Lowe Living sets new Victorian off-the-plan record at Brighton's Maison Savoy

Developer-builder Lowe Living has set a new Victorian off-the-plan apartment record at its Maison Savoy development in Brighton, with two penthouse sales achieving a blended rate of approximately $49,926 per square metre.

This surpassing the previous benchmark set at Como Toorak in 2025, as Maison Savoy has sold 30% of residences within the first eight weeks of launch, including two of the three penthouses.

Maison Savoy sits on the site of the former Brighton Savoy hotel on absolute beachfront land located on 150 The Esplanade Brighton, along what is colloquially termed as “Millionaires’ Row”.

The project offers a rare collection of house-sized residences with expansive total areas spanning from 295 square metres occupying a tightly held coastal position with views of Port Phillip Bay and sitting moments from the iconic Brighton Bathing Boxes, Royal Brighton Yacht Club and Middle Brighton Baths, and Church Street’s retail and dining precinct.

The sale is of such a high calibre it also represents a new penthouse record for Lowe Living, which has carved out a reputation as a leading luxury developer across Melbourne's most sought-after suburbs, with 8 projects currently in market across Melbourne.

Lowe Living recently celebrated 10 years in business having quietly grown a $1billion development and $350 million construction pipeline.

Renowned for its wellness and luxury approach to development across medium density residential and commercial projects, Lowe Living acquires superior sites in lifestyle-focused locations and manages the end-to-end delivery via its dedicated, in-house team and its fully integrated business model spanning in-house design, development, construction and sales.

The unique approach is a model which underpins the team’s care and commitment to every step in the process and its one-on-one approach with clients.  Lowe Living is one of just a handful of private developers who can offer this integrated model at scale.

The closest comparable off-the-plan sale prior to Maison Savoy’s new record was achieved at Como Toorak, 2 Bruce Street in Toorak, transacting in 2025 for a 449sqm internal residence, delivering a per square metre rate of $46,659*, according to Cotality data.

Maison Savoy has achieved significant sales success since launching to the market in April, with circa $45 million transacted to date at a blended per square metre rate of $40,703 across the project.

The luxury project is anchored by an exclusive, one-of-a-kind, residents-only private bathhouse curated by the founder of the famed Aurora Spa & Bathhouse, which has been modelled on the ritual of traditional European bathhouses and the award-winning Sorrento bathhouse.

The Maison Savoy bathhouse is set to include a hydrotherapy pool, salt room, sauna, steam room, cold plunge pool, foot activation zone and a Vichy rainfall bed, one of only a handful in Australia - creating an immersive environment designed to support recovery, relaxation and long-term wellbeing.

Alongside Aurora Spa & Bathhouse, Maison Savoy brings together an exceptional design team - Studio Kennon as architect and interior designer, and Myles Baldwin as landscape architect, to work with the developer- builder’s in-house design team.

Other exclusive amenity includes a resident’s lounge, a Technogym studio, and a dedicated concierge which takes personalised service to premium standard, think hand-delivered morning coffee service, restaurant reservations and home coordination support, dry cleaning, mailroom services and more.

“Securing two of the three penthouse sales at this stage, within eight weeks of launching to market speaks to the confidence our clients place in Lowe Living," said Lowe Living co-founder, Emma Lowe.

"They know we’ll be with them through every stage of the journey, and that assurance is something we’ve worked hard to earn and never take for granted.”

Emma said the wellness amenities drew buyers to Maison Savoy.

“Wellness-led design has become a defining factor for luxury buyers," Emma said.

"Purchasers increasingly value homes that enhance wellbeing through thoughtful design, private amenity, privacy and liveability.

“Maison Savoy was conceived as a genuine alternative to a prestige Brighton home, combining house-scale proportions with the convenience, security and lock-up-and-leave appeal of apartment living.”

Cotality data shows Brighton remains one of Melbourne’s most tightly held prestige suburbs, with an average ownership tenure of 15.3 years for houses and 12.3 years for units, and more than 73% of homes owner-occupied*.

While broader Melbourne sentiment has softened amid post-budget uncertainty, Brighton continues to demonstrate depth, recording 275 house sales and 251-unit sales over the 12 months to February 2026**.

Maison Savoy’s early sales success, including the record-breaking penthouse sales, points to continued demand for rare, house-scale, secure, lock-up-and-leave residences in blue-chip beachfront locations.

Lowe Living co-founder Tim Lowe said the project’s sales success underpinned the market resilience of the upper end of the market and suggested that ‘house-scaled’ residential living was fast gaining appeal as an alternative to traditional homes for the ultra-high-net worth market.

“The Melbourne market has definitely been tested in recent years, with interest rates and global economic factors all creating a period of uncertainty across the real estate sector," Tim said.

"The sales success at Maison Savoy however demonstrates that confidence remains exceptionally strong at the top end of the market.

“The prestige market is being driven by long-term lifestyle decisions rather than short-term market sentiment, which continues to create a level of certainty that befits an absolute beachfront property in a blue-chip location like Brighton.

“Brighton’s fundamentals remain among the strongest in Melbourne, with limited new supply, enduring demand from an overwhelmingly local owner-occupier market, and a rare combination of beachfront amenity and proximity to the CBD."

Tim said the sales success can be attributed to Lowe Living understanding the current local buyer market.

“This sales result is a reflection of quality and understanding the local market," Tim said.

"It’s incredibly rare to transact the penthouses so early in a sales campaign in any project so to have sold two of the three penthouses at Maison Savoy so soon after launch, all in-house without any external sales agency appointed, is reflective of our careful consideration of our buyers’ needs and lifestyle.

“This is knowledge that is accumulated not just from data and demographic analysis, but via a deeply embedded understanding of how this type of buyer wants to life and feel in their home. 

"We pride ourselves on getting to know our clients personally, and over the last 10 years we have been able to refine our product offering by talking one-on-one with our clients about their design and floorplan preferences.

“Being a fully integrated developer-builder with an in-house design and sales team allows us to lead every part of the process and ensure the highest quality of product and service at every touchpoint.

"It’s a really important part of our DNA and the recent sales success at Maison Savoy indicates that our clients and purchasers are resonating with this point of difference.”

Tim said the demand for well-designed residences in prime locations, like Brighton is in strong demand.

“It reinforces that demand remains strong for thoughtfully designed residences that offer rarity, lifestyle and long-term value in tightly held locations, which ultimately validates Maison Savoy’s positioning as creating a new benchmark for house-scale, wellness-led apartment living on Brighton’s beachfront.”

Just one penthouse remains alongside a limited number of two and three bedroom residences.

Purchasers are expected to move in by early 2028.

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