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.

<iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen="" frameborder="0" height="315" referrerpolicy="strict-origin-when-cross-origin" src="https://www.youtube.com/embed/FH_1EzB-1vs?si=XScVlP1ERsTDJoME" title="YouTube video player" width="560"></iframe>

"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

Neometro

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Minister for Planning Richard Wynne will speak later on today at MPavilion as part of a discussion regarding Melbourne's architectural design and the policy which guides it.

The event is set for a 6:15pm start this evening, and is free for those wanting to attend.

In light of recent discussion surrounding apartment design standards, the direction of Fishermans Bend and so on, Minister Wynne's attendance for the event titled <a href="http://mpavilion.org/program/high-density-happiness-developing-policy/">High Density Happiness: Developing Policy</a> is set to further advance the current debate.

Readers will recognise High Density Happiness as a term coined by progressive Melbourne developer Neometro. Certified as a B-Corporation, Neometro has championed High Density Happiness which essentially highlights the positives that can flow when good design is allowed to flourish in a high density living sense.

Indeed Neometro's James Tutton will form part of the speaking panel, as will Simon Knott of BKK Architects and MAArchitects director Karen Alcock.

Along with Minister Wynne, the primary point of discussion will surround suggested improvements to the design review process, minimum size standards and aesthetic guidelines that would support quality, adaptable and sustainable housing.

The discussion is set to provide insight into how Melburnians will live, in light of pending policy implementations.

<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/44084961_richardwynne_cr_delwp-copy.jpg" rel="gallery-all" title="Richard Wynne will provide insight at this evening's talk"><img alt="" class="image-article-full-width-580px" height="870" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/44084961_richardwynne_cr_delwp-copy.jpg?itok=QU9Wn4N4" title="Richard Wynne will provide insight at this evening's talk" width="580"></a>

<figcaption>Richard Wynne will provide insight at this evening's talk</figcaption></figure>MPavilion is found within the Queen Victoria Gardens, opposite Southbank's Arts Precinct.

Acting as an events hub and architectural landmark, this years MPavilion is the design of Bijoy Jain from Studio Mumbai. <a href="http://mpavilion.org/program/high-density-happiness-developing-policy/">High Density Happiness: Developing Policy</a> is one of many ebvents to be held at the venue over the coming months.

MPavilion's schedule sees it operate through to February 2017.
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silvermb

Richard Wynne to speak on design policy at MPavilion this evening

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Following on from the launch of the first of two apartment buildings that constitutes the new Jewell Station, Apartments.com.au took the opportunity to pose a number of questions to Neometro Director James Tutton. Extensively covered by Apartments.com.au during its inception, Jewell Station Precinct is the latest tract of land seeded by VicTrack in order to create a mixed-use, people friendly development outcome. 

Enter Neometro who have taken the opportunity to show their wares; Jewell Station being the latest development for the B Corporation-certified developer which actively promotes <a href="/news/high-density-happiness-with-neometros-james-tutton-and-jeff-provan">High Density Happiness</a>.

The project's 1 and 2 bedroom apartments have been created within the context of community gardens, enhanced bike paths, outdoor performance areas, overhauled park space and public art - in line with the developers stance on integrated development.

BKK Architects created the overall precinct design, with placemaking a firm priority. Their northern apartment building along with MA Architects' southern apartment building (which is currently at sales) are tasked with producing a "more holistic approach to urban regeneration that builds upon the local character and delivers a benchmark solution for inner-city living."

Although coy about exact apartment sales to date, James Tutton states that the project has been exceptionally well received with sales outpacing expectations.

<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/jewell_arch_4.jpg" rel="gallery-all" title="Jewel Station's southern apartment building. Image: Neometro"><img alt="" class="image-article-full-width-580px" height="350" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/jewell_arch_4.jpg?itok=mqWAplyb" title="Jewel Station's southern apartment building. Image: Neometro" width="580"></a>

<figcaption>Jewell Station's southern apartment building. Image: Neometro</figcaption></figure>Apartments.com.au's chat with James Tutton on the ethos behind Jewell Station transpired as follows:

UM: What distinguishing features set the development aside from other nearby developments also at sales?

JT: At Jewell Station we’re bringing together distinctive design, sustainability and community infrastructure to create a New Urban Village. It’s about shaping a sense of place that supports the wellbeing of those who live in the apartments as well as in the broader community.

Jewell Station is truly a collective endeavour that integrates apartment living with social infrastructure. New bike paths, communal gardens, public arts and events programs, a rejuvenated local park, cafés, independent retail and meditation spaces, are the foundations on which a new creative community will be built.

The project is also intended to leave a lasting design legacy and the commitment to creativity, subtlety and integrity at every stage of the design process also sets this development apart. We worked with Clare Cousins Architects to bring that side of the project to life but we’re also collaborating with our long-time community partners, including urban farming group 3000acres who has established community gardens, Melbourne art consultancy Utopian Slumps who has commissioned a public art piece for the precinct, and speciality coffee trader Phase One Coffee (formerly Place Holder) who has opened a new café onsite.

UM: What values are Neometro trying to promote via the development?

JT: To us, a home is much more than four walls and a roof. Building spaces that promote creative and connected communities is at the core of our values.

At Jewell Station we’ve taken into account the physical attributes of apartments that support ‘High Density Happiness’, such as sound insulation and natural light, as well as the external environment, where we’ve prioritised pedestrians and cyclists over cars and created beautiful green spaces for people to enjoy.

