satellite city into one of Australia's most important economic centres. Population growth, infrastructure investment and employment are all supporting sustained long-term housing demand."

[smartcode_project_cta:default project_id=5743]

The apartment price gap drawing Sydney buyers west

A luxury beachfront apartment at Rainbow Bay has more than doubled in value since it sold off the plan six years ago, setting a new local apartment record in the process.

The three-bedroom apartment in the Flow development on Petrie Street, the first of four new projects locally by Paul Gedoun's S&amp;S Projects, has sold for $7.4 million, after originally selling for $3.27 million when the project launched in 2020.

The seventh-floor apartment, comprising 187 sqm of internal living space and a 54 sqm balcony overlooking Froggies Beach and Snapper Rocks, was purchased by a local family.

The transaction was negotiated by Pezet Matheson director Kerry Pezet and equates to more than $30,000 per sqm.

Pezet said the sale reflected the limited opportunities to buy into the boutique beachfront development.

"The sale highlights the rarity of opportunities within the boutique beachfront development, where residences seldom become available," Pezet said.

"Flow is one of the Gold Coast's most tightly held buildings. Buyers from our database move quickly when residences become available, and achieving an off-market sale at $7.4 million demonstrates the depth of demand for property of this calibre."

<img alt="Flow" data-entity-type="file" data-entity-uuid="c585b206-2130-4eee-a50c-3f27c51a7c70" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-07-06%20at%208.33.25%E2%80%AFPM.png?VersionId=m3pHRDV62Y3fvN.XQuQHq.52ilTWpRLf" />

Flow was the first of four luxury apartment developments delivered by Paul Gedoun's S&amp;S Projects at Rainbow Bay and was completed in 2023.

Positioned on the beachfront overlooking Snapper Rocks, the residence includes three bedrooms, three bathrooms, a powder room and views stretching north along the coastline towards Surfers Paradise.

Pezet Matheson Residential principal Mitchell Lambert said buyers continued to prioritise quality beachfront apartments in tightly held locations.

"Flow Residences offers a rare combination of elevated beachfront positioning, architectural excellence, comprehensive resident amenity and premium finishes, which is exactly what discerning purchasers are seeking," Lambert said.

"The transaction further reinforces Rainbow Bay's reputation as one of Australia's premier coastal lifestyle destinations, where limited supply and growing demand continue to support strong market performance."

Pezet Matheson originally marketed and sold out Flow off the plan, making the latest transaction a return to one of the project's original buyers.

Paul Gedoun is selling his third project, <a href="https://www.apartments.com.au/new-apartments/radia-rainbow-bay-271-boundary-street-coolangatta-qld-4225">Radia Rainbow Bay</a>, after recently completing, and selling out, <a href="https://www.apartments.com.au/buildings/esprit-217-227-boundary-street-coolangatta-qld-4225">Esprit</a>. He has plans for a <a href="https://www.apartments.com.au/news/qld/first-look-s-s-projects-proposes-88-apartment-wellness-tower-at-coolangattas-boundary-street">fourth building</a>, 88 apartments on <a href="https://www.apartments.com.au/new-apartments/209-213-boundary-street-coolangatta-qld-4225">Boundary Street</a>.

Rainbow Bay apartment doubles in price since off the plan sale during pandemic

Elenberg Fraser

<html><body>
It has of late almost become the <a href="http://elenbergfraser.com/">Elenberg Fraser</a> show on Apartments.com.au, such is the quantity and quality of designs the ubiquitous architecture firm have produced during 2013. With a multitude of projects spearheaded by Elenberg Fraser either approved or before the relevant body seeking approval, none may be quite as impressive as 386-412 William Street, a project which 'talks' to its surrounds in a diverse manner that few other contemporary Melbourne developments could.

Client <a href="http://www.mitgh.com/index">MIT Australia</a> has pressed ahead to facilitate "A mixed use development comprising of two towers above a podium base. One tower houses only multi-unit residential apartments over 50 levels and the other houses both a hotel and multi-unit residential apartments over 30 levels." Identified as a gateway site to Melbourne's northern CBD, Elenberg Fraser have endeavoured to design an iconic building befitting of the location.

