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

Zaha Hadid Architects

<html><body>
As construction progresses on its initial two Melbourne developments, UEM Sunrise is launching its third local project which shapes as a very definitive presence in Melbourne's high-end apartment market.

Mayfair will account for an existing commercial complex at 412 St Kilda Road. In its place, a $330 million Zaha Hadid Architects-inspired residential tower will rise with only 158 apartments included.

With the St Kilda Road precinct already heavy with apartment projects in development, UEM Sunrise have sought to place Mayfair at the pointy end of the pack. Mayfair's features will include private lift lobbies, a 24-hour concierge service and the opportunity to include custom-designed signature Zaha Hadid pieces within the apartments.

UEM Sunrise have sought to reinterpret the concept of ‘luxury’ from the idea of "ornamental embellishments, the adornment of space and the display of wealth and ostentation."

With Mayfair, UEM Sunrise has chosen to highlight the "unique experiences, personalisation and a sense of place. Mayfair exudes that next level of elegance, appealing to discerning buyers who wish to be a part of a living, breathing piece of Zaha Hadid art.”

<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/image9myf.jpg" rel="gallery-all" title="Mayfair's lobby space"><img alt="" class="image-article-full-width-580px" height="351" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image9myf.jpg?itok=5nWAEK-7" title="Mayfair's lobby space" width="580"></a>

<figcaption>Mayfair by Zaha Hadid adorns the lobby space</figcaption></figure><h2>What they say</h2>

<blockquote>
We wanted to create a landmark that is equally innovative and spectacular to its predecessors, if not more. We are extremely excited to launch Mayfair with internationally acclaimed Zaha Hadid Architects and Australian-based architecture practice, Elenberg Fraser.

The world’s most liveable city remains a key focus for UEM Sunrise, and Mayfair will add a legacy building to both St Kilda Road and Melbourne’s skyline that is unmatched by others, reinforcing our longstanding commitment to delivering sterling living spaces that resonate with Melbourne’s stature as a truly international city.
<cite>Anwar Syahrin Abdul Ajib: UEM Sunrise Managing Director/Chief Executive Officer</cite>
</blockquote>

<blockquote>
The location on St Kilda Road is another drawcard for buyers looking to make the move from established inner-city suburbs. Buyers looking for a complete lifestyle change for their encore years want nothing but the best – they want to walk to the theatre precinct, pop into the city for work or go shopping, and spend their leisure time at the nearby gardens and golf courses.

The breath-taking panoramic views of the Royal Botanic Gardens, Shrine of Remembrance, Albert Park and Port Phillip Bay remind them that they are not just in the heart of the action, but that they own a piece of Melbourne’s prime real estate.
<cite>Peter Kudelka: Director at Kay &amp; Burton</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/image191_0.jpg" rel="gallery-all" title="Mayfair's luxury rooftop "><img alt="" class="image-article-full-width-580px" height="313" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image191_0.jpg?itok=x2X1WkNd" title="Mayfair's luxury rooftop " width="580"></a>

<figcaption>Mayfair's luxury rooftop</figcaption></figure>With the St Kilda Road precinct already heavy with premium apartment projects, Mayfair has been billed as offering "a new lifestyle previously unseen in the city’s ever-growing residential landscape, featuring bespoke residences and penthouses."

The 158 apartments range between one and five bedrooms, and from 70 square metres to 556 square metres for penthouses dubbed the Zaha Signature Suites. Pricing is reflective of the project's intended stature, starting from $823,000 and moving on up to $13.1 million for the very <a href="/new-apartments/the-mayfair-412-st-kilda-road-melbourne">best dwelling within Mayfair</a>.

Construction is due to begin during the first half of 2018, placing the project in the midst of a luxury-driven mini development boom which is occurring along St Kilda Road and Queens Road.

Developments such as Opera, K1 Residences, Victoriana and Albert Place Residences have all placed themselves at the luxury end of the market in the precinct.
</body></html>

silvermb

UEM Sunrise adds Mayfair to the ultra-luxury apartment circle

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Melbourne is in for another dose of Zaha Hadid Architects.

After the renowned London-based design practice achieved approval for their <a href="/buildings/582-606-collins-street-melbourne">first Melbourne project</a> earlier in the year, developer UEM Sunrise has chosen the firm to spearhead their pending residential redevelopment of the former Victoria Police building at 412 St Kilda Road. The Mayfair as it has been dubbed, will be positioned as one of Melbourne's premier residential addresses.

City of Port Phillip gave approval for the building's rejuvenation earlier this year, although UEM Sunrise in the interim instigated an international design competition in order to attain a "higher standard of design excellence" for their third Melbourne project.

Elenberg Fraser will act as the project's local executive architect.