Having community infrastructure has a positive impact on the physical and emotional wellbeing of people. The community infrastructure however needs to be something whereby people can either opt in or out. What we have done at Jewell Station is not create a situation where people have to share laundries or are forced into that co-habitation, but rather they can choose to use community gardens or meditate in the outdoor leisure space and that ability to decide for themselves has a major impact on their well being.

And of course you also look at lighting, security, walkability and proximity to retail, education and transport. They're all factors that contribute to physical and mental wellbeing in terms of people's living environment.

<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/jewell_arch_5.jpg" rel="gallery-all" title="Upfield Bike Path will also be upgraded. Image: Neometro"><img alt="" class="image-article-full-width-580px" height="350" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/jewell_arch_5.jpg?itok=gZMtSfzp" title="Upfield Bike Path will also be upgraded. Image: Neometro" width="580"></a>

<figcaption>Upfield Bike Path will also be upgraded. Image: Neometro</figcaption></figure>UM: How will the surrounding community benefit from the development of Jewell Station?

JT: Jewell Station will revitalise Brunswick and serve not only as a transport hub but also as a cultural heart within the suburb. The surrounding community will benefit from social infrastructure such as new bike paths, communal gardens, public arts and events programs, a rejuvenated local park, cafes, and independent retail and meditation spaces.

The revitalisation has already begun, even though we are yet to begin building the Barkly apartments. Rather than leaving the land vacant in the lead up to construction, we’ve created an onsite display that doubles as a meeting space, bringing the community together for talks, workshops, performances and installations.

UM: Has the process (dealing with VicTrack) been markedly different to the normal planning process?

JT: Prior to engaging Neometro, VicTrack had extensive engagement with council and this meant there was clarity around what could and could not be done with the site. This enabled a positive outcome with the subsequent planning application.

Another distinctive feature was the high degree of community and stakeholder engagement that VicTrack had initiated prior to appointing Neometro. This helped to smooth the process of taking the scheme back to the community for feedback, prior to the planning application being lodged. This smooth process led to a successful application with zero objections and no need to go to VCAT.

UM: Would Neometro repeat the Jewell Station model if given the opportunity to do so elsewhere?

JT: Absolutely. The process has resulted in a very positive, strong working relationship between Neometro and VicTrack. The New Urban Village concept incorporates the elements of design, environmental sustainability and community infrastructure that defines Neometro’s ethos of High Density Happiness.

The Jewell Station model is one that we are keen to apply to future key development sites.

<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/services_property_property_development.jpg" rel="gallery-all" title="A render of Jewell Station's much improved public forecourt"><img alt="" class="image-article-full-width-580px" height="249" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/services_property_property_development.jpg?itok=sUCs1fRc" title="A render of Jewell Station's much improved public forecourt" width="580"></a>

<figcaption>A render of Jewell Station's much improved public forecourt. Image: VicTrack</figcaption></figure>For the record, Hampton Station Precinct is next in line to receive an apartment and retail upgrade at the hands of VicTrack. Multiple residential building, improved public access, a reconfigured bus interchange and new commuter car parking are intended, as is a likely potential upgrade to the Hampton Station itself.
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Jewell Station's all-encompassing ethos set to provide a unique development outcome

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It's not easy trying to implement the ideals of a ground-breaking research project into an upcoming apartment development, but that's what St Kilda-based property developer Neometro have endeavoured to achieve with their upcoming project at Jewell Station.

The report in question is <a href="https://heartfoundation.org.au/images/uploads/publications/Increasing-density-in-Australia-Evidence-Review-2012-trevor.pdf">Increasing density in Australia: maximising the health benefits and minimising harm</a>, a 2012 evidence-based report commissioned by National Heart Foundation of Australia. Neometro prior to the commencement of Jewell Station became aware of the report which investigated the health impacts of medium-high density living.

The investigation revealed many truths about the flow-on effects of increased density in Australian housing. Some of which Neometro explains provides great opportunities for the wider property development industry to further enhance the product they offer for sale. The report found that higher-density housing, when carefully considered, has the potential to improve the physical and mental health of residents, with great flow-on benefits to the community and the environment.

Urban.com.au recently spoke with Neometro's Design Director Jeff Provan and Director James Tutton on some of the potential for design to have a positive influence on the well being of those who reside in their projects, particularly in relation to the Jewell Station project.

<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/neometro.jpeg" rel="gallery-all" title="Neometro's Design Director Jeff Provan and Director James Tutton."><img alt="" class="image-article-full-width-580px" height="233" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/neometro.jpeg?itok=E1ZbZICo" title="Neometro's Design Director Jeff Provan and Director James Tutton." width="580"></a>

<figcaption>Neometro's Design Director Jeff Provan and Director James Tutton.</figcaption></figure>Urban.com.au: How have Neometro endeavoured to implement the ideals from the study?

James Tutton: The largest elements from the National Heart Foundation study which are pertinent to Jewel Station specifically, relate to the fact that clearly having community infrastructure has a positive impact on the physical and emotional well being of people. The community infrastructure however needs to be something that people can either opt into or opt out of.

What we have done at Jewel Station is not create a situation where people have to share laundries or are forced into that co-habitation, but rather they can choose to use community gardens, they can choose to use outdoor leisure spaces etc. and that has a major impact on people's well being.

