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.

[smartcode_project:default project_id=135096 project_image_fid=356818]

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."

[smartcode_project:default project_id=135096 project_image_fid=351104]

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.

[smartcode_project:default project_id=5743 project_image_fid=925]

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

JD Group

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The humble nursery continues to provide developers with sizeable redevelopment opportunities across Melbourne.

Latest to the public eye is the former Going, Going Green nursery within Hawthorn which has been christened Sierra. The apartment development on the corner at Burwood Road and Drill Street is the latest release by expanding Doncaster East-based developer JD Group.

Having secured the site reportedly for $30 million, JD Group have created a new purpose for the roughly 7,000sqm site.

<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/image6_14.jpg" rel="gallery-all" title="Artist's impression of a Sierra Hawthorn interior. Image: JD Group"><img alt="" class="image-article-full-width-580px" height="266" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image6_14.jpg?itok=qh9DujPm" title="Artist's impression of a Sierra Hawthorn interior. Image: JD Group" width="580"></a>

<figcaption>Artist's impression of a Sierra Hawthorn interior. Image: JD Group</figcaption></figure>Architecturally the building has been described as a dynamic architectural statement which "ventures beyond pure aesthetics to create a tremendous sense of space via its unique ‘S’ shaped configuration. A staggered roof line and shimmering exterior finishes present a building that blends seamlessly with its surrounds."

"Nestled within the building’s elegant curves sit two, large landscaped courtyards that deliver intrigue and a broad outlook by departing from traditional urban clichés."

Internally, JD Group have elected to provide one, two and three-bedroom configurations, with four- bedroom terrace homes also on offer.

<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/image4_14.jpg" rel="gallery-all" title="Alexa Essendon is well into construction"><img alt="" class="image-article-full-width-580px" height="280" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image4_14.jpg?itok=A2440Gqt" title="Alexa Essendon is well into construction" width="580"></a>

<figcaption>Alexa Essendon is well into construction</figcaption></figure>As Sierra gears up for its sales launch, another example of a nursery transitioning into a major apartment development is nearing construction completion in Essendon.

The former Essendon Plant Farm/Direct Plants centre across 1048-1060 Mount Alexander Road was purchased by Accord Property Group, and now hosts Alexa. 95 apartments and a ground floor retail tenancy are set across the 2,003sqm land holding. 

Designed by ClarkeHopkinsClarke, the building spans seven storeys above a double level basement. Buildcorp Commercial are applying the finishing touches to the building, which also has frontage to Allison Park.

<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/image2rlc.jpg" rel="gallery-all" title="Amenities space within the Warrigal Road development. Planning image: Rothelowman"><img alt="" class="image-article-full-width-580px" height="324" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image2rlc.jpg?itok=x2o9cv-c" title="Amenities space within the Warrigal Road development. Planning image: Rothelowman" width="580"></a>

<figcaption>Amenities space within the Warrigal Road development. Planning image: Rothelowman</figcaption></figure>Also in the wings is 695 Warrigal Road, Chadstone which as of last month gained a Notice of Decision to Grant a Planning Permit. The proponents for the former Flower Power Garden Centre are all but assured in their push to realise a major residential redevelopment for the site.

Entity Chadstone Investments Pty Ltd are behind the development application. Initially seeking heights of up to 11 storeys, City of Monash have decreed that the development be allowed to proceed with two seven storey apartment buildings, 11 standalone townhouses within a three storey building, a child care centre, supermarket and additional retail tenancies.

Spanning 50,821sqm, part of the site is used as a homemaker centre, with the development to be located across the former plant nursery portion of the massive land holding.

<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/image3rlc.jpg" rel="gallery-all" title="Townhouses fronting Collins Street form part of the development. Planning image: Rothelowman"><img alt="" class="image-article-full-width-580px" height="319" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image3rlc.jpg?itok=3nsury4W" title="Townhouses fronting Collins Street form part of the development. Planning image: Rothelowman" width="580"></a>

<figcaption>Townhouses fronting Collins Street form part of the development. Planning image: Rothelowman</figcaption></figure>
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silvermb

A green thumb's loss the developer's gain

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What to do when there's a crush of apartment developments along Queens Road and St Kilda Road, with each claiming to capture the luxury apartment market?

