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.

<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/tsioMLcnjas?si=zq-ys3JuWpfa5hFv" title="YouTube video player" width="560"></iframe>

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

Plus Architecture

<html><body>
Constantin Brancusi's Bird in Space, Alvar Aalto's Savoy Vase and the iridescent nature of a bubble which captures the reflection and refraction of light waves via its surface. Not the first thoughts that come to mind for the average reader contemplating the design impetus behind <a href="/architects/plus-architecture">Plus Architecture's</a> scheme for <a href="/buildings/aspire-melbourne-301-king-st-melbourne">295-309 King Street, Melbourne</a>.

Nonetheless they have been listed as major influences upon what may become one of Melbourne's tallest apartment towers should it gain approval.

The proponent for 295-309 King Street is Farinia Pty Ltd and that entity is seeking permission to replace two low-rise office buildings within a western pocket of <a href="/new-apartments/melbourne-vic">Melbourne's CBD</a>, which is experiencing gargantuan levels of development at the moment. Town planning agency <a href="/developers/urbis">Urbis</a> state within their associated report:

<blockquote>
The 81-level proposal is appropriate to its changing and emerging urban context. Currently the west precinct of the City lacks significant architectural developments and this proposal will contribute to the emerging contemporary character of the area.
<cite>Urbis, planning permit application report</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/image77.jpg" rel="gallery-all" title="The above have been cited as design impetus. Image © Plus Architecture"><img alt="" class="image-article-full-width-580px" height="271" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image77.jpg?itok=zvjUGEN1" title="The above have been cited as design impetus. Image © Plus Architecture" width="580"></a>

<figcaption>The above have been cited as design impetus. Image © Plus Architecture</figcaption></figure><h2>295-309 King Street, Melbourne</h2>

<ul>
<li>Current 1,301sqm site use: dual low-rise commercial buildings</li>
	<li>Planning application submitted October 2014</li>
	<li>Proposed 83 level residential tower at 269.45 metres to LMR</li>
	<li>Total GFA: 58,984sqm</li>
	<li>603 apartments: 99*studio / 239*1BR / 238*2BR / 15*3BR / 12*Penthouses</li>
	<li>124 car spaces (stacker) / 290 bicycle spaces / 18 motorcycle spaces</li>
	<li>415 storage units</li>
	<li>Residential amenities and common areas provided at Levels 10 and 79</li>
</ul>
<h2>An iridescent facade</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/image75.jpg" rel="gallery-all" title="Facade section. Image © Plus Architecture"><img alt="" class="image-article-full-width-580px" height="296" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image75.jpg?itok=x1THnczZ" title="Facade section. Image © Plus Architecture" width="580"></a>

<figcaption>Facade section. Image © Plus Architecture</figcaption></figure>Dominating 295-309 King Street's exterior will be a curtain glaze of iridescent panels capable of capturing the light spectrum in a manner unlike any other Melbourne tower. The façade will change appearance depending upon factors such as weather conditions and the angle from which it is viewed.

<blockquote>
Plus Architecture’s design for the proposed building embodies elegance, flair and sophistication and adds a high quality signature element to the evolving northern and western residential fringe of Melbourne’s CBD. The unique built form has been inspired by the concept of a budding flower, and as a result, presents as a number of tapering curves revolving around a centre point.
<cite>Urbis, planning permit application report</cite>
</blockquote>

With its splayed shape and unique façade capable of creating its own distinct detail, Plus Architecture have strived to set 295-309 King Street apart from all other Melbourne buildings.

