New Apartments The 'Height' Of Design

Market Insights
9 years ago
5 minutes

The Melbourne apartment market is ablaze with interest as homebuyers rush to snap up the one-of-a-kind designer apartments emerging in the sky-high market as developers collaborate with leading interior designers to create opulent, yet affordable, urban homes.

With developers collaborating with the likes of Hecker Guthrie, Carr Design, Elenberg Fraser and Wood/Marsh among other multi-award-winning designers, Melbourne homebuyers have never been in a better position to secure a designer luxury home for less.

Setting the bar high on their first CBD development, ICD Property’s latest project “Eq. Tower” in A’Beckett Street has excited local and international markets with its incredible interiors, seamless designer finishes and hotel-style communal facilities.

ICD Property engaged Elenberg Fraser to not only to design the building’s exterior, but also the apartment interiors as well as the 2,300sqm of communal amenity including a grand communal kitchen, dining, games room and ‘sky high’ club.

ICD Property’s development manager, Matthew Khoo said savvy purchasers in today’s market expected more from their new homes than ever before, so engaging an internationally renowned architect ensured the developer’s project would impress this increasingly savvy owner-occupier set.

“Today’s purchasers don’t just want a home, they want to live in an expression of their own personality; something that boasts style and sophistication with a designer edge."

“We wanted Eq. Tower to create a new benchmark for Melbourne so it was integral for us to work with Elenberg Fraser to ensure we could achieve this goal both inside and out."

“Our apartments will offer an unforgettable experience for residents and guests. From the timber floors to the satin-finish cabinetry, everything within the home has been specifically chosen and configured to a calibre unlike any in Melbourne; the kitchens are among the best we have ever designed."

“The results speak for themselves: we received overwhelmingly positive feedback from purchasers and set new sales benchmarks with over 98 per cent of our homes selling out in just seven short months."

“Located in the heart of Melbourne’s busy metropolis, Eq. Tower’s plans and renders show how advanced affordable apartment design has become in order to create stylish homes that Melbournians will be proud to call their own. We’re very excited to see Melbourne’s cityscape evolve to take on this new challenge,” Mr Khoo said.

But it’s not just Melbourne’s CBD where designer apartments are all the rage, Melbourne’s leafy-green suburbs of the east are also following suit.

“Aerial” apartments in Hawthorn East was designed by the incredible talent of Wood/Marsh and features a rooftop pool, private dining room, luminous dapple-green lobby and 12-seat cinema for when residents aren’t relaxing in their luxury homes.

Enticing residents from the traditional detached home market, Zoe Zhu from Aerial’s marketing agency, Melbournia Group, said savvy purchasers could not get enough of the exclusive interiors being made available to the medium and high-density market.

“The opportunity for an affordable one-of-a-kind architecturally and interiorly designed home that’s in the heart of Hawthorn East is an opportunity that doesn’t come up very often."

“When the design of each living and common area is  overseen by reputable architects like Wood/Marsh, purchasers are confident that they’re going to have a quality and stylish apartment to go home to today and for years to come."

“Aerial’s strong sales results indicate that buyers are more than ready to move on from the traditional, more established home market, we are definitely noticing a trend towards downsizers now seeking out designer low-maintenance apartments to suit their luxury lifestyle,” Ms Zhu said.

Hawthorn East’s luxury “LEO” apartment project in Hawthorn East is another development that’s made waves thanks to its high-end design collaboration with interior design masters, Hecker Guthrie.

Featuring marble bench-tops, pure wool carpets and blonde oak timber floors, LEO is just one project by developer Kokoda Property that is combining bespoke interiors with sensitive price brackets.

Drawing discerning purchasers out of the traditional established market, Kokoda Property’s sales and marketing manager Sam Tucker said LEO has succeeded in delivering an affordable luxury lifestyle for those who wouldn’t be able to achieve a similar standard in a traditional house and land package.

For more information on Eq. Tower please contact Colliers International on 1300 367 737 or visit the display suite located at 127 - 141 A’Beckett Street by appointment. Alternatively head to the website: www.eqtower.com.au

For more information on Aerial please contact Kevin from Melbournia Real Estate on 0402 852 882 or 0412 436 616 to or alternatively visit the website: www.aerial.com.au