Another simple, practical example is lighting and if you look at what we're doing from a lighting perspective has an impact on security and security in turn, based on that research has an impact upon people feeling secure within a building, so that's something that we have proactively addressed in the design.

Walkability is obviously a major issue and I wouldn't say that we've hardwired that into the project, but rather the actual site selection process has resulted in something which has immediate proximity to parks. There's park space immediately opposite the development and we have an amount of money which will be going towards the renewal of that park.

Additionally the proximity to retail, education and transport is very strong; we're on the doorstep of Melbourne University, we've got a major retail strip, a bike path, rail line and tram line all within 150 metres of the site. They're all factors which contribute to physical and mental well being in terms of people's living environment.

Jeff Provan: One thing I'll add is in our brief the interior of the apartments and common areas is absolutely crucial to well being and how residents feel. What we're trying to do here with the brief is create that feel of coming in from that fairly harsh environment of railway line, industrial, concrete, asphalt etc. so when you come into your apartment, the idea is that you want to create a calming effect and that's done by various techniques.

Without getting into the nitty gritty, it's a little bit esoteric and a little hard to put your finger on it but apartments are all sort of trying to work with smaller spaces so what you have to do is create a situation that has this light and airy feel about it; the key is to create a calming environment.

The study doesn't quite go into this but you're looking at a building that requires a minimal amount of maintenance so you don't want to be burdening people with the high cost of maintaining an apartment which all comes back to how you design it.

<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/jewel_station.jpg" rel="gallery-all" title="Jewel Station development. "><img alt="" class="image-article-full-width-580px" height="402" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/jewel_station.jpg?itok=4nhiaWYo" title="Jewel Station development. " width="580"></a>

<figcaption>Jewel Station development.</figcaption></figure>UM: Does/will the report have an impact on your strategy behind site acquisition: developing projects within areas with a strong community focus and access to recreational areas?

JT: In the current market it's hard enough to buy sites but there are a couple of stand out points from the study in terms of, for example, main roads with high levels of pollution which can obviously be problematic to people's health and in turn means we would avoid them. That's not to say that there aren't ways of mitigating issues.

I guess it's not a position driven by the report per se, but some of the things you may have seen come from the report and the good design guidelines are factors which Neometro have been focusing on for 25 years; they're just common sense from a design and well being perspective.

JP: And I think the reality now is if you're working on an inner city site, generally it's going to be close to public transport so that's sort of a given and I think what James touched on before is we'd rather be doing a building on a railway line even though the rail noise might have a perception of being worse than it is.

Jewel is obviously on a train line so there's a bit of noise but you can mitigate it through double glazing so residents can sleep. If they want to open their door they're only going to hear noise say every half hour rather than the constant noise of a freeway, so they can use their facilities in the manner in which they were designed for.

UM: What are your thoughts on advocating developer contributions to go towards community amenities where sites are restricted in providing an appropriate level of onsite amenity?

JT: Developers do already make that contribution in the form of open space however one of the challenges is the fact that there's not necessarily transparency in the way that the money is used and whether it is directly related to a specific area.

In terms of Jewel Station we've been incredibly fortunate whereby we're doing this development and VicTrack are covering the cost of the public realm. To an extent we're getting a bit of a free kick because it's a partnership in terms of the overall design and development of the precinct.

JP: In terms of what the building does for the community, first and foremost it has to get the architecture and street activation right; how it affects the outside community and how the community see and respect the building. Something not many people get right is the street activation and it's sometimes difficult to do because it can get value managed out.

The crucial aspect for the developer is to make sure that it does work within the urban landscape in terms of how friendly it is, how approachable the building is, what are the functions that are going to go into the building. As James touched on, in projects like Jewel station we're not going to add pools or cinemas, we have to do things that benefit the individual in the building. If you get the community right within the building that will really reciprocate with the outside community.

UM: Thank you for your time gentlemen.
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Laurence Dragomir

High density happiness with Neometro's James Tutton and Jeff Provan

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The public is now able to view plans for Jewell Station's much hyped redevelopment, with documents currently on display for perusal via Moreland City Council's online planning register. After a lengthy community engagement period, VicTrack and development partner Neometro pressed ahead with a town planning submission during July.

Billed as an opportunity to bring residential and retail development to the station precinct in conjunction with an overhaul of Jewell Station's public domain, the project has taken in excess of three years to reach this point. Following periods of public consultation, "The feedback from these sessions was incorporated into Neometro's final designs, which they submitted to council" <a href="https://www.victrack.com.au/jewellstationprecinct#.VewsF_mqpBc">according to VicTrack</a>.

<h2>Public realm improvements</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/image164_0.jpg" rel="gallery-all" title="The envisaged remodelling of Jewell Station"><img alt="" class="image-article-full-width-580px" height="246" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image164_0.jpg?itok=2Je_TPG4" title="The envisaged remodelling of Jewell Station" width="580"></a>

<figcaption>The envisaged remodelling of Jewell Station</figcaption></figure>Documents within the planning application state on numerous occasions that public realm improvements are exempt from this planning application and are for information purposes only. Having said that, a suite of renders accompanying the provided information suggest the design seen above is what is likely to be delivered.

Precinct landscaping will likely see a new Grand Staircase implemented leading onto the station platform, increased seating surrounding the station, areas set aside for passive and programmed activation such as pop up stalls, new lighting and provision for art installations. Two residential buildings will frame the precinct.