<h2>From the ground up</h2>

<ul>
<li>Basement: single basement level which would accommodate services, storage cages and bicycle parking</li>
	<li>Ground: three retail tenancies plus the residential lobby and building services</li>
	<li>Level 1-7: car parking, apartments to street frontages plus a community centre facing King Street</li>
	<li>Level 8: studio, two and three bedroom apartments plus 70 stores</li>
	<li>Level 9: plant services</li>
	<li>Level 10: pool, gym, library/lounge, yoga/pilates studio and 78 stores</li>
	<li>Level 11-50: apartments with a mixture of layouts</li>
	<li>Level 51: plant services</li>
	<li>Level 52-75: apartments with a mixture of layouts</li>
	<li>Level 76-78: penthouses, smallest at 151sqm</li>
	<li>Level 79: lounge, wine cellar, dining area, karaoke, gaming room</li>
	<li>Level 80-82: plant and damper</li>
</ul>
<h2>Jenga time</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/image76.jpg" rel="gallery-all" title="The Jenga-like podium envisaged from King Street. Image © Plus Architecture"><img alt="" class="image-article-full-width-580px" height="425" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image76.jpg?itok=NJQby1xb" title="The Jenga-like podium envisaged from King Street. Image © Plus Architecture" width="580"></a>

<figcaption>The Jenga like podium as envisaged from King Street. Image © Plus Architecture</figcaption></figure><blockquote>
The Podium has been designed to respond to the fine grain relationship with the King Street and Little Lonsdale Street wall. Historically, Melbourne has had a distinct connection with its use of bluestone in creating Rustica Façade designs.

The podium design for this development seeks to draw inspiration from the bluestone streetscape of King Street by reinterpreting this relationship in a contemporary way that responds to the human scale. Thus, the podium has been broken up into a Jenga like formation creating a dynamic façade that plays with scale and materiality, while also providing privacy for podium apartments.
<cite>Plus Architecture - Design response, town planning submission</cite>
</blockquote>

<h2>The feasibility of it all</h2>

As touched upon earlier 295-309 King Street is one of many towers lining up to replace the bevy of available development sites immediately surrounding the site in question, most of which are loosely located around the King and Lonsdale intersection. 250 Spencer Street's quartet of towers between 205 and 300 metres, the at sales <a href="/buildings/the-fifth-605-lonsdale-street-melbourne">605 Lonsdale Street</a> (165 metres) plus the under construction <a href="/buildings/manhattan-at-uws-33-rose-lane-melbourne">33 Rose Lane</a> (170 metres) and 612 Lonsdale Street (144 metres) attest to the popularity of this patch of Melbourne's CBD at the moment.

Perhaps understanding that most sites surrounding 295-309 King Street carry prime redevelopment potential, Plus Architecture have added development feasibility scenarios for the adjoining 311 King Street. As a result 295-309 King Street is built to the northern boundary to a height near on 40 metres, providing 311 King Street with a common boundary to build against, with a tower above podium to 70 metres possible in a likely scenario. Under this feasibility scenario tower to tower distance would be 9.5 metres.

<h2>295-309 King Street, Melbourne planning team</h2>

<ul>
<li>Developer/Proponent: Farinia Pty Ltd</li>
	<li>Planning Report: Urbis</li>
	<li>Architectural Plans and Urban Context Report: Plus Architecture</li>
	<li>Traffic Assessment: Cardno</li>
	<li>Waste Management Advice: Leigh Design</li>
	<li>Environmental Sustainable Design Statement: Cundall</li>
	<li>Wind Impact Assessment: MEL Consultants</li>
	<li>Acoustic Assessment: Renzo Tonin &amp; Associates</li>
	<li>Aviation Assessment: Thompson GCS</li>
</ul>
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silvermb

Planning application: 295-309 King Street, Melbourne

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Leighton Properties Managing Director Mr Mark Gray described the purchase of Moonee Ponds' Readings site as "Consistent with Leighton Properties strategy to focus on inner ring urban renewal sites which are in prime locations, close to transport links, retail and places of work." Sixteen months later and the boom site covering more than 13,300sqm is for sale with JLL and CBRE jointly offering what was formerly home to the Moonee Ponds Market.

With six street frontages and high expectations for a landmark urban renewal development, Leighton Properties and joint venture partner Qualitas snapped up the vacant land for $23 million.  During their October 2013 announcement, it was stated via Leighton Properties' website that the staged development would likely provide in excess of 800 apartments and 2,000sqm of retail, with an end value near on $450 million.