<a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/Image7_20.jpg" rel="gallery-all" title="Leading the charge, 386-412 William Street will hold a prime position. Image © Elenberg Fraser"><img alt="" class="image-article-full-width-702px" src="/sites/urbanmelbourne.info/files/styles/article_full_width_702px/public/pictures/article-images/Image7_20.jpg?itok=uALqypAW" title="Leading the charge, 386-412 William Street will hold a prime position. Image © Elenberg Fraser" typeof="foaf:Image"></a>

So how does this project 'talk' to its surrounds? Location plays a major role as seldom few sites around Melbourne hold such a quality, open position; Flagstaff Gardens, Queen Victoria Market and multiple transport options all metres away. With the 'iconic gateway' theme envoked, 386-412 William Street has been designed to maximise interaction within the immediate environment and no better example than the intended public bicycle hub facility that will front Franklin Street.

Recognising the worth of such a prime location, a staggering total of 988 bicycle bays will be accommodated with 372 of those for public use with shower, gym and locker facilities available. Potentially run as another Melbourne City Council <a href="https://www.bicyclenetwork.com.au/general/bikes-and-riding/93690/">Parkiteer</a> facility, it's envisaged the facility will run jointly with a car sharing service and be defined by a public artwork marking its entrance akin to artist Ai WeiWei's work below right.

Five sub levels are dedicated to car parking and services with two levels available as a public car park. While most readers will agree that fewer cars within Melbourne's CBD would result in a more liveable CBD, 386-412 William Street along with the sinking of Queen Victoria Market's at grade car park as part of its overhaul, would lead to fewer cars clogging Queen Victoria Market and surrounds with more scope for urban realm enhancement and enjoyment. Sitting above the car park and within the retained existing facade facing both William Street and Franklin Street will be substantial retail/commercial space by way of a sizeable cafe and multiple tenancies including terraced double height retail offerings facing Flagstaff Gardens.

The notion of opening the existing building up to its surrounds is evident throughout the planning application, providing the opportunity to capture diversified pedestrian traffic. Compare 386-412 William Street to the rash of contemporary apartment buildings nearby, particularly along A'Beckett Street, which are quite insular in their relationship to the streetscape and it becomes evident this particular planning application seeks to 'talk' (insert embrace, involve or interact) with its immediate surrounds.

<a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/Image12_7.jpg" rel="gallery-all" title="Catering for all, including a possible Parkiteer facility. 386-412 William Street. Image © Elenberg Fraser &amp; bikerumor.com"><img alt="" class="image-article-full-width-702px" src="/sites/urbanmelbourne.info/files/styles/article_full_width_702px/public/pictures/article-images/Image12_7.jpg?itok=oio1pk6Z" title="Catering for all, including a possible Parkiteer facility. 386-412 William Street. Image © Elenberg Fraser &amp; bikerumor.com" typeof="foaf:Image"></a>

One of the main catalysts of such a large and varied podium is the anticipated inclusion of a 12 level hotel within the shorter eastern tower. Provisionally involving 210 rooms, the "Boutique hotel is proposed for the development as a major state tourism attractor that also provides an ongoing employment base for the site. The hotel recognises and contributes to the nationally significant tourist attraction that is the Queen Victoria Market, one of Melbourne and Victoria’s true icons." Such is the upwards demand for new hotel accommodation in Melbourne, the planning application also includes an expression of interest on behalf of the <a href="http://www.acehotel.com/">Ace Hotel Group</a> indicating their willingness to anchor the hotel component as their first southern hemisphere venture.

