Sydney apartment launched with its own car elevator
06th June, 2018
For some car enthusiasts, keeping their pride and joy locked away in a garage makes no sense. Why have this perfect piece of machinery if you can’t admire it, even when it’s off the road?
Here is the perfect solution – a new development in Sydney’s Pyrmont has the option of a car lift so you can bring your luxury wheels right into your domain.
The Paragon of Pyrmont development is described as ‘never-before-seen luxury in the heart of Sydney’. It features a selection of 1 and 3 bedroom apartments and exclusive 3, 4 and 5 bedroom townhouses. The jewel in the crown is the Treasury, a mammoth four-bedroom, six-bathroom townhouse.
It’s in this property that a lift to take the car from the garage into a first-floor room is an optional extra in the development.
Coined the ‘Maserati bat cave’, it has gained a huge amount of attention from car lovers worldwide, according to Thirdi Group’s Luke Berry.
“From a concept point of view it’s captured people’s imagination,” he told Robb Report Australia.
The garages are equipped with smart home automation systems which will recognise when the resident’s car is approaching and open the door and turn on the lights automatically.
In the five-level townhouses there are Italian marble mosaics in the bathrooms, Gaggenau appliances in the kitchen and Rogerseller-style ‘touch activated’ cabinetry.
The private rooftop terrace will provide a sanctuary not often seen in the heart of the city and the gas BBQ and fridge will ensure it’s an entertainer’s delight.
Despite all the opulence, it’s that car lift and ‘bat cave’ that has garnered the most attention. “It will be the first of its kind for this style of car lift,” Berry says.
And if you’re not sure your car is up to scratch for day/night admiration, there is an option to buy a Maserati Quattroporte with the Treasury and car lift option.
The Treasury residence is officially ‘price on application’, however Berry says including the car lift and Maserati, it will be around the $6m mark.
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Old meets new: Future proofing with a heritage twist at The Gentry
01st September, 2017
Step inside the heritage façade of The Gentry, an assemblage of brick, sandblasted glazing and stainless steel, and it will feel, all at once, like a mid-century, modern-day masterpiece.
It’s 6.30pm on a Friday evening and you’re running late home from work. Friends are coming over at 7pm so to help prepare the space for their arrival, you tap the app on your phone to draw open the blinds, turn on the lights and some music, and adjust the thermostat to 20°C.
This is the sort of innovated brilliance that will enhance the way residents of The Gentry, a Thirdi Group development in Alexandria, go about their daily lives. Thirdi Group’s director of sales and marketing, Luke Berry, says advancements in home technology helped influence the design of the project, which is in line with today’s push toward more personalised interiors.
“On the tech front, our approach to home automation is based on a Google Android system and the AI [Artificial Intelligence] is Cloud-based so it stores the artificial intelligence of you as the home owner in the Cloud,” says Berry.
“The technology will raise the blinds in summer, turn the air conditioning on or start warming the space so that by the time you pull into your garage you are not pulling into a dark and cold space.”
Berry says while The Gentry’s home automation itself is not yet equipped to whip up a large feast on its own, it might soon be able to turn coffee machines on and pour the perfect piccolo. Berry says he is working with home automation providers toward further enhancing the app’s capabilities to anticipate the needs of the homeowner.
Berry likens the technology to J.A.R.V.I.S. (Just a Rather Very Intelligent System), the computerised AI developed to manage everything in comic book superhero Ironman’s life.
Residents of The Gentry will be able to to control lighting, security, wireless entertainment and climate at the tap of an app.
“The challenge I’ve set my team is to be able to program the coffee machine to make yourself a coffee to time with when you get out of bed or arrive home from work. We are working towards that and we are not too far away from achieving it,” he says.
“Technology has revamped how The Gentry was designed and Thirdi is passionate about pushing for more innovative interfaces that make an incredible impact on the way we live.”
Berry says in addition to being able to control lighting, security, wireless entertainment and climate control at the tap of an app, residents of The Gentry will benefit from the installation of a Tesla Powerwall.