<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/image3_1.jpg" rel="gallery-all" title="40 Hall Street which is at planning. Image courtesy Plus Architecture"><img alt="" class="image-article-full-width-580px" height="386" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image3_1.jpg?itok=7_PNdJ_R" title="40 Hall Street which is at planning. Image courtesy Plus Architecture" width="580"></a>

<figcaption>40 Hall Street which is at planning. Image courtesy Plus Architecture</figcaption></figure>Seen above is the design for the sole plot of the sprawling site which the joint partners advanced to planning assessment with City of Moonee Valley. <a href="/news/leighton-initiate-the-readings-moonee-ponds-transformation">Covered first</a> by Apartments.com.au during October 2014, the residential tower would have 162 apartments within its 15 levels and include retail outlets fronting Hall Street.  Along with associated landscaping and provision for a pedestrian link the scheme would cover 2,388sqm or over 17% of the total development area.

Plus Architecture are responsible for the initial planning application, and it's more than likely that they too are responsible for indicative scheme seen below.  Accompanying online sales information are a number of high quality concept images designed to provide context for prospective developers; 1200 apartments within seven buildings is the nominated site outcome.

<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/main_2.jpg" rel="gallery-all" title="An indicative outcome. Image courtesy JLL"><img alt="" class="image-article-full-width-580px" height="386" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/main_2.jpg?itok=sz_VSiy-" title="An indicative outcome. Image courtesy JLL" width="580"></a>

<figcaption>An indicative outcome. Image courtesy JLL</figcaption></figure>Two residential towers in excess of 20 levels headline the concept scheme, followed by the at planning <a href="/buildings/hall-st-40-hall-street-moonee-ponds">40 Hall Street</a> and a number of smaller towers thereafter.  Included within the scheme is the envisaged north-south pedestrian link/public open space which City of Moonee Valley had requested, in addition to a number of other key site criteria that have been sent to the Minister for Planning for approval within site specific Development Plan Overlay.

<blockquote>
In September Council asked the Minister for Planning to approve and include in the Moonee Valley Planning Scheme a Development Plan Overlay for the site. We are currently still awaiting approval.

<cite>City of Moonee Valley, January 2015</cite>
</blockquote>

As to the motivations for Leighton/Qualitas offloading this prized site with a staged delivery timeframe most likely over a decade? According to <a href="http://www.afr.com/p/business/property/walker_corporation_runs_ruler_over_RZtUxZONt76pNLVgF5NUhO">this AFR article</a> Leighton Propeties as an entity is for sale after its parent company (Germany's Hochtief) refused to provide rental guarantees to support some projects in its development pipeline.  Leighton's Properties thereafter began offloading a number of future development sites with the Moonee Ponds Market site set to be the latest.

Nonetheless opportunity has arisen for a developer to assume the reigns over one of Melbourne's blue-chip 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/image2_3.jpg" rel="gallery-all" title="Hero perspective of the eastern portion of the site. Image courtesy JLL"><img alt="" class="image-article-full-width-580px" height="386" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image2_3.jpg?itok=IKxeuJ_h" title="Hero perspective of the eastern portion of the site. Image courtesy JLL" width="580"></a>

<figcaption>Hero perspective of the eastern portion of the site. Image courtesy JLL</figcaption></figure>
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Leighton seeks to offload their Moonee Ponds super site

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St Kilda Road-based <a href="http://plusarchitecture.com.au/">Plus Architecture</a> have recently updated their website with fresh information, thus allowing Apartments.com.au to insert a swag of new and predominantly residential listings into our Project Database. South Yarra twice over, Glen Waverley, Box Hill, South Melbourne and North Melbourne are home to the new project listings, with 720 apartments and 157 hotel suites the expected sum result.