Continuing a trend whereby architects cite valuable stones or gems as inspiration for their designs, according to Elenberg Fraser the two towers:

<blockquote>
Yet another jewel in the crown of Melbourne’s city skyline. The crystalline structure of this precious jewel is created through its fragmented façade articulation. It brings alive Melbourne’s skyline from this northern gateway by reflecting and refracting the golden hues of the afternoon sun back through the Market precinct and Flagstaff Gardens with kaleidoscopic effect. Like the changing lighting of the Capitol Theatre ceiling, this new urban sculpture is ever changing as it picks up &amp; re-radiates the sun’s rays throughout the day, and through the changing seasons year round.
<cite>Elenberg Fraser</cite>
</blockquote>

Fractured, repetitive and modular in nature, the external facade is typical Elenberg Fraser in that it does what is practically required (sunshading, wind dispersion, maximised privacy, shadow minimisation) while doing it in an efficient and aesthetically pleasing nature.

Vital statstics for the project sees the taller tower at 161 metres house 493 apartments, while the 98 metre eastern tower carries 116 apartments in addition to the aforementioned 210 hotel suites, bringing the total to 819 habitable dwellings over a site of 3916 square metres. Of the 609 private apartments, 219 will be one bedroom, 373 are slated to hold dual bedrooms while 17 will involve three bedrooms. Supporting these apartments will be private 223 car spaces and 616 private bicycle bays in additional the the car/bike faclities made available to the public.

<a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/Image11_8.jpg" rel="gallery-all" title="Hero image of 386-412 William Street. Image © Elenberg Fraser"><img alt="" class="image-article-full-width-702px" src="/sites/urbanmelbourne.info/files/styles/article_full_width_702px/public/pictures/article-images/Image11_8.jpg?itok=29xr66Br" title="Hero image of 386-412 William Street. Image © Elenberg Fraser" typeof="foaf:Image"></a>

The podium rooftop will see a pool hug the Franklin Street boundary whilst accompanying landscaping will likely include outdoor barbecue area, raised and sunken timer decking, a sun deck and various plantings. The podium will also flow into both towers with residential facilities and dining spaces maintaining direct access to the outdoor area. Planting will also appear along the podium perimeter, in effect cascading down toward an enhanced street level which will feature bluestone paving, a realigned bus stop and street furniture.

ESD principles also feature heavily with <a href="http://www.ark-resources.com.au/">Ark Resources</a> preparing a report which:

<blockquote>
Demonstrates that the proposed development achieves a Best Practice environmental design standard and is consistent with the City of Melbourne’s Eco City goals... A combination of sustainable design initiatives, fixtures, systems and appliances will be integrated into the building in order to achieve a 5 star Green Star Multi-Residential rating.
<cite>Ark Resources</cite>
</blockquote>

Amongst 386-412 William Street's ESD features are rainwater harvesting, a cogeneration plant and a solar photovoltaic system at roof level.

With 386-412 William Street submitted late October, and final decision via state planning body DTPLI is likely to be announced into 2014.

<h2>Project Team</h2>

<ul>
<li>Client: MIT Australia</li>
	<li>Architect: Elenberg Fraser</li>
	<li>Town Planner: Urbis</li>
	<li>Traffic Consultant: Traffix Group</li>
	<li>Waste Management: Leigh Design</li>
	<li>Landscape Consultant: Urbis</li>
	<li>ESD Consultant: Ark Resources</li>
	<li>Shadow Analyst: Orbit Solutions</li>
	<li>Wind Engineer: VIPAC</li>
	<li>Heritage Consultant: Bryce Raworth</li>
</ul>
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silvermb

Talking the talk > 386-412 William Street, Melbourne 

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Hot on the heels of articles by <a href="/news/the-fahrenheit-tower-a-closer-look-at-127-141-abeckett-street">Ryan</a> &amp; <a href="/news/talking-the-talk-386-412-william-street-melbourne">Mark</a> in recent days, today's article continues the focus on Melbourne's in-demand architecture firm, <a href="/architects/fraser-partners-0">Elenberg Fraser</a>. Before I continue however, I'd like to start off by apologising. The name Elenberg Fraser doesn't really lend itself to the sort of witty article names everyone has probably become accustomed to me providing. 'Tip of the Elenberg', 'Set Frasers to Stun' and even 'Set Frasers to stun, this is just the tip of the Elenberg' were considered but ultimately didn't make a hell of a lot of sense.