“The home will have the latest generation energy technology in order to learn the habits of the home user,” he explains. “It will be able to research the weather and, if a hot day is predicted, it will store the energy in the battery and turn the air-conditioning on using off-peak power to cool the home before you get home.”
But while delivering the latest in home automation and energy technology, The Gentry is maintaining its ties to the past via its heritage façade – something that Berry is proud of.
Architectural firm SJB were hired to design the contemporary conversion of the exterior, and Lawless & Meyerson for the interiors.
SJB celebrated the building’s light industrial history by preserving the exterior façade. While on the inside, Lawless & Meyerson have designed industrial style kitchens with integrated appliance packages, stone benchtops, stainless steel splashbacks and large format concrete tiles also play on its heritage past.
“I will be able to drive past The Gentry in 10 years and those heritage elements will still be there,” Berry predicts. “To be able to seamlessly mesh old and new and to build a beautiful home that will last the ages is a fantastic achievement.”
The garage for each residence includes room for bikes and an extensive wine cellar.
SJB associate and architect Sevda Cetin agrees, and adds while embracing technology is key to future-proofing a building with a heritage past, there’s also an eagerness to make such a space greener.
“There’s definitely a current movement toward making our urban spaces a lot greener. It’s been proven that it gives people a quality of life, which is definitely looking toward the future,” Cetin says.
“A lot of the architectural implications are quite subtle. We used sandblasted glazing extensively throughout the project, which is undulating in form and allows us to achieve texture. The sandblasted treatment allows for privacy, while still allowing light to come into the interiors.”
Cetin says the company has also used grass-reinforced concrete [GRC] planters; a great technological improvement as they negate the need for waterproofing, which makes landscaping more financially attractive.
She also believes having everything at the touch of a button is very attractive to potential buyers.
“We embrace technology, but not at the detriment of the architecture. Everything that has been done to The Gentry enhances the liveability. We are so technologically bound to our iPads and iPhones that to have that integrated into your home is definitely a plus for any buyer.”
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Alexandria: The suburb in transition on the inner-city fringe
A quick scroll through the Bake Bar’s coolly curated Instagram feed is all the proof required that Alexandria is a neighbourhood in transition.
“Alexandria has changed a lot since we opened here three-and-a-half years ago,” says co-owner Rafi Aruch.
“Opening up a giant commercial kitchen and a cafe in Alexandria was a no-brainer. We wanted to increase production, and from a logistics point of view it has been fantastic because of its central location,” says Aruch, who also has Bake Bar Bakery outlets in Randwick and Double Bay.
The Bake Bar Bakery is one of the many cafes and restaurants to open in the Alexandria area in the last five years. Photo: Bake Bar
“The demographic in Alexandria has changed a lot. It’s got added appeal because of the fact so many people have moved here to work and study,” he adds.
“The people who now call Alexandria home love the location and they are always out and about looking for places to eat and drink and hang out and that has changed the face of the suburb.”
Cool cultural hub
Like many of the formerly scruffy, post-industrial areas of Sydney, the inner-south was always going to be “a prime target” for redevelopment because of its location and range of local amenities. That’s according to Domain’s chief economist Dr Andrew Wilson, who predicts the suburb will continue to prove popular thanks to its location near to transport, good schools, parks, universities and other infrastructure.
A leafy street in Alexandria. Photo: City of Sydney
“Alexandria is obviously primed for higher density living due to its proximity to the CBD and education precinct. It’s the first cab off the rank in terms of that spread downward from Redfern and Marrickville and it will continue to grow because of our never-ending quench for property close to the CBD,” Wilson says.
“When we look at this suburb, the market has been the most consistent since rates started falling in 2011. Affordability was the first driver for the demand for higher-density dwellings. That suburban dream of the white-picket fence becomes less desirable when it remains so expensive.”
A fringe festival
Wilson says suburbs on the fringe of Sydney’s CBD are viewed as desirable places to live as they transform into walkable communities dotted with galleries, quirky design spaces for creatives and cult cafes.