Jewell Station itself will be refurbished and will include facilities for Protective Services Officers.

Furthermore after public input, the revitalisation will also include Watson Park to the west of Jewell Station which will be overhauled to include a new playground, enhanced access to the station, community gardens and a flexible project space.

<h2>North residential building</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/image140.jpg" rel="gallery-all" title="BKK's contribution as envisaged from Union Street"><img alt="" class="image-article-full-width-580px" height="356" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image140.jpg?itok=Wn25_s_Z" title="BKK's contribution as envisaged from Union Street" width="580"></a>

<figcaption>BKK's contribution as envisaged from Union Street</figcaption></figure><ul>
<li>579sqm footprint with existing single story industrial use onsite</li>
	<li>Designed by BKK Architects</li>
	<li>Eight level building at 29.9 metres</li>
	<li>44 apartments: 23 x 1BR, 19 x 2BR, 2 x 3BR</li>
	<li>Three level basement for 26 vehicles</li>
	<li>46 bikes spaces at ground level</li>
	<li>Two retail tenancies fronting both Jewell Station and Union Street</li>
	<li>Rooftop yoga/meditation space, BBQ and terrace included</li>
</ul>
<h2>South residential building</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/image141.jpg" rel="gallery-all" title="Interaction between old and new"><img alt="" class="image-article-full-width-580px" height="325" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image141.jpg?itok=e18E8p5d" title="Interaction between old and new" width="580"></a>

<figcaption>Interaction between old and new</figcaption></figure><ul>
<li>1273sqm footprint with empty industrial building and at grade car park onsite</li>
	<li>Designed by MA Architects</li>
	<li>Eight level building at 30.5 metres</li>
	<li>78 apartments: 13 x 1BR, 65 x 2BR</li>
	<li>Three level basement for 74 vehicles and 176 bikes</li>
	<li>Two commercial tenancies and one retail tenancy at ground level</li>
	<li>External terrace at Level 1</li>
</ul>
<h2>Comment</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/image139_0.jpg" rel="gallery-all" title="Aerial perspective of the Jewell Station redevelopment."><img alt="" class="image-article-full-width-580px" height="321" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image139_0.jpg?itok=0WJJFDxF" title="Aerial perspective of the Jewell Station redevelopment." width="580"></a>

<figcaption>Aerial perspective of the Jewell Station redevelopment.</figcaption></figure>VicTrack states on its website that it along with Neometro hold a shared vision of creating "A place that improves Jewell Station and its surrounds, while reflecting the unique character of Brunswick." One could not imagine that extensive public feedback for the project would have resulted in the southern building presenting as a very simplistic endeavour with slight architectural merit.

The northern building for instance maintains a completely active frontage to Jewell Station-Upfiled Bike Path while the southern building's frontage includes a grilled ground level car park and building services mixed with commercial window fronts. More could have been done with the building itself but more importantly how it presents to the public realm.

It's likely the southern building employs precast panels as an effective means to mitigate noise from the adjoining rail line but one should look no further than <a href="http://www.smallgiants.com.au/a-new-eco-village-is-born-the-commons-is-complete/">The Commons</a> nearby to understand what can be achieved on a development plot opposite a rail line.

Gripes regarding one particular aspect of the precinct renewal aside, the overall result to date looks to be highly satisfactory where it matters most: improving the public realm and improving what is currently an unsafe and decrepit area surrounding a key piece of transport infrastructure.
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Jewell Station redevelopment plans now before Moreland City Council

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Brunswick's Jewell Station Precinct redevelopment has progressed with the master plan currently open to public comment. A joint project between land owner VicTrack and property developer Neometro, Jewell Station Precinct forms part of VicTrack’s <a href="https://www.victrack.com.au/en/projects/details/projects%20n-z/station-precinct-enhancement-program#.VNanRjGUfUc">Station Precinct Enhancement</a> program which seeks to cede under-utilised VicTrack-owned land to developers for renewal.

In turn proceeds from the redevelopment of Jewell Station Precinct will allow VicTrack to fund the revitalisation of the station forecourt, creating a safer and more accessible transport hub.

BKK Architects, McAllister Alcock Architects and landscape/urban design practice Glas form the design team appointed to create "A community asset that becomes part of the cultural fabric of Brunswick, ”according to Neometro Director James Tutton​. As seen below both architecture firms are more than capable of creating highly distinctive, small to medium scale developments that also deliver quality urban design outcomes.

<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/image64.jpg" rel="gallery-all" title="selected projects from both BKK Architects and McAllister Alcock Architects"><img alt="" class="image-article-full-width-580px" height="425" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image64.jpg?itok=wr1061_E" title="selected projects from both BKK Architects and McAllister Alcock Architects" width="580"></a>

<figcaption>Selected projects from both BKK Architects and McAllister Alcock Architects</figcaption></figure><h2>Jewell Station master plan highlights</h2>

As sourced via the recent media release, Jewell Station Precinct's design will be heavily influenced by the following factors:

<h3>Activation of the station forecourt</h3>

The station entrance, currently dominated by a large asphalt area, is proposed to be reactivated by a grand staircase with integrated seating, where commuters and residents can sit and take in the precinct’s public art features, public square and enjoy an elevated café terrace looking down Wilson Avenue. This public square is imagined as a flexible space that will evolve with needs of the local community, offering infrastructure to host small events such as pop-up concerts and market stalls.