Little Projects' The Elfin residential tower leads the pack. Located at 38 Claremont Street South Yarra, it is preparing for a sales launch while early works continue onsite. The Elfin's 102 apartments may also be joined by an additional 99 dwellings at nearby <a href="/new-apartments/402-416-chapel-street-south-yarra">402-416 Chapel Street</a> South Yarra.

Lodged mid 2014, South Melbourne-based Blueprint Development Group is behind the scheme which would see the demolition of the existing building and construction of a 12 storey mixed use tower including 99 apartments, 157 hotel suites, restaurants holding a total of 473 patrons, 1,009sqm of retail space, 579sqm of commercial space and a gymnasium. City of Stonnington have added no further information since the application was lodged.

<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_4433.jpg" rel="gallery-all" title="Early works have commenced at 38 Claremont Street. Render courtesy Plus Architecture"><img alt="" class="image-article-full-width-580px" height="387" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/img_4433.jpg?itok=oj4jZ7V8" title="Early works have commenced at 38 Claremont Street. Render courtesy Plus Architecture" width="580"></a>

<figcaption>Early works have commenced at 38 Claremont Street. Render courtesy Plus Architecture</figcaption></figure>Of the four remaining projects only <a href="/buildings/galleria-glen-waverley-52-osullivan-road-glen-waverley">52-54 O'Sullivan Road, Glen Waverley</a> has gained planning approval, with City of Monash ruling in favour of the 276-apartment project during late 2014. Despite community concerns over height and lack of communal facilities, the 15 level tower on behalf of Australia Nan Xin Investment Pty Ltd can now proceed at the developer's discretion.

<a href="/new-apartments/reflections-108-haines-street-north-melbourne">104-112 Haines Street, North Melbourne</a>, <a href="/buildings/carrington-109-carrington-road-box-hill">109 Carrington, Road Box Hill</a> and <a href="/new-apartments/65-palmerston-61-65-palmerston-crescent-south-melbourne">61-65 Palmerston Crescent, South Melbourne</a> represent the remaining trio of Plus Architecture-designed projects still at planning assessment. 104-112 Haines Street is the largest, seeking approval for 143 apartments in a traditionally low-rise area of North Melbourne.

City of Melbourne are also considering the merits of a similarly proportioned proposal on the neighbouring <a href="/new-apartments/gardiner-on-the-park-116-haines-street-north-melbourne">114-116 Haines Street</a> site; should Council approve both developments it would likely set a precedent for the accelerated urban renewal in North Melbourne.

<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/perspective_8-819x600.jpg" rel="gallery-all" title="104-112 Haines Street North Melbourne. Image courtesy Plus Architecture"><img alt="" class="image-article-full-width-580px" height="353" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/perspective_8-819x600.jpg?itok=YSa3NzNw" title="104-112 Haines Street North Melbourne. Image courtesy Plus Architecture" width="580"></a>

<figcaption>104-112 Haines Street North Melbourne. Image courtesy Plus Architecture</figcaption></figure>The six additional project listings has swelled the current Plus Architecture stable to 19 within Apartments.com.au's Project Database, ranging from project assessment through to construction. All their projects are <a href="/architects/plus-architecture">available for viewing</a>.

The impressive number of current projects has propelled Plus Architecture into a position of strength, nestled in behind Hayball and Elenberg Fraser in terms of overall project numbers which alludes to the rate at which Plus Architecture gas grown in recent times. The six most recent Plus Architecture listings are available for individual viewing below.
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Plus Architecture begins 2015 with a bang!

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Could this be Fishermans Bend's first tower to reach construction? A planning application first highlighted on Apartments.com.au during August 2013 looks likely to take the title of Fishermans Bend's first project to become reality.

<a href="/news/planning-application-91-montague-street-south-melbourne">91 Montague Street</a>, now better known as Gravity Tower @ 89 Gladstone Street is the latest project to be delivered by assiduous Melbourne-based developer Blue Earth Group. In line with Blue Earth Group's business plan the tower won't proceed to retail sales, but will be moved as investment stock nationally via a network of partners as per their previous projects.