Mecca Cafe in Alexandria. Photo: Ben Rushton
It’s that village vibe that also inspired Alan Thompson to open Barista + Cook on the fringes of Alexandria. This dedicated brew bar is where you will find everyone from cashed-up cool kids to commuters sipping on cold-drip brews by day and enjoying craft beers and burgers on Friday nights.
“In the year that I’ve lived and worked in this area, I’ve seen Alexandria soften. There’s more greenery and there are people walking around and it feels more complete,” says Thompson, a former international DJ.
“There are apartments above us and throughout the day the clientele changes from tradies and commuters to friends, mums with bubs and people conducting business. We are a destination cafe but we are also very representative of the local demographic.”
Architects from SJB will convert the heritage warehouses with sawtooth façades into The Gentry – a luxury collection of terraces. Photo: Thirdi Group
The Gentry-fication of Alexandria
While Alexandria’s bars, restaurants, cafes and boutiques are a big part of the suburb’s altered landscape, dramatic changes are also being seen as boutique developments, such as 37-townhouse project The Gentry, bring homes to the suburb that embrace its industrial charm.
Thirdi Property Group’s director of sales and marketing Luke Berry says the gentrification of Alexandria will be complete with The Gentry in William St. He describes the old building as a beloved neighbourhood landmark, which has had several tenancies – from a warehouse where ballet shoes were made, to a mechanic who specialised in restoring vintage cars.
“When we looked at this location we knew we could add to the gentrification of the suburb in a positive way,” says Berry.
Each of the townhouses at the Gentry will have their own private rooftop garden with an outdoor barbecue and theatre. Photo: Thirdi Group
“Alexandria is moving away from that industrial nothingness wasteland into an area where there is an eclectic mix of mixed use developments, cafes, and retail all spread out across the suburb.”
Thirdi has engaged the architects at SJB to convert the heritage warehouses with sawtooth facades into a luxury collection of terraces, each with their own private rooftop garden with an outdoor barbecue and theatre.
“We are nodding to the gentrification of the suburb in a positive way,” Berry explains. “It’s about taking it from old to new. When we looked at this building and its heritage and saw its raw beauty it was like looking at a blank canvas.
“People who are buying into these areas don’t want to be part of a master-planned community with no soul. They want character and history. The 37 Torrens-titled townhouses are located on a 3300-square-metre plot in Alexandria that embraces the area’s light industrial history.”
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The third housing type that everyone’s talking about
Owning a townhouse has become the new Aussie dream. That’s according to social demographer Mark McCrindle, of McCrindle Research, who says rising property prices have forced many first-home buyers to adjust their expectations of buying that home with a white picket fence on a quarter-acre block.
“The townhouse option is meeting the needs of Australians not only in the suburbs of our large capitals, but across our cities in regional areas,” says McCrindle.
“Townhouses are becoming more and more popular because architects are replicating the life of a detached home into a more efficient space. People still get to have their barbecues and enjoy a bit of greenery and garden area and some townhouses even have that white picket fence, too.” McCrindle says the demographic analysis of Census data shows there has been a huge increase in townhouse living which – like apartments – appeals to two ends of the age spectrum: downsizing baby boomers and young couples and families. He says the architectural design of today’s terraces and townhouses also means they have modular flexibility to accommodate the different life stages of modern householders.
The Gentry in Alexandria will feature 37 townhouses within a heritage-listed warehouse conversion. Photo: Thirdi Group
“The build quality of today’s townhouses makes them very appealing to everyone from young families to downsizers who all want to be closer to the action,” he explains.
“Whereas previous generations were about owning and accumulating and having lots of storage and a garage filled with ‘stuff’, life today is about the journey and experiences and the townhouse helps facilitate that goal because it means you are buying into a better location than you could otherwise afford.” McCrindle’s research found that townhouse living has increased by one-third since 2011, as 12.7 per cent of Australians now call a townhouse home. He points out that townhouses are most often built in inner-ring suburbs.