<h3>Improvements for cyclists and pedestrians</h3>

The Upfield cycle path will be significantly improved to increase safety for pedestrians and cyclists. Rumble strips and slopes will be added to the station’s approach in both directions to slow cyclists and prevent collisions, while clearer markings will highlight to pedestrians the shared nature of the path. Bike facilities, such as pumps for flats and bike racks, are also suggested within the precinct.

<blockquote>
This bike path is a highway for cyclists travelling to and from the city and has been the basis of intense planning to improve the safety and accessibility for both cyclists and pedestrians around the station
<cite>Neometro Director, James Tutton</cite>
</blockquote>

<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/image69_1.jpg" rel="gallery-all" title="Jewell Station precinct. Image courtesy Neometro"><img alt="" class="image-article-full-width-580px" height="408" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image69_1.jpg?itok=gOPhp_7A" title="Jewell Station precinct. Image courtesy Neometro" width="580"></a>

<figcaption>Jewell Station precinct. Image courtesy Neometro</figcaption></figure><h3>Apartment design to create a village feel</h3>

Community gardens and two apartment buildings designed with Neometro’s signature passion for great design and architecture will bookend the northern and southern ends of the site. At a proposed eight levels each, the buildings have been designed in accordance with the Brunswick Structure Plan and will feature various commercial spaces and flexible studios at the ground floor interface.

<h3>Improvements to safety</h3>

The western side of the station will see improvements to the public park with lighting, picnic areas, a larger community garden to increase the safety and amenity. Proposed parcel pick-up locker facilities will allow nearby residents to collect deliveries on the way home. A dedicated space is also proposed to service the nearby RMIT campus, which will be asked to outline its desires for the site.

<h2>Comment: better luck this time round</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/image68_1.jpg" rel="gallery-all" title="Ikon Glen Waverley. Render courtesy NH Architecture"><img alt="" class="image-article-full-width-580px" height="286" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image68_1.jpg?itok=BVYuzNS5" title="Ikon Glen Waverley. Render courtesy NH Architecture" width="580"></a>

<figcaption>Ikon Glen Waverley. Render courtesy NH Architecture</figcaption></figure>VicTrack's initial attempt at station enhancement is more a tale of woe. Seen above left was the initial design created by NH Architecture for a Glen Waverley Station residential block, which ultimately morphed into a disappointing urban outcome when completed at the turn of 2014. Teaming with Consolidated Properties, Ikon Glen Waverley looks to be more an attempt at cost cutting and maximising profits rather than delivering a lasting positive urban outcome.

How will Jewell Station Precinct provide a better outcome? With Neometro comes a <a href="/news/james-tutton-on-all-things-urban">very different ethos</a> to development, emphasised by their B Corporation status achieved in 2013.

<blockquote>
Success for us is defined by the delivery of social, community and financial outcomes. Jewell Station is the perfect canvas for this approach. The transformation of this precinct will give locals and the wider community a beautiful, safe, creative and active space to play and live in.
<cite>Neometro Director, James Tutton​</cite>
</blockquote>

The hope of course is a far superior outcome to that of Glen Waverley. A period of community feedback for Jewell Station Precinct is now underway with the wider public able and encouraged to provide commentary which will ultimately help refine plans prior to their submission for approval.

Visit <a href="http://jewellstation.engagementhq.com/jewell-station">jewellstation.engagementhq.com</a> for details.
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Jewell Station's redevelopment a step closer

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Urban.com.au's chat with Neometro Director James Tutton continues, following the <a href="/news/james-tutton-on-all-things-urban" target="_blank">first part</a> published earlier this week.

Neometro was the first property developer in Australia to gain <a href="http://www.bcorporation.net/" target="_blank">B Corporation</a> status - what are you doing above and beyond the norm?

To become a B Corporation member we really didn't have to change much in terms of what we were doing, although we did need to document a lot of what we were doing by way of community engagement, ESD, governance, equity participation from members, directors and so forth. A great example would be what we call in Australia the HR section of the questionnaires; if a staff member leaves your organisation under good terms - do you welcome them back should they want to return?

We had to document our policy where if a staff member expresses an interest in coming back, even if we don't have a job for them, we kind of just find one for them.

Can the process of gaining B Corporation status be daunting?

The experience can be daunting, there's no two ways about it. I think its quite sensible that the process is broken into two stages.

Initially you jump online, register, complete the questionnaires and I think we came up with roughly 70% - we're now on 86%. Post assessment, B Lab contact the prospective member and identify areas that need to change in your business in order to get certification. Thereafter what is effectively a random audit is conducted prior to certification.

Why is B Corporation status important in Australia?

I've worked quite a lot in the not-for-profit sector and I've seen the lack of entrepreneurialism in the sector. For profit used in the right way can be a massive force for good, ultimately though for-profit tends to attract the hungrier people, smarter people. Leveraging capitalism for positive social, community and environmental outcomes is not necessarily the norm in Australia.

The challenge is there hasn't been a language and metric around that and that's definitely emerging in America and continental Europe more than Australia. Currently there's a real tribe of like-minded entrepreneurs in Australia that aren't satisfied with merely working to climb the corporate ladder - <a href="http://www.bcorporation.net/" target="_blank">B Corporation</a> can give recognition to those people willing to make a difference.

Moving to your current project, 9 Smith Street. You've gone to effort to establish pop-up venues within the existing structure prior to construction. What purpose does this serve when the existing building is to be demolished?