Go super luxury, of course.

JD Group's Victoriana at 20-22 Queens Road is nearing its launch to market, with the developer looking to tap into the still bubbly luxury apartment market. Victoriana's website is taking registrations of interest from prospective buyers, with one, two, three, four, five and six bedroom apartments on offer.

As seen below, the higher echelon apartments within the development will be something to behold, in sheer size alone.

<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/image49_4.jpg" rel="gallery-all" title="JD Group imagery for Victoriana"><img alt="" class="image-article-full-width-580px" height="143" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image49_4.jpg?itok=tpFrHYQ7" title="JD Group imagery for Victoriana" width="580"></a>

<figcaption>JD Group imagery for Victoriana</figcaption></figure>With advertising hoardings onsite and a display suite in the works, Victoriana will insert itself into a super active development scene along St Kilda Road and Queens Road. At present seven residential towers are at construction, with two additional projects at sales.

20-22 Queens Road holds approval for a 245 lot subdivision, reflecting the number of apartments expected within Victoriana. Set over a 4,598sqm site overlooking the northern tip of Albert Park Lake, Victoriana has a frontage in excess of 60 metres to Queens Road.

The result of the double site is a curving tower designed by RotheLowman. Setbacks to upper levels have allowed for the inclusion of a squadron of individual pools and spas, pointing toward the levels the developer has gone to in order to attract the premium buyer.

<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/img_9293.jpg" rel="gallery-all" title="Opera, Arthur and Queens Domain in shot"><img alt="" class="image-article-full-width-580px" height="340" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/img_9293.jpg?itok=BuAEqRjQ" title="Opera, Arthur and Queens Domain in shot" width="580"></a>

<figcaption>Opera, Arthur and Queens Domain in shot</figcaption></figure>Once Victoriana does launch, it will find itself in an immediate apartment market which has hit top gear.

Such is the popularity of the dual boulevards, six apartment projects are well into construction. While works proper have yet to commence, New Charsfield can be added to the list with builder Hamilton Marino signage onsite, signifying its imminent start.

New Charsfield included, there is in excess of 1,400 apartments under construction along St Kilda Road and Queens Road, with the balance split between The Arthur, Queens Domain, Opera St Kilda Road, Parque, Lakeside and The Fawkner. Both The Arthur and New Charsfield are supplemented by serviced apartment components.

Victoriana joins Palatia and St. Boulevard which are at registrations and/or sales; combined they add another 700 plus dwellings.

Urban.com.au is also tracking a further five developments along St Kilda Road that pump more apartments and serviced apartments into the area. Add the likes of Growland's pending 613 St Kilda Road development and St Kilda Road in particular continues to transform from a commercial strip into a residential developer's paradise.

<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/st-kilda-rd-1000-e1460537838333.jpg" rel="gallery-all" title="Growland are seeking a piece of the St Kilda Road action"><img alt="" class="image-article-full-width-580px" height="423" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/st-kilda-rd-1000-e1460537838333.jpg?itok=4h_6B6In" title="Growland are seeking a piece of the St Kilda Road action" width="580"></a>

<figcaption>Growland are seeking a piece of the St Kilda Road action</figcaption></figure>
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Victoriana looks to trump the competition along Queens Road and St Kilda Road

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It's become a well worn path in recent years; small-scale property developers winding their way up in project scale to a point where they begin to assert themselves as a serious player in Melbourne's development landscape. The subject of today's article is JD Group who according to their website were established during 1996 and for the most part went about their business of creating townhouse and low-rise apartment projects.