As some readers would already know Malaysian-based property heavyweight <a href="/developers/uem-sunrise">UEM Sunrise</a> recently ran a limited design competition, inviting three local architects to produce schemes for their two flagship Melbourne projects at <a href="/news/the-answer-224-252-la-trobe-street-melbourne">224-252 LaTrobe St</a> and <a href="/buildings/conservatory-9-23-mackenzie-street-melbourne">9-23 Mackenzie Street</a>. It came as little surprise that one of the firms invited to submit designs for the sites, and ultimately the architect of choice for the LaTrobe Street project was of course Elenberg Fraser. Accustomed to producing designs for high-rise residential towers throughout Melbourne, the firm roughly accounts for an incredible <a href="http://elenbergfraser.com/#!/about/services">10% of all apartments going up in Melbourne</a>.

<a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/EF%20towers%20render%202.png" rel="gallery-all" title="A selection of Elenberg Fraser projects sees 386-412 William Street, 452 Elizabeth Street, Abode 318 and Tower Melbourne depicted together. Image © Blockhead "><img alt="" class="image-article-full-width-702px" src="/sites/urbanmelbourne.info/files/styles/article_full_width_702px/public/pictures/article-images/EF%20towers%20render%202.png?itok=mka61VNi" title="A selection of Elenberg Fraser projects sees 386-412 William Street, 452 Elizabeth Street, Abode 318 and Tower Melbourne depicted together. Image © Blockhead " typeof="foaf:Image"></a>

So how did Elenberg Fraser, once renowned (at least in the eyes of peers) for only sharing interest in the design of 'facades' rather than a holistic approach to a sum of parts, become the in-vogue Melbourne high-rise apartment specialists - the Asian developer's go to architect that we have come to know today? Well for one, it didn't happen overnight and is the result of some hard work and getting their foot in the door early by having and making the right connections. Established by Zahava Elenberg and Callum Fraser in 1998, following the successful commission of the $50m <a href="http://architectureau.com/articles/liberty-tower/">Liberty Tower</a> (with documentation services provided by <a href="http://www.designinc.com.au/">Design Inc</a>) on Spencer Street for Morry Schwartz's Pan Urban, the practice has since gone on to develop an impressive body of work in all sectors including apartments, interiors, ski resorts, restaurant fit-outs, master plans both locally and abroad and even a designer <a href="http://elenbergfraser.com/#!/project/design-o-pizza">pizza</a>.

Not bad considering Zahava and Callum designed Liberty Tower whilst in the midst of completing their studies at RMIT University - how many architectural graduates can lay claim to that? I certainly can't. The practice has continued to grow from around 18 employees in 2003 when the office was still based in <a href="/new-apartments/fitzroy-vic-3065">Fitzroy</a> to well over 50 following its move in to swanky new digs on Queen St, which bear all the hallmarks of an Elenberg Fraser designed interior. Visually and tactically stimulating - a black shell fitted with neon tube artwork, echo panel pinboard walls, an integrated reception desk and waiting seat plus latex covered counters which I may have been overly eager to get a feel for during an invited visit to the office some years ago - drawing a look of concern from practice manager Karen McWilliam.

Zahava has since gone on to establish <a href="http://www.move-in.com.au/">Move-In</a>, a home furnishing service for owner-occupiers and investors and claimed the <a href="https://www.propertyobserver.com.au/http://www.theage.com.au/articles/2003/10/25/1066974368674">Telstra Young Business Woman of the Year Award</a> in 2003 whilst in the process taking somewhat of a back seat in the general operation of the office. Callum, on the other hand has become the public face of the firm, appearing in marketing videos for the office's residential projects and spruiking the benefits of high-rise living in the media, in particular <a href="http://www.smh.com.au/business/property/tall-and-thin-the-new-fashion-for-city-developers-20120408-1wjp0">tall thin towers</a> - a "move (away) from the Mid-West USA city model to a new urban model of pencil thin skyscrapers".