We have <a href="https://www.facebook.com/3000acres" target="_blank">3000 acres</a>, <a href="https://www.facebook.com/slopesprojects" target="_blank">Slopes Gallery</a> and <a href="http://www.broadsheet.com.au/melbourne/food-and-drink/article/place-holder-pops-fitzroy" target="_blank">Place Holder</a> which I feel can create or enhance the sense of community. Our display suite sits in behind Place Holder; personally I take the view that by offering people a well designed, beautiful space to engage and meet, it's a highly desirable outcome, even if they are temporary.

<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/9SMITH_IMAGES_FINAL_1_0.jpg" rel="gallery-all" title="Image © Neometro"><img alt="" class="image-article-full-width-580px" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/9SMITH_IMAGES_FINAL_1_0.jpg?itok=u2IMyYHC" style="height:336px; width:580px" title="Image © Neometro"></a>

<figcaption>Image © Neometro</figcaption></figure>When will construction commence at 9 Smith Street?

We've committed to a twelve month period for the pop-up businesses, so early 2015 is anticipated start.

Will Neometro be in charge of the choice of commercial tenants for 9 Smith Street?

Absolutely, often you could look at some of our leasing decisions and say that's uncommericial. From our perspective if we develop a building and place a KFC down stairs, not only does that not sit well with us in terms of our social views, but when prospective buyers go reference our past projects and see that... it's a terrible impression.

The natural extension then becomes does Neometro have an ideal tenant in mind for 9 Smith Street?

Including retail is a bit of a no brainer, but I feel there's a real risk when you get dominated by hospitality. This precinct hasn't really attracted corporate retailers and I suspect that will be the case for quite some time; if that were change anywhere it might be along Gerturde Street but I think that's unlikely to be honest.

Independent retailers are our target and we're speaking to overseas brands who don't currently have a presence in the Melbourne market. Possibly a publishing or cycling apparel outlet, mind you we're looking to bring a number of brands to this site. In general I think this end of Smith Street is just amazing..it's really interesting. To see brands like Aesop next door, David Bromley doing his thing across the road, Double Monk, its a really positive thing and we're not looking to disturb the vibe of the area by introducing inappropriate retailers.

Clearly Neometro prides itself/beats the drum on the high quality living spaces you deliver?

I personally take the view if you deliver a well designed, beautiful space for people to live in, it has an impact upon their wellbeing and happiness - it's a critical factor which is quite often is overlooked. In saying that I'm not being defensive of the fact that we're selling apartments here between $495,000- $800,000, that is what it is. But I would argue that we're selling homes that people will be happy in as opposed to selling glossy pictures of what apartments might look like and then finding out a large margin exists between render and reality.

Without sounding in any way presumptuous on behalf of Neometro, I think we can play a small role in leading the sector toward a more socially driven outlook, and I think that's something that is possible. It's a sector that has a long way to go.

<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/Image8_17.jpg" rel="gallery-all" title="9 Smith Street, internally and externally. Images © Neometro"><img alt="" class="image-article-full-width-580px" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/Image8_17.jpg?itok=wptQDhiA" style="height:211px; width:580px" title="9 Smith Street, internally and externally. Images © Neometro"></a>

<figcaption>9 Smith Street, internally and externally. Images © Neometro</figcaption></figure>Any plans to upscale to high-rise projects?

I think we would be reluctant to deliver a project over 80 apartments; we want to grow as a business doing more of the same as opposed to doing huge projects. A critical factor is depth of market as we find that with a quality of product, it's difficult to sell 200 units in an efficient timeframe whereas selling 50 units is doable, plus we have a focus on the owner occupier market with our projects which demands more intimate developments.

So brand recognition and hitting the target market are critical to Neometro?

Many developers sell through financial planning channels, we don't at all so sales are largely to owner-occupiers and sold by Neometro, not by some accountant in Wollongong. It's been very interesting in terms of Neometro being able to effectively articulate who we are and what we do to our market.

Neometro is in business to make a commercial return but we're also in business to make homes which we're immensely proud of. From a design perspective and in terms of build quality and amenity, I think we've articulated what we do a bit better in this project than what we have in others.

We're proud of what we do, if you look at our credentials it paints a history of the projects we've completed and it also talks about what we've done from a social and community perspective.

What's next for Neometro?

We're about to start construction on George Corner, it's a great project. We're also halfway through Walsh Street, South Yarra and are about to start construction on a project in Toorak.

Right now we're also looking at three other development sites, one south of the river and two north which in a broad sense are not dissimilar to what we've done here at 9 Smith Street. One in particular has a very substantial community interface to it for a variety of reasons - it will be one interesting project!
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James Tutton on all things Urban (continued)

<html><body>
Recently Apartments.com.au sat down with James Tutton for a thoroughly interesting, jovial and at times colourful interview on all things urban. A man whose credentials are impressive as they are varied, chief amongst them is co-director of property development firm Neometro.