<h2>412 St Kilda Road application summary</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/image175_0.jpg" rel="gallery-all" title="Artist's impression of The Mayfair. Planning image: ZHA"><img alt="" class="image-article-full-width-580px" height="400" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image175_0.jpg?itok=MYHpWu_h" title="Artist's impression of The Mayfair. Planning image: ZHA" width="580"></a>

<figcaption>Artist's impression of The Mayfair. Planning image: ZHA</figcaption></figure><ul>
<li>Site area: 1,567sqm</li>
	<li>Onsite building completed in 1984</li>
	<li>21 levels above ground at 64 metres tall</li>
	<li>Scheme approved during early 2016 included 182 apartments</li>
	<li>Zaha Hadid Architects design involves158 apartments: 28 x 1BR, 102 x 2BR, 28 x 3BR</li>
	<li>209 car parking spaces and 101 bicycle bays within a nine level basement</li>
	<li>One 62 seat restaurant and one 136sqm cafe</li>
	<li>Ground floor library and lounge plus rooftop amenities area</li>
</ul>
<blockquote>
This application seeks amend that permit to enable removal of the existing building and thereafter, the construction of a new multi-storey residential building in place of and no higher than the existing building. It represents a change in philosophy and approach to the site’s redevelopment; one which seeks to elevate standard of new development from high quality to exemplar.

Ultimately, this proposal represents a further evolution of the existing approval, into a development that will deliver a level of design excellence worthy of its location on Melbourne’s premier Boulevard.
<cite>Zaha Hadid Architects</cite>
</blockquote>

Externally, The Mayfair takes its design cues in the form of crashing waves and the Lorenz attractor; a mathematical system that when plotted resembles a figure eight or butterfly. Flowing lines aside, open balconies replace enclosed wintergardens under the previously approved scheme. The newly submitted proposal is a demolish and build, as opposed to a refit of the existing structure.

Double glazed window systems will sit between each floor, while metal cladding providing the exterior with its shapely appearance.

<h2>What they say</h2>

<blockquote>
The world’s most liveable city remains a key focus for UEM Sunrise. 412 St Kilda Rd reinforces our longstanding commitment to delivering living spaces that resonate with the rich Melbourne culture, following the successful sales of our first two projects in Melbourne – Aurora Melbourne Central and Conservatory.

As with all our projects, we are crafting a luxury apartment offering that will appeal to the most discerning buyer.
<cite>Anwar Syahrin Abdul Ajib, Managing Director / Chief Executive Officer, UEM Sunrise</cite>
</blockquote>

<blockquote>
Engaging Zaha Hadid Architects and Elenberg Fraser for the design of 412 St Kilda Rd will add a legacy building to both St Kilda Road and Melbourne’s skyline that is unmatched by other developments.

412 St Kilda Rd will not only have a unique exterior along one of Melbourne’s grandest boulevards, but will contribute to the activation of St Kilda Road and Bowen Crescent through the creation of a new café and restaurant with direct access from the street level. Furthermore, the development’s location provides direct access to Domain Interchange and the forthcoming Domain station of Melbourne Metro Rail, transporting residents into the CBD and Melbourne’s south.
<cite>Raymond Cheah, Chief Operating Officer (Commercial), UEM Sunrise</cite>
</blockquote>

<blockquote>
We’re extremely thrilled to be working on our first project with City of Port Philip Council. The architectural quality of 412 St Kilda Rd will help to solidify St Kilda Road’s identity as one of Melbourne’s grandest boulevards, increasing the prestige of the address and the surrounding neighbourhood with a sophisticated development.
<cite>Patrik Schumacher, Director, Zaha Hadid Architects</cite>
</blockquote>

<blockquote>
Located on Melbourne’s premier boulevard, 412 St Kilda Rd brings together two internationally renowned architects, Zaha Hadid Architects and Elenberg Fraser, to create a transformative living experience.

Art and design combine to create luxurious spaces, both within the building and surrounding it. UEM Sunrise’s commitment to art and design will deliver a truly unique outcome that will enrich the urban realm.
<cite>Callum Fraser, Elenberg Fraser</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/image172_1.jpg" rel="gallery-all" title="The Mayfair at ground level. Planning image: ZHA"><img alt="" class="image-article-full-width-580px" height="388" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image172_1.jpg?itok=08Xy8psI" title="The Mayfair at ground level. Planning image: ZHA" width="580"></a>

<figcaption>The Mayfair at ground level. Planning image: ZHA</figcaption></figure>Last month tenders for the construction of a dispay suite onsite for The Mayfair closed, signifying UEM Sunrise's ambitions in pushing through with the project as soon as practically possible.

To date, Zaha Hadid Architects' sole approved Melbourne project is 582-606 Collins Street. The $300 million tower for developer Landream sees 420 dwellings and 10,000sqm of office/retail space spread over 54 levels; no word has emerged as to when the Collins Street project will become reality.