The firm draws inspiration for their work from a number of sources, some best described as left of field, from Princess Leia's dress in Return of the Jedi to a <a href="/news/the-fahrenheit-tower-a-closer-look-at-127-141-abeckett-street">bottle of Dior Fahrenheit</a> to wind and solar modelling in deriving form, materiality and texturally - while producing site responsive design interventions, best summarised by the office's design process below:

<blockquote>
Invention excites us. We address the needs of our clients, building users and community by identifying the specific needs of each project. We ask the right questions without imposing pre-determined solutions and then we use our process to take us to the invention stage. This process has opened people's eyes to impossible realities. Who knew buildings could be both design-driven and market-driven?

Rather than applying a house style, our buildings are conceived in their own right, responding to their specific site, location and purpose. We don't generalise across projects either - our job is to uncover and express the unique identity of each project, through built form.
</blockquote>

The second paragraph in particular is worth exploring. It could be argued that since their jump up in scale with <a href="/buildings/abode-318-318-russell-street-melbourne">Abode318</a>, the practice's projects seem to have developed a DNA based on scale and location, but with multiple permutations, parameters and possibilities - the larger city towers in particular feature variations of a fluid rippling or wave - a metamorphosis across their facades driven by a desire to mitigate the forces of wind (working together with <a href="http://www.vipac.com.au/">Vipac</a>) while simultaneously setting the scene for the firm's <a href="http://www.smh.com.au/business/property/high-rise-by-assembly-line-20121007-2777r">leap into modular construction</a> with the <a href="http://klikaustralia.com.au/">Klik</a> building system. This continuing theme is evident in <a href="/new-apartments/150-queen-street-melbourne">Tower Melbourne</a>, <a href="/buildings/victoria-one-452-472-elizabeth-street-melbourne">Victoria Tower</a>, <a href="/buildings/light-house-450-elizabeth-street-melbourne">450 Elizabeth Street</a>, <a href="/developments/southbank-vic-3006">Hanover House development</a>, King Tower Southbank, <a href="/developments/melbourne-vic-3000">378-412 William Street</a> and to a lesser extent <a href="/buildings/eq-tower-127-abeckett-street-melbourne">127 A'beckett Street</a>.

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/EF%20Towers_0.jpg" rel="gallery-all"><img alt="" class="image-article-full-width-580px" height="191" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/EF%20Towers_0.jpg?itok=tHpBacuL" width="580"></a></figure>The mid-rise stock of buildings produced by Elenberg Fraser in <a href="/new-apartments/docklands-vic-3008">Docklands</a>, <a href="/new-apartments/south-yarra-vic-3141">South Yarra</a> and St Kilda Road offer a more varied building form and facade strategy - still for the most part maintaining a sinuous visual language but with a simpler articulation, whether in the form of a fluid balustrade wrap treatment or a vertical screening element across the elevation of the building - with a focus on reduction of solar gain, glare to apartments and privacy for residents.

It has to be said that while Elenberg Fraser's taller buildings have become variations of the one idea or theme, I question whether that is a) necessarily a bad thing or b) any different to any other architectural practice working at this scale. Is the city at risk of becoming known for bronze pencil thin, wavy towers? I don't think so. They have identified that one of the most important factors when designing tall towers on sites that don't allow for a podium with setback tower typology is comfort to residents and pedestrians, and consequently have developed responses in building form which disperse the wind and negate downbursts to the street. The by-product of this is tall, striking towers.

Take a moment, to consider the alternative. Where other architects (who shan't be named) produce generic 'cookie-cutter' buildings which appear void of any real design nous or intent beside making their client a quick buck, Elenberg Fraser, in my opinion, at least provide visually engaging buildings that whilst static have very kinetic qualities about them. They are sculptural, masculine, feminine and have a real character about them beyond 'just another apartment building'.