“If you look at where townhouse construction is taking place, it’s in suburbs like Alexandria. The location is positive as it’s closer to the employment hubs and transport connections in what we call ‘walkable communities’. The location of these communities is unbeatable,” McCrindle says.
Townhouses with paved courtyards, like this one in Stanmore, are an attractive option for those looking for a low-maintenance outdoor area.
“I’m not talking about the kind of terraces and townhouses of old. I’m talking about townhouses that have paved courtyards, plunge pools, extended verandas, open living areas and rooftop gardens.”
George Redmond, 32, and partner David Belcher, 32, spent two years searching for a detached dwelling in the eastern suburbs before they revised their hopes of buying a detached home and settled on a townhouse. Redmond, co-owner of public relations agency, Wasamedia, and Belcher, a senior manager at Hays Recruitment, says while they were willing to compromise on the size of their first home, they had fixed ideas about its location and aspect.
“When we started looking at townhouses we realised how much we liked them. Our criteria was simple: we wanted to remain in the eastern suburbs, have an open-plan layout and a backyard with a north-facing aspect,” Redmond says.
Contemporary townhouses, like The Gentry in Alexandria, tend to be open plan. Photo: Thirdi Group
“When we found a townhouse in Queen’s Park we fell in love with it. It’s an old terrace that has been newly renovated and the layout works really well. As it turns out, a townhouse is perfect for our lifestyle. My partner and I both grew up in big houses – he’s from London, I’m from New Zealand – but the weather is so good in Sydney that we are always outside. Centennial Park is our front yard and we go to Bronte Beach all the time and the proximity to the beaches, CBD and parks is a big drawcard.” The couple, who have a one-year-old daughter, Evie, agree one of the benefits of buying a smaller townhouse or terrace is they could afford to spend more on quality furniture and fittings. Redmond says another upside is the reduced maintenance, allowing for more quality family time.
“We chose a terrace over an apartment because we feel like we have our own bit of land. Buying a terrace means we have the benefit of living in a desirable location with all the benefits of freestanding house but without the huge expense,” she says.
SJB associate and architect Sevda Cetin agrees that the look and feel of townhouses in 2017 has broadened their appeal to an increasing number of buyers. The award-winning architectural firm is behind The Gentry, a new development in Alexandria that has transformed heritage-listed warehouses into 37 luxe townhouses. Cetin says The Gentry is a nod to the gentrification of the suburb and will cater to a growing demand for larger, more luxurious townhouses.
George Redmond bought a townhouse with her partner in Queen’s Park.
“Townhouses are very current and very appealing to those who are looking to live within the city in a dwelling that has a very private feel,” says Cetin.
“The buyers of these contemporary townhouses will know they are getting value. There is an ever-increasing number of buyers who want something that is architecturally significant and will enhance their lifestyle.”
To the casual passer-by, Cetin says the changes to the beautiful William St development with the bowed facade will be subtle. But the growing appetite for larger and more luxurious private dwellings means SJB’s adaptive reuse of the building will see it fitted out with high-end amenities that celebrate today’s townhouse aesthetic.
“Today’s townhouse is always about the openness of plan. The SJB philosophy is that it has to appeal to the street and to the internal courtyard that is at the rear of each dwelling,” she says.
“The current warehouses once housed a factory making ballerina shoes. It’s a heritage warehouse building and so we will be maintaining the facade and building behind that existing exterior.”
Cetin believes buyers’ growing interest in townhouses is due to the fact they provide a degree of privacy not available in an apartment. She also attributes the rise in demand to more families appreciating proximity to the CBD and the sense of community that comes with high-density living.
“It used to be couples that were drawn to the inner-urban suburbs, but now it’s growing families who want to buy into an area but cannot afford a freestanding home,” she says.
“The benefits of buying a spacious townhouse in a great location with its own private courtyard is that as well as being part of a growing hub, there is a feeling of cosiness when you close the door.”
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Titles matter in gentrified Alexandria
The Gentry, Alexandria, THIRDi Group’s latest residential heritage conversion in the heart of Sydney’s City South is a property of a lifetime offering unique Torrens Titled terraces set to be released this August. It’s set to raise the standard for luxury living, offering both owner-occupiers and astute investors an elite terrace home that will stand the test of time.