Seen below right is another recent Zaha Hadid Architects design for 254-260 La Trobe Street, with Landream also behind the project. The stunning design though seems to be little more than an unrealised 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/image178_0.jpg" rel="gallery-all" title="The firm's previous Melbourne works. Images: ZHA"><img alt="" class="image-article-full-width-580px" height="361" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image178_0.jpg?itok=-j0g-Zrj" title="The firm's previous Melbourne works. Images: ZHA" width="580"></a>

<figcaption>The firm's previous Melbourne works. Images: ZHA</figcaption></figure><h2>412 St Kilda Road development team</h2>

<ul>
<li>Developer: UEM Sunrise</li>
	<li>Design Architect: Zaha Hadid Architects</li>
	<li>Local Architect: Elenberg Fraser</li>
	<li>Town Planner: SJB</li>
	<li>Structural and Civil: Webber Design</li>
	<li>Building Services: Murchie Consulting</li>
	<li>Façade Engineer: BG&amp;E</li>
	<li>Wind Engineer: MEL Consultants</li>
	<li>Traffic: Traffix</li>
	<li>Acoustic: Vipac</li>
	<li>Waste Management: Leigh Design</li>
	<li>Quantity Surveyor: WT Partnership</li>
	<li>Building surveyor: PLP</li>
	<li>Fire Engineer: Umow Lai</li>
	<li>Land Surveyor: Bosco Jonson</li>
	<li>Lighting: NDY</li>
	<li>Geotech: Golders</li>
	<li>ESD: Inhabit</li>
</ul>
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Zaha Hadid Architects land on St Kilda Road

<html><body>
It's the stuff of roosters and feather dusters over the course of the last week. While the western end of Melbourne's CBD will be graced by a building unlike any other in Melbourne, Spring Street is set to receive a tower at the opposite end of the design scale.

As has been widely reported a new $300 million tower designed by international architecture firm Zaha Hadid Architects has been given final approval by the Victorian Government. Expected within developer Landream's 54 level tower, which weighs in at 176 metres, are 420 dwellings and in excess of 10,000sqm of office and retail space.

Designed in conjunction with Plus Architecture, the base of the tower at 582-606 Collins Street will also include ground floor art space, a public plaza to Collins Street and a new pedestrian link and a publicly accessible terrace.

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/image49_3.jpg" rel="gallery-all" title="582-606 Collins Street. Image: Zaha Hadid Architects"><img alt="" class="image-article-full-width-580px" height="340" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image49_3.jpg?itok=yoJhIJix" title="582-606 Collins Street. Image: Zaha Hadid Architects" width="580"></a>

<figcaption>582-606 Collins Street. Image: Zaha Hadid Architects</figcaption></figure><blockquote>
This stand-out design will enhance the city’s skyline, deliver jobs during construction and additional housing for people wanting to live in the CBD.

The late Zaha Hadid has been described as an a starchitect, Melbourne will now have a piece of her artistic flare and I look forward to seeing it come together and provide new public space in the city.
<cite>Jill Hennessy, Acting Minister for Planning</cite>
</blockquote>

<blockquote>
Working in close collaboration with Zaha Hadid Architects, Plus Architecture is deeply privileged to be a part of the team bringing Dame Zaha Hadid’s inspiring design to the Melbourne skyline with the project set to be a monumental part of our city’s urban fabric and architectural narrative.
<cite>Jess Liew, Director, Plus Architecture (local architects on record)</cite>
</blockquote>

To 85 Spring Street now where revised images of Grocon's intended apartment development have appeared over online sales portals.

After much wrangling between the development team and the State planning department, a <a href="http://architectureau.com/articles/grocons-denton-corker-marshall-designed-tower-approved/">revised scheme of considerable design merit won approval during 2015</a> . Fast forward and gone is Denton Corker Marshall's design of note, replaced with a pared-down 39 level edifice.

The current version, seen below right, loses much of its architectural expression and appears externally to be little more than a generic design that smacks of value management.

Unfortunately, it also happens to be in a premier CBD location.

<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/image45_3.jpg" rel="gallery-all" title="85 Spring Street, old and new. Images: ArchitectureAU &amp; realestate.com.au"><img alt="" class="image-article-full-width-580px" height="373" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image45_3.jpg?itok=DbiJSh_0" title="85 Spring Street, old and new. Images: ArchitectureAU &amp; realestate.com.au" width="580"></a>

<figcaption>85 Spring Street, old and new. Images: ArchitectureAU &amp; realestate.com.au</figcaption></figure>And finally to a design spotted on Apartments.com.au's forum this week of a concept as seen below for Landream by Zaha Hadid Architects once more.

Apartments.com.au covered the story one year ago regarding Landream approaching CASA to initiate discussion on a <a href="/news/260-la-trobe-shapes-as-melbournes-next-big-tower">possible tower for 254-260 La Trobe Street</a>. The tower which was tall enough to challenge the PANS-OPS ceiling would have been of a similar height to the adjoining Aurora Melbourne Central that is now under construction.

The spectacular design that would now not adhere to the interim and soon permanent planning controls, may well be consigned to the history books.

Nonetheless a truly impressive design.

<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/image42zh.jpg" rel="gallery-all" title="Zaha Hadid Architects' take on 260 La Trobe Street."><img alt="" class="image-article-full-width-580px" height="538" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image42zh.jpg?itok=Y_CaZ0Ar" title="Zaha Hadid Architects' take on 260 La Trobe Street." width="580"></a>

<figcaption>Zaha Hadid Architects' take on 260 La Trobe Street.</figcaption></figure>
</body></html>

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