Under the guidance of CEO &amp; Managing Director John Yun, JD Group have of late ventured into larger low-rise projects. Currently under construction, the 71 apartments of <a href="/buildings/reynolds-gardens-187-reynolds-road-doncaster-east" target="_blank">Reynolds Gardens</a> is soon to be joined by the 50 apartments of <a href="/buildings/middle-burke-436-burke-road-camberwell" target="_blank">Middle Burke</a> which begins construction this September.

Meritorious as these two are, they look to be a springboard with JD Group intending to ramp up the scale of future residential projects. According to their website, four major development sites have been added to the JD Group's stable of late, they are:

<h2>196-202 Burwood Road, Hawthorn</h2>

<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/jdweb.jpg" rel="gallery-all" title="196-202 Burwood Road, Hawthorn. Image © JD Group"><img alt="" class="image-article-full-width-580px" height="295" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/jdweb.jpg?itok=_3N7JTSz" title="196-202 Burwood Road, Hawthorn. Image © JD Group" width="580"></a>

<figcaption>196-202 Burwood Road, Hawthorn. Image © JD Group</figcaption></figure>The firm's most recent acquisition at 196-202 Burwood Road and 1-9 Drill Street, Hawthorn represents a large development site of 7,013 sqm. The existing Going Going Green nursery onsite holds street frontages to Burwood Road of 69m and 101m to Drill Street.

If the diagonally opposite Atria project recently developed by Caydon is any indication, a residential project in the vicinity of 250 apartments is plausible.

<h2>180-200 Reynolds Road, Doncaster East</h2>

<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/38-OA-South-Birdeye-View1.jpg" rel="gallery-all" title="180-200 Reynolds Road, Doncaster East. Image © JD Group"><img alt="" class="image-article-full-width-580px" height="295" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/38-OA-South-Birdeye-View1.jpg?itok=oKSd85qp" title="180-200 Reynolds Road, Doncaster East. Image © JD Group" width="580"></a>

<figcaption>180-200 Reynolds Road, Doncaster East. Image © JD Group</figcaption></figure>Currently before Manningham City Council, 180-200 Reynolds Road, Doncaster East is diagonally opposite JD Group's Reynolds Gardens project. Designed by Paul Shaw &amp; Associates, the proposal seeks to deliver 300 dwellings within four apartment buildings over the 13,376 sqm site with all apartments containing either one or two bedrooms.

Council planners have advised approval for the application.

<h2>20 Queens Road, Melbourne</h2>

<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/11_2.jpg" rel="gallery-all" title="20 Queens Road, Melbourne. Image © JD Group"><img alt="" class="image-article-full-width-580px" height="295" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/11_2.jpg?itok=wjXEAWqX" title="20 Queens Road, Melbourne. Image © JD Group" width="580"></a>

<figcaption>20 Queens Road, Melbourne. Image © JD Group</figcaption></figure>Reported as being for sale this year with a potential planning application yielding 461 apartments, 20-22 Queens Road covers 4,598 sqm with Albert Park Golf Course frontage. Post purchase, JD Group have chosen Rothe Lowman to conceive an apartment tower which is now under town planning according to the developer's website.

<h2>1026-1030 Doncaster Road, Doncaster East</h2>

<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/1026.jpg" rel="gallery-all" title="1026-1030 Doncaster Road, Doncaster East. Image © JD Group"><img alt="" class="image-article-full-width-580px" height="295" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/1026.jpg?itok=2cYvG4od" title="1026-1030 Doncaster Road, Doncaster East. Image © JD Group" width="580"></a>

<figcaption>1026-1030 Doncaster Road, Doncaster East. Image © JD Group</figcaption></figure>JD Group are based in Doncaster East so it's no surprise their fourth prime development site is also their third development within the suburb. Intended to be a landmark development with more than 100 high-end apartments, the 4,200 sqm site is currently under town planning.

From meagre beginnings to near on 1000 apartments in the development pipeline, JD Group look to be asserting themselves on the Melbourne property development landscape.
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