The Gentry has completely challenged the Status Quo of the current development landscape – delivering a project with character and soul, celebrating its heritage past and combining this with the latest in design and high-tech living.
The Gentry seamlessly blends the rich history of Alexandria’s industrial past with indulgent details and thoughtful architectural design by the award-winning team at SJB Architects.
SJB’s careful design decisions make the most of natural light throughout, inviting residents and visitors to take in views of the surrounding streetscape and city skyline. This ambient lighting creates a serene, open area that flows seamlessly into the welcoming living space and large outdoor courtyard.
Inside, the stairs, hallway and master bedroom all feature European Oak floors, complemented by the large format concrete styled and porcelain tiles elsewhere. The master bedroom takes over a whole level and includes clever details such as expansive wardrobes with a desk space that can be concealed when not in use.
Kitchens feature extraordinary attention to detail. With integrated Miele appliances, porcelain bench tops, stainless steel splash backs and soft-close drawers, it’s a space truly designed with entertaining family and friends in mind. Joinery features a level of detail uncommon in other developments and residents can choose from two colour schemes to find the palette that most relaxes the senses.
The bathroom is an oasis that combines a minimalist approach with a focus on luxury design details. A private retreat made for unwinding and refreshing, beautiful porcelain tiled floors, timber vanities, open shelving and generously oversized mirrors enhance the space while creating an uncluttered look. Premium fixtures and quality finishes include a freestanding bath, dual shower and dual basin.
Rooftop spaces at The Gentry are unlike anything currently available within the inner city. Because these homes are Torrens Titled, each terrace comes complete with its own rooftop private cinema, luxury spa and a built-in kitchenette with barbeque. This stunning space is the ultimate retreat where you can unwind, entertain and take in the expansive city or district views.
All terraces also include an oversized lock-up garage with room for one vehicle, two bicycles and an extensive wine cellar. Not that you’ll need the car, The Gentry’s enviable location at the very edge of Sydney’s vibrant city centre means everything is on your doorstep.
When it comes to transport connections, The Gentry residents are spoiled for choice. Green Square and a 7-minute walk to the station as well as direct bus routes mean fast, regular access into the CBD, while the Airport Link means domestic and international terminals are less than 15 minutes away by train.
Alexandria is home to some of Sydney’s best-kept culinary secrets. Up-and-coming cafés are now a fixture, while modern pubs and restaurants to suit every style and budget are all within easy reach, including The Grounds of Alexandria, Saporium, Danks Street Produce Merchants, Three Blue Ducks and Bourke St Bakery. There’s also an eclectic mix of specialty design stores, with Peters of Kensington, Domayne, the Carriageworks arts hub, Eveleigh Farmers’ Market and Redfern Night Markets within easy reach.
This close to the CBD, new Alexandria residents will find calm green spaces where the community gathers to work out, wander or simply relax, including Alexandria Park and the 40-hectare Sydney Park.
Brand Partners for the development include SJB, Lawless Myerson, Miele, SMEG, Coco Republic, TESLA, Marc & Phillip and Archie Rose (just to name a few) all working together to deliver the ultimate purchaser experience well after settlement of the properties in 2018.
TESLA will provide twenty-first century energy storage technology to each terrace, while Google Home automation delivering the latest in voice activated features – for instance, the developer is currently in talks with a number of Australia’s leading coffee producers to install voice activated coffee machines – It’s this sort of #innovativebrilliance that Thirdi Group is renowned for.
The Gentry’s size, design features and architectural attention to detail represent an opportunity unlikely to be repeated in Alexandria. Through its unique layout, luxury inclusions and respect for classic design principles, the development brings the suburb’s past into contact with its thriving present to create one of the best residential developments anywhere in Sydney.
The Gentry will launch on August 17. Construction will commence this October 2017 with completion expected at the end of December 2018.