Together with the growing trend toward high-rise living and a saturated apartment market, quality, location and amenity are becoming more and more important. Considering the influx of foreign investment as giant Asian developers jostle for prime Melbourne sites, this new wave of Elenberg Fraser designed high-rises seems likely to endure for quite some time. With return clients such as Morry Schwartz (so what if he's Zahava's step-father), <a href="/developers/cel-australia">CEL Australia</a> (with 170 Victoria Street), and a new Asian-based client almost every other week (or so it seems), those who head and work for this firm are seemingly at the height of their powers.

I for one welcome the invasion of Elenberg Fraser buildings across the cityscape as their buildings don't just occupy the site, they engage the site and make it noteworthy. They are also strong believers "in embracing our new urban destiny". We at Apartments.com.au couldn't agree more and always look forward to what they'll come up with next.

<h2>My pick of Elenberg Fraser projects to watch out for</h2>

<ul>
<li>
<a href="/developments/melbourne-vic-3000">386-412 William Street - 50 &amp; 30-storeys</a> (client: <a href="/developers/mit-australia">MIT Australia</a>).</li>
	<li>
<a href="/buildings/aurora-melbourne-central-224-la-trobe-street-melbourne">224-252 La Trobe Street - 78 &amp; 50-storeys</a> (client: <a href="/developers/uem-sunrise">UEM Sunrise</a>).</li>
	<li>
<a href="/buildings/380-melbourne-380-lonsdale-street-melbourne">380 Lonsdale Street - 56 &amp; 52-storeys</a> (client: <a href="/developers/hiap-hoe">Hiap Hoe</a>).</li>
	<li>
<a href="/news">170 Victoria Street - 66-storeys</a> (client: <a href="/developers/cel-australia">CEL Australia</a>).</li>
</ul>
In due course I'll also be producing a host of renders focusing on Melbourne's northern CBD highlighting the above and other projects in the development pipeline, naturally dependent upon when planning applications are lodged. In the meantime enjoy the Elenberg Fraser projects below.
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Laurence Dragomir

EF'ing spectacular! Elenberg Fraser make their mark

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Following on from Monday's article which provided an overview of Melbourne's 200 metre-plus residential projects, today we look at 127-141 A'Beckett Street; a project we've dubbed the Fahrenheit Tower for reasons that will soon become apparent.

The rapid transformation of Melbourne's northern CBD shows no sign of slowing down with <a href="/developers/icd-property">ICD Property</a>'s proposal for A'Beckett Street one of a growing list of high-rise, high density residential projects in the precinct that are either approved or under assessment. Located between Elizabeth Street and Queen Street, the site currently stands as a double storey warehouse with no heritage significance. Sold off earlier this year by the Welsh Church to help raise funds, ICD Property now hopes the existing structure will make way for 632 new apartments in a landmark 63 level tower reaching a maximum height of 202 metres.

<figure><a href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/Image10_7.jpg" title="The evolution of 127-141 A'Beckett Street's design. Image © Elenberg Fraser" class="colorbox colorbox-insert-image" rel="gallery-all"><img src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/Image10_7.jpg?itok=ySm_R3fB" width="580" height="328" alt="" title="The evolution of 127-141 A'Beckett Street's design. Image © Elenberg Fraser" class="image-article-full-width-580px"></a>
<figcaption>The evolution of 127-141 A'Beckett Street's design. Image © Elenberg Fraser</figcaption></figure><a href="http://elenbergfraser.com/">Elenberg Fraser</a> have yet again used their architectural nouse to develop an elegant, curvaceous structure which is shown to resemble the shape of a bottle, with Dior's Fahrenheit in mind. Consisting of three distinct segments – low-rise, transitional and high-rise sections, the building’s floor plate subtly changes as the building increases in height from the larger low rise levels to the more slender high rise levels. Concave over lower levels, the gradual floor plate inverts itself into a convex shape over higher levels; simple and visually stunning.

As seen above options such as dual towers or a single tower shorter in stature but with a much larger footprint were reviewed early on in the design process, though ultimately a tall, slender tower was preferred due to overall residential amenity, enhanced urban design features and microclimatic considerations. Through the slimmer, curvy design, the architects have been able to increase setbacks to neighbouring buildings to between 7.33m-10.55m over low-rise levels and between 9.06m-12.45m for the high-rise levels, although any setback considerations terminate at approximately 140 metres; height of the adjoining Argus Centre.