<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/render001_exterior-ground1_1.jpg" rel="gallery-all" title="89 Montague Street's distinctive facade. Image courtesy Fraher Design 3D"><img alt="" class="image-article-full-width-580px" height="1051" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/render001_exterior-ground1_1.jpg?itok=KKHmNKg4" title="89 Montague Street's distinctive facade. Image courtesy Fraher Design 3D" width="580"></a>

<figcaption>89 Montague Street's distinctive facade. Image courtesy Fraher Design 3D</figcaption></figure>Gravity Tower itself is a 28 level building designed by Plus Architecture which carries 144 residential apartments according to Blue Wealth Property's <a href="http://issuu.com/bluewealthproperty/docs/141105_-_gravity_tower_-_ddr__pdf_">due diligence</a> report on the project. One bedroom apartments begin from $405,000 at 51sqm whilst dual bedroom apartments begin at $549,000 and 68sqm as shown in the due diligence document.

Chinese website Yeeyi is also carrying <a href="http://translate.google.com.au/translate?hl=en&amp;sl=zh-CN&amp;u=http://www.yeeyi.com/bbs/thread-1733533-1-1&amp;prev=search">sales material</a> for the tower which shows a rooftop communal area, open air cinema and plunge pool whilst a retail space will be included at ground level. Given Gravity Tower looks set to be the first project within Fishermans Bend to reach construction, it will be afforded unfettered views upon completion.

Gravity Tower may not be alone for long with a number of additional projects within the Urban Renewal Area looking for imminent sales launches. Guangzhou-based R&amp;F Properties heads the list as it's reportedly preparing for the launch of <a href="/new-apartments/60-82-johnson-street-south-melbourne">60-82 Johnson Street</a> following its acquisition of the site during 2014.

<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/image5_0.jpg" rel="gallery-all" title="Artist's impression of Grivity Towers' views. Image courtesy Fraher Design 3D"><img alt="" class="image-article-full-width-580px" height="242" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/image5_0.jpg?itok=G0_RArny" title="Artist's impression of Grivity Towers' views. Image courtesy Fraher Design 3D" width="580"></a>

<figcaption>Artist's impression of Gravity Towers' views. Image courtesy Fraher Design 3D</figcaption></figure>There is to a degree an implied assumption that Gravity Tower will proceed to construction based upon the previous work of Blue Earth Group; the company has become adept at advancing projects to construction with very little if any public knowledge of the project.

Recently competed apartment complexes by Blue Earth Group include Geox, Stratus and Mink Essendon whilst their current project, <a href="/buildings/a-apartments-92-albert-street-brunswick-east">A Apartments</a> at 92 Albert Street East Brunswick, is under construction and would have escaped public attention but for its listing on Apartments.com.au. In addition Blue Earth Group look to have found a willing cohort with Hamilton Marino undertaking their five most recent builds, hinting that Gravity Tower is indeed close to reality and that a builder may well be in place.
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Gravity Tower poised to become Fishermans Bend's first build

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With a total site area of 13,390sqm in their keeping, Leighton Properties have chosen to divide the prized Readings Moonee Ponds site into separate development parcels, the first of which has recently been lodged with City of Moonee Valley. Highlighted by Apartments.com.au during May 2013, the then sales campaign included an <a href="/news/finally-readings-moonee-ponds-for-sale">indicative development scheme of 30 levels</a>.

Subsequently parent company Leighton Holdings was revealed as the buyer and approximately a year later have presented in conjunction with project partner Qualitas a planning submission with the intent of delivering a substantial apartment project.