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How developers are using cafes in display suites to attract apartment buyers
If you’re thinking about buying an off-the-plan apartment, one of the ways to visualise what it will look like is to visit the display suite. While previously display suites were little more than a demountable with a couple of placards, these days much more thought goes into making them a sensory experience for potential purchasers.
While unusual, there are instances of people visiting a display suite and buying on the spot. That’s what happened with property development company Thirdi Group at one of its Sydney-based projects – something they’re attributing in part to their innovative display suite experience.
Thirdi’s marketing and sales director Luke Berry cites a couple that visited its development 88onRegent display suite in Redfern without even realising it was a display suite due to its innovative inclusion of a fully functioning cafe.
Jonathan Richards (right), pictured with Kirsten Stanisich of SJB, says it is worthwhile for developers to build a display suite to help showcase their end product. Photo: SJB Interiors
“They came in just to have breakfast at the 88onRegent Pop Up cafe we installed as part of the suite,” he says. “But they had a look around and fell in love with it. They signed an expression of interest and a couple of hours later they called back and said they wanted to buy it.”
Berry says the cafe addition to their 88onRedfern suite was born from a desire to make buyers feel more comfortable and relaxed while visiting, and removing the dry, sales atmosphere traditionally associated with display suites.
While buying on the spot is unusual, it underpins the role display suites play in influencing sales.
Buyers at the launch of Barangaroo apartments in 2013. Photo: Jacky Ghossein
“Some developments sell just using CGIs (computer generated images),” says Jonathan Richards, director of interiors with architects SJB. “But for developments that have a unique perspective, are design focused and architecturally led, it’s worthwhile to build a display suite. It demonstrates to the purchasers how great the spaces will be and sometimes you can’t get this across just by using floor plans.”
Richards adds that display suites also show the confidence a developer has in building what they will finally construct. “With buying off-the-plan there are certain vagaries around what you are going to get,” he says. “If you just buy from a floor plan it could be interpreted in many ways. A display suite demonstrates what the architecture and interiors will be like; it’s locked in and people know what to expect.”
The display suite for Thirdi’s latest luxury Sydney development – the Paragon of Pyrmont, comprising 21 premium residences and 10 luxury apartments – aims to give the target market a complete sensory experience.
A couple came in to the dining space at 88onRegent’s display suite just to have breakfast and later that day bought one of the apartments. Photo: Thirdi Group
“The type of person who will buy into the Paragon of Pyrmont is accustomed to being treated in a certain way so what we provide within our display suite reflects this,” Berry says. “From the type of food and wine and how visitors are greeted on arrival. By building something that is beautiful you are respecting your purchaser.”
At 108 Miller Street and opened on June 10, the Paragon of Pyrmont display suite has an accompanying bar, Prosecco, operated by the team behind gourmet pizza franchise, Made in Italy.
Berry believes the display suite is playing a greater role in influencing people’s purchasing decisions.
A bar and dining room is part of a new Pyrmont development’s display suite. Photo: Esteban La Tessa
“Traditionally, display suites were quite sterile,” he says. “They were also environments where people knew they were going to be sold to and felt under pressure. Now they offer ‘experiences’. For example, we incorporate food and beverage vendors in ours and add music to create an experience where there is less pressure on the visitor.”
Berry says people can come in and grab a drink or something to eat and wander around the display at leisure. “It’s a more relaxed atmosphere and if you build a very good offering, people get a sense of what it’s like to live in the area.”
Creating the right atmosphere is a crucial part of the display suite. Richards says when his company is engaged to build one, a lot of thought goes into what the design should feel like.
Paragon of Pyrmont will have 21 premium residences and 10 luxury apartments. Photo: Esteban La Tessa
“We put a lot of effort into selecting materials and resolving details and making sure every project we do is unique and special to suit that client,” he says. “When a potential purchaser visits a display suite I want them to sense the magic of the design that we have produced.”
He adds that hopefully the buyers love it enough to buy an apartment. “But the first thing I want to do is convey all the effort we’ve put into the design and hope it comes across in a way that will influence their decision.”