At ground level facing A'Beckett Street, the addition of a 4.5m setback from podium to tower helps to alleviate a canyon effect felt by pedestrians within the immediate area, while winds are minimised through the tower's curved corners which encourages air to flow horizontally around the tower, rather than drafting downwards. 127-141 A'Beckett Street's podium will reach a maximum height of 24m over seven levels, of which five of those will be dedicated to 212 resident car parks with activation to A’Beckett Street occurring through the inclusion of an apartment wrap. The remaining two levels consist of a mezzanine on the ground floor and a resident’s amenities area on level seven.

One basement level will also be included in the development, holding the building’s 212 bicycle spaces - total separation of vehicle and bicycles. Another interesting feature of the building will see a new retail arcade, creating a new thoroughfare between A'Beckett Street and La Trobe Street, consisting of 8 new retail tenancies for a total of 720 m². Rounding out the tower's highlights is a LED lighting feature where multiple recessed cavities along the high-rise levels will feature strip lighting, illuminating the 4 star energy rated building at night.

<figure><a href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/Image30.jpg" title="127-141 A'Beckett Street as envisaged from La Trobe Street. Image © Elenberg Fraser" class="colorbox colorbox-insert-image" rel="gallery-all"><img src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/Image30.jpg?itok=CRVWkAwv" width="580" height="1453" alt="" title="127-141 A'Beckett Street as envisaged from La Trobe Street. Image © Elenberg Fraser" class="image-article-full-width-580px"></a>
<figcaption>127-141 A'Beckett Street as envisaged from La Trobe Street. Image © Elenberg Fraser</figcaption></figure>At the southern elevation, the podium will receive a ‘green wall treatment’ in order to soften the appearance due to the heritage presence of the Welsh Church as well as accounting for pedestrian sight lines from La Trobe Street. The proposed green wall will consist of externally positioned moulded plastic planters integrated through aluminium fascia panels which are consistent with the façade treatment and will extend down to ground level. Atop the podium the amenities level will include a communal recreational and health space as well as an outdoor pool and gym area. All low-rise apartments will terminate at level 33 where further residential amenities are available, whilst high-rise apartments commence thereafter with balconies replaced by wintergardens.

1 bedroom apartments are most common, closely followed by 2 bed/1 bath layouts; combined they account for 64% of total dwellings. Also available are 1 bed/study, 2 bed/2 bath and 16 penthouses apartments claiming the top four floors which will feature 3 bed/2 bath layouts.

<figure><a href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/Image15_4.jpg" title="Expected green wall fronting Welsh Church at 320 La Trobe Street. Image © Elenberg Fraser" class="colorbox colorbox-insert-image" rel="gallery-all"><img src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/Image15_4.jpg?itok=iHfAyjmt" width="580" height="316" alt="" title="Expected green wall fronting Welsh Church at 320 La Trobe Street. Image © Elenberg Fraser" class="image-article-full-width-580px"></a>
<figcaption>Expected green wall fronting Welsh Church at 320 La Trobe Street. Image © Elenberg Fraser</figcaption></figure>If constructed, the tower will sit with numerous other new building within the area which include the Urbanest development at 312 La Trobe Street (which is currently using the existing 127-141 A'Beckett Street building as a display suite), Fulton Lane, MY80, Istana, Grand 8 and Vision, not to mention recent proposals including 398 Elizabeth Street and 452-472 Elizabeth Street. All going to plan the development will mark ICD Property's first foray into the Melbourne CBD property scene, having focused on apartment buildings within Melbourne’s inner ring including the ‘<a href="http://www.youandi.net.au/">You and I</a>’ project in Collingwood and ‘<a href="http://www.icdproperty.com.au/#/the-independent/">The Independent</a>’ project in Hawthorn.
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Elenberg Fraser

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