<blockquote>
James joined Neometro four years ago to drive the development and commercial side of the business while maintaining its strong design integrity. James is the entrepreneur behind the immensely successful Moonlight Cinema, pioneering the outdoor cinema business in Australia and eventually selling it to an ASX listed corporate group in 2006.
<cite><a href="http://neometro.com.au/cms-our-people/james-tutton.phps">Our People: Neometro Developments</a></cite>
</blockquote>

<h2>The CV</h2>

<ul>
<li>Board Member - B Corporation, a not for profit organization which provides assessment &amp; certification for companies seeking to deliver positive social &amp; environmental outcomes while ensuring strong financial performance.</li>
	<li>Non-Executive Director - Shout For Good, a web and app based fundraising platform. Shout aims to leverage technology and social media to generate micro donations for its clients while providing consumers with a streamlined &amp; functional user experience</li>
	<li>Co-founder / Director - SMILING MIND - a "modern meditation for young people". An entrepreneurial not for profit organisation that has been established to teach young people Mindfulness Meditation as a stress management &amp; resilience tool.</li>
	<li>Director / owner - NEOMETRO</li>
</ul>
<h2>The interview</h2>

We begin by asking James: what challenges surround increased density and appropriately sized urban development?

The inefficiency is evident. I'm not a planner, just a guy with a BA in Philosophy, however to me it does not seem like rocket science. It makes so much more sense to build housing which is in immediate proximity to infrastructure, transport, employment, education and everything else. You go out there and look at broad acre developments; this is inefficient in the context of environmental issues, in context of community happiness, transport issues, hospitals etc. It goes on and on and on.

You then look at towers and think... well? I'm not saying towers are wrong, they absolutely have their place but it's about finding an appropriate balance. One of the things if find quite challenging is that you can have a precinct in immediate proximity to rail infrastructure etc. earmarked for medium density development in an area where there are ostensibly progressive thinkers, who then take developers to VCAT with the view that oh no you're evil, you're creating homes for people. That's so hypocritical!

It's the core of a real NIMBY culture which is just is not that positive. It's generalising but some of the views coming out of the Greens have been completely at odds with sensible environmentally focused planning. It can be madness.

Will planning zone reforms coax Neometro into markets beyond its established inner Melbourne footprint?

I look at Brunswick and think absolutely, there are opportunities there. Although can you afford to do an apartment development in Dandenong? No, that's the economics being what they are.

We love Brunswick; there's a lot of poor quality development there although my view is the poor quality development is not a reflection of demand. There's a lot of demand for high quality development from a buyers perspective.

Can you elaborate on why outer ring locations such as Dandenong or Frankston are difficult apartment market from a developers perspective?

It's a mixture of factors. Let me begin by saying inner city sites carry a higher land price therefore you need to get density to pay for it - a $6-7 million dollar slice of land requires you get yield by height. Construction costs being what they are dictate that lower density dwellings such as townhouses are not possible for the site. Should you go to Dandenong, the economics are that the land is cheaper and therefore building townhouses is more efficient in that context, and also meets the level of buyer demand.

I look at Frankston from a planning perspective and think why isn't there fast train and medium density housing in Frankston? It's an absolute no brainer and would entice property developers, but I don't think its going to happen.

<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/Dandenong_CBD_in_2013_as_viewed_from_railway_station.png" rel="gallery-all" title="Dandenong anyone? Image courtesy Wikipedia"><img alt="" class="image-article-full-width-580px" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/Dandenong_CBD_in_2013_as_viewed_from_railway_station.png?itok=VvfDRcD4" style="height:397px; width:580px" title="Dandenong anyone? Image courtesy Wikipedia"></a>

<figcaption>Dandenong anyone? Image courtesy Wikipedia</figcaption></figure>Is Government investing public money via schemes such as Revitalising Central Dandenong a worthwhile pursuit?

Not my view as a professional, just my lay view but there's a tipping point where things become viable. I mentioned Frankston in the sense that I feel it's very underpriced from a residential perspective because there is no quality public transport infrastructure through to Melbourne. It's just my two cents worth but like Dandenong there is an amount of stigma attached in a social context which has an impact on prospective buyers.

Long term and with further investment it's highly doable. Box Hill for instance is now in its own right more of an economic hub and on top of that it's closer to Melbourne which is attractive to potential apartment buyers. Whereas in Frankston the rail line is not that workable which limits connectivity to Melbourne, although the beaches are beautiful and it has the infrastructure that goes with a small city.

What would make a property developer venture into outer suburbs?

Should the factors that we've discussed become reality, from Neometro's perspective we'd also need to have the comfort that people would recognise what we offer. Even in Fitzroy where we have a design literate audience, some people come along and say Neometro is selling product for x thousands per square metre and the bloke down the road is selling it for one thousand dollars a square metre less. On top of that Neometro's apartments are proportionately larger, because that's just what a nice apartments need to be.

The guy down the road has a dog box; you apply the lower per square metre rate and the fact is that it's smaller - the actual quantum in dollar terms between one apartment and another becomes significant. Around here (Fitzroy) people look at that and understand it - 'I'm getting what I pay for' - that's the key.

But when you hit outer suburbs such as Dandenong, do you have a buyer group who actually understand the variations of quality on offer? That's a challenging thing, I'm not saying they don't, I'm just not personally convinced there is that market.