<h2>Application summary</h2>

<ul>
<li>Stage 1 development: 40 Hall Street, Moonee Ponds</li>
	<li>Current site use: at grade car park (formerly Moonee Ponds Market)</li>
	<li>Application for development lodged September 2014</li>
	<li>15 levels @ 49.2 metres</li>
	<li>Site area: 2,388sqm</li>
	<li>162 apartments (1/2 bedroom) &amp; 2 retail tenancies over 437sqm</li>
	<li>137 car spaces &amp; 70 bicycle spaces</li>
</ul>
<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/image3hall.jpg" rel="gallery-all" title="Artist's impression of 40 Hall Street . Image © Plus"><img alt="" class="image-article-full-width-580px" height="773" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/image3hall.jpg?itok=1hqoX-oL" title="Artist's impression of 40 Hall Street. Image © Plus" width="580"></a>

<figcaption>Artist's impression of 40 Hall Street . Image © Plus</figcaption></figure><h2>Design impetus</h2>

Plus Architecture have employed a gentle undulating facade over the tower with a variety of materials on display. Differing glaze colours are joined by metal cladding, masonry and applied finishes (assumed precast) to create the external look.

<blockquote>
The articulation of the building envelope is both unifying and highly adaptive. The design presents a singular bold expression to Hall Street, providing the relatively short building the required gravitas to anchor the future precinct in a clear and calm manner .

The design considerations have resulted in a unique and contemporary design response that will contribute significantly to this streetscape and the overall centre. The development displays a high amount of glazing, including a mixture of tinted glazing and glass balustrades. The proposal will incorporate quality materials and finishes, including a mix of applied light and dark colours to respond to the highly innovative architectural design of the overall building.
<cite>Plus Architecture: planning application design statement</cite>
</blockquote>

<h2>Communal focus</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/image8.jpg" rel="gallery-all" title="Expected ground level layout. Image © Oculus"><img alt="" class="image-article-full-width-580px" height="481" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/image8.jpg?itok=eECzrxOl" title="Expected ground level layout. Image © Oculus" width="580"></a>

<figcaption>Expected ground level thoroughfare. Image © Oculus</figcaption></figure>Consisting of recycled brick and concrete pavers, 40 Hall Street seeks a new north-south pedestrian link with a likely future extension through to Homer Street. Beyond ground, a 482sqm resident's communal garden is included over the mezzanine level whilst level 5 also carries a communal terrace complete with mature trees.

A 147sqm roof garden is proposed to supplement the indoor/outdoor rooftop communal terrace area. Included is a kitchen, dining area and lounge space whilst the external area holds a BBQ and dining/entertaining space. It's envisaged an easily reconfigured terrace could also hold an outdoor cinema with the CBD as a backdrop.

<h2>One of many</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/image2_0.jpg" rel="gallery-all" title="Readings overview with 40 Hall Street in red. Image courtesy Urbis planning report"><img alt="" class="image-article-full-width-580px" height="371" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/image2_0.jpg?itok=wM5hu9tv" title="Readings overview with 40 Hall Street in red. Image courtesy Urbis planning report" width="580"></a>

<figcaption>Readings overview with 40 Hall Street in red. Image © Urbis</figcaption></figure>Prior to 40 Hall Street's submission, City of Moonee Valley had indicated that 17 levels was an appropriate outcome of the Readings site. With scope for an additional four or five apartment towers onsite and the nearby Moonee Valley Racecourse seeking 25 level towers as part of its redevelopment, it remains to be seen whether Leighton will push for future towers in the 25-30 level vicinity.

In the wider context Urbis' 40 Hall Street planning report states "Moonee Ponds is expected to undergo a shift in character to a taller, higher density precinct. There are also a number of new developments under construction or approved in the wider area." Indeed Moonee Ponds continues on an upward trajectory in terms of apartment development.

Currently three separate apartment buildings fronting Moore Street are under construction whilst The Montgomery and MOPO are both at sales, yielding a combined 178 apartments. Other projects currently of note within the Moonee Ponds Activity Centre include the 10 level 6-14 Young Street and Moloney Group's 33 Hall Street at 14 levels.