<h2>To be continued</h2>

During this week, <a href="/news/james-tutton-on-all-things-urban-continued" target="_blank">part two of our chat</a> with James Tutton will focus on B Corporation status and what it means, inner-city issues plus Neometero's current and future direction.
</body></html>

James Tutton on all things Urban

<html><body>
Apartments.com.au couldn't possibly write a finer preamble to today's video/article than what is found on the exceptional <a href="http://smithstreetlife.com.au" target="_blank">Smith Street Life</a> website which dedicates itself to all things Smith Street. Regarding the increasing number of apartment developments on and immediately surrounding the famed strip, the website states of the Street itself:

<blockquote>
Smith Street's public face is under reconstruction, with at least three major development works in progress presenting a shift to Smith Street's cultural and community evolution. 
Melbourne’s oldest shopping strip, Smith Street’s revival is likely to be enhanced with construction taking place at various stages, and faces, along Smith Street's historical façades. 
With history and heritage dating back to the early 1800’s there is no doubt that Smith Street’s changing facades are providing a new pillar in Melbourne’s history. The changing identity of Smith Street, from a place of diversity, history and heritage, towards a more likely gentrified future is reflected in three different property developments each with their own different approach.
<cite><a href="http://www.smithstreetlife.com.au/the-changing-faces-of-smith-street" target="_blank">Smith Street Life: The changing faces of Smith Street</a></cite>
</blockquote>

The newest addition to <a href="/architects/grimshaw-architects" target="_blank">Grimshaw Architects</a> Melbourne office and regular Apartments.com.au contributor Laurence Dragomir along with <a href="/developers/neometro" target="_blank">Neometro</a>'s founder Jeff Provan feature in Apartments.com.au's most recent video - produced by our partners <a href="http://www.thevideoagency.com.au/" target="_blank">The Video Agency</a> - Hotspots: Smith Street

<iframe frameborder="0" height="300" scrolling="no" src="//player.vimeo.com/video/87231917" width="100%"></iframe>

<a href="https://www.propertyobserver.com.au/http://vimeo.com/87231917">Hot Spot: Smith Street</a> from <a href="http://vimeo.com/user19840635">The Video Agency</a> on Vimeo.

See below a summary of the aforementioned 16 current apartment projects on and around Smith Street.

<table border="1" cellpadding="1" cellspacing="1" style="width:100%"><tbody>
<tr>
<td style="width:243px">Under Assessment</td>
			<td style="width:245px">Registration and Sales</td>
		</tr>
<tr>
<td style="width:243px"><a href="/new-apartments/atrium-fitzroy-230-moor-street-fitzroy">229 Smith Street</a></td>
			<td style="width:245px">
<a href="/buildings/9-smith-street-9-smith-street-fitzroy" target="_blank">9 Smith Street </a>(moved to sales post video)</td>
		</tr>
<tr>
<td style="width:243px">Approved</td>
			<td style="width:245px"><a href="/buildings/oxford-peel-22-peel-street-collingwood">Oxford &amp; Peel - 22 Peel Street</a></td>
		</tr>
<tr>
<td style="width:243px">7 Hodgson Street</td>
			<td style="width:245px"><a href="/buildings/tapestry-apartments-80-stanley-street-collingwood" target="_blank">Tapestry - 80 Stanley Street</a></td>
		</tr>
<tr>
<td style="width:243px"><a href="/buildings/the-lantern-195-wellington-street-collingwood" target="_blank">195 Wellington Street</a></td>
			<td style="width:245px"><a href="/buildings/haus-apartments-416-smith-street-collingwood" target="_blank">Haus - 416 Smith Street</a></td>
		</tr>
<tr>
<td style="width:243px"><a href="/buildings/221-kerr-street-fitzroy">221 Kerr Street</a></td>
			<td style="width:245px"><a href="/buildings/41-peel-street-collingwood" target="_blank">41 Peel Street</a></td>
		</tr>
<tr>
<td style="width:243px"><a href="/new-apartments/237-smith-street-fitzroy" target="_blank">237 Smith Street</a></td>
			<td style="width:245px"><a href="/buildings/little-ox-2-johnston-street-collingwood" target="_blank">Little Ox - 2 Johnston Street</a></td>
		</tr>
<tr>
<td style="width:243px"><a href="/new-apartments/305-311-smith-street-fitzroy" target="_blank">305-311 Smith Street</a></td>
			<td style="width:245px">Under Construction</td>
		</tr>
<tr>
<td style="width:243px"><a href="/buildings/yorkshire-1-robert-st-collingwood" target="_blank">Yorkshire - 1 Robert Street</a></td>
			<td style="width:245px"><a href="/buildings/smith-co-132-172-smith-street-collingwood">132 Smith Street</a></td>
		</tr>
<tr>
<td style="width:243px"> </td>
			<td style="width:245px"><a href="/buildings/you-and-i-450-smith-street-collingwood" target="_blank">You &amp; I - 450 Smith Street</a></td>
		</tr>
<tr>
<td style="width:243px"> </td>
			<td style="width:245px">Oxley - 46 Stanley Street</td>
		</tr>
</tbody></table>
<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/9SMITH_IMAGES_FINAL_1.jpg" rel="gallery-all" style="font-size: 12px;" title="The latest project to reach sales - 9 Smith Street. Image © Neometro"><img alt="" class="image-article-full-width-580px" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/9SMITH_IMAGES_FINAL_1.jpg?itok=tB9M6nSt" style="height:336px; width:580px" title="The latest project to reach sales - 9 Smith Street. Image © Neometro"></a>

With 9 Smith Street the most recent project to proceed to sales, it breaks the sequence of all projects currently at sales or under construction being located on the eastern side of Smith Street.

It would be an interesting social study to track over the coming months and years how the influx of new dwellings and residents will affect Smith Street's current dynamic. With an abundance of suitable development sites on and within close proximity to Smith Street, the trend of higher density living and increased population looks set to continue.
</body></html>

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