<h2>40 Hall Street development team</h2>

<ul>
<li>Developer: Leighton Properties / Qualitas</li>
	<li>Architect: Plus Architecture</li>
	<li>Planning: Urbis</li>
	<li>Transport: GTA Consultants</li>
	<li>Landscape: Oculus</li>
	<li>Sustainability: Lucid Consulting Australia</li>
	<li>Waste Management: Leigh Design</li>
</ul>
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Leighton initiate the Readings Moonee Ponds transformation

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Apartments.com.au recently had the privilege of being the only media outlet invited to peruse the recently completed Wrap apartment complex located at 133-139 City Road, Southbank. Championed initially by Melbourne based multi-disciplinary property company <a href="http://baracon.com.au/" target="_blank">Baracon</a>, project partners Leighton Properties, Qualitas and Baron Corporation joined the team prior to construction. Contexx Probuild act as head contractor for the $175 million dollar project, which saw site piling begin early 2012.

<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/4.1.jpg" rel="gallery-all" title="Image © Baracon"><img alt="" class="image-article-full-width-580px" height="366" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/4.1.jpg?itok=Oayhb_U3" title="Image © Baracon" width="580"></a>

Designed by Plus Architecture, the 41 level complex was christened Wrap due to the unique exterior feature frame that envelopes the facade. Drawing inspiration from Melbourne's Arts Centre spire and Beijing's Birds Nest Olympic Stadium, the white lattice structure was married to the tower progressively during construction to create a distinctive form, distinguishing itself from other more generic developments nearby.

A heritage warehouse fronting city road was incorporated into the tower's podium and marks the entrance to the residential development. Upon entry reflective glass floor panels and a podium void promoting a sense of light and space soon give way to one of, if not the most impressive common areas that we've viewed within any residential development.

Included within the ground floor are a cafe, bar, lounge and high end lobby. Whilst projects can be lost in marketing hyperbole when describing facilities and finishes, Wrap Southbank's communal space is genuinely a quality space. An understated elegance is perhaps the best way to describe the area which features marble, recycled brick and dark trim that combines to produce a warm, earthy space - a space where residents and visitors alike would want to go!

<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_3871.jpg" rel="gallery-all" title="Wrap Southbank's enclosed pool. "><img alt="" class="image-article-full-width-580px" height="387" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/Img_3871.jpg?itok=n5umdlrj" title="Wrap Southbank's enclosed pool. " width="580"></a>

Sauna, pool and gymnasium round out residents facilities atop the podium whilst the proceeding 31 levels host a majority of the 300 1 bedroom, 1+study, 2 bedroom and penthouse apartments. One of the premier apartments in the tower is afforded to the live-in manager however; a massive abode within the podium running the entire southern boundary of the complex.

Plus Architecture describe the interiors as "Sophisticated luxury meets contemporary living...the fixture and fittings within each apartment are unsurpassed." Apartments are well presented with extra's such as etched kitchenette splashbacks available at time of purchase, which add yet another dimension to an already impressive space. And of the buyer who at the time of combined two adjoining apartments, we should all be so lucky.

Dual penthouses are afforded massive wraparound terraces, ideal for taking in the spectacular panorama (or a game of cricket). Much like the development itself, the views are far from being crowded out and provide a unique experience on an ever expanding Southbank.

<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_3885.jpg" rel="gallery-all" title="The penthouse view"><img alt="" class="image-article-full-width-580px" height="387" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/Img_3885.jpg?itok=ocfW8o_3" title="The penthouse view" width="580"></a>

And what next for Baracon following the success of Wrap Southbank? An even grander project looms large as Baracon teams with Urban Matrix &amp; Urban Cube to deliver the spectacular 54 Clarke Street.

At 74 levels and 244 metres in height, 54 Clarke Street will be a revolutionary 288 apartment project incorporating a modular building method and a unique almost scaled facade. Launching a public sales campaign during the latter part of 2014, Baracon expect 54 Clarke Street will appear unlike any other tower on Melbourne's skyline.

Definitely one to watch for, but for those wanting more, registrations of interest can be submitted <a href="http://baracon.com.au/54-clarke-street-southbank/" target="_blank">here</a>.

In the mean time enjoy the image set below, taken during Apartments.com.au's recent visit to Wrap Southbank.
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