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There’s a car in my lounge room: drive straight into Pyrmont pad
The lucky buyer of a new luxury Pyrmont pad will be able to drive right into their living room, thanks to the optional extra of a car lift within the property.
A pretty impressive party trick…
The $5.75 million five-storey townhouse on offer at Thirdi Group’s Paragon of Pyrmont development can incorporate a lift from the garage that can bring your pride and joy inside.
There are 21 townhouses within the development, starting at just under $4 million.
There are also some cheaper options, with apartments priced from about $1.6 million.
Car enthusiasts across Sydney are being drawn to the project — there’s even been interest from the owner of a Rolls-Royce Phantom — though he worries it may not fit.
The Paragon of Pyrmont townhouse development.
Designated a bit of a “bat cave”, the five-bedroom Treasury townhouse is named after the sandstone building in the CBD and offers the optional extra in collaboration with Maserati.
By forgoing a room on the lower level, revheads will be able drive up to their home, at which point the building’s smart automation system will recognise their car is approaching and open the garage.
Once parked, a platform will raise the car through the ceiling of the garage into the interior of the townhouse.
Thirdi Group’s Luke Berry said the feature was a hit with house hunters.
Luxury townhouses can be a great alternative to stand-alone houses.
“(For) some people, it’s their dream to drive their car into one of their rooms,” he said. “It’s been really encouraging to have genuine interest in this conceptual design.”
Townhouses, he added, offer something for the “missing middle” — people who don’t want to live in a shoebox. “I’d like to build a hundred more in Sydney. That’s the product people are inquiring about.”
These townhouses are extreme high end, but agents across Sydney have reported a rise in townhouses’ popularity, not least because they can offer the perfect midway option, providing the benefits of apartments and houses.
Townhouses are usually cheaper than houses and are popular with everyone from first homebuyers to young professionals and downsizers. While some are strata title and have levies, others are Torrens title and don’t.
Belle Property Pyrmont agent Caroline Selka said more people were realising they were a good compromise.
“There’s been a shift,” she said. “We’re seeing more people consider townhouses now when they might not have done in the past.”
Ms Selka is marketing a Leichhardt townhouse that’s proving popular with families and professionals.
With a price guide of $1.45 million, the home at 6/61-63 Flood St is one of just six in a boutique warehouse conversion development and offers bright, spacious rooms as well as a sunny little outdoor area.
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Why developers are teaming up with luxury partners
When someone buys a home ‘off the plan’, they’re not just buying bricks and mortar; they’re also purchasing the lifestyle and amenity that the development offers.
And one way developers can evoke a lifestyle is by teaming with luxury partners to provide a taste of what that life will be like.
Property developer Thirdi Group is leading the industry in brand alignment initiatives and has secured the support of some of Australia’s – if not the world’s – leading brands and individuals, all vested in making Thirdi developments a success.
For its latest luxury Sydney development Paragon of Pyrmont at 108 Miller Street, Pyrmont, Thirdi is teaming up with brands such as TESLA, Coco Republic, Ferrari Maserati, Moet Hennessy, Bang & Olufsen, and Linneys. These varied brands are all working together to promote the development to their own private client databases.
Luke Berry, Thirdi Group’s director of sales and marketing, says the idea is to create as much value for clients as possible.“It’s not just about giving people a space in a great location, it’s also about what we can put ‘in’ this space, what appliances we can use, what innovations we can secure and what else can we offer the project’s demographic,” he says. “The brands we’re working with on the Paragon represent the ideal demographic we’re targeting.”
Berry says by working together, Thirdi Group gets to leverage its partners’ customers and networks, as well as the benefit of brand association.
“Our partners might put on special events for their customers that promote our project and this leads to more people coming to our display suite and because of this we are seeing a direct impact on sales,” he says.
Charlotte Dub, Coco Republic’s business development manager, sees advantages for both parties. “We provide Thirdi with design services and special offers for their purchasers,” she says. “For the Paragon, we styled the display suite and provided style and direction for the marketing CGIs.”
Coco Republic will also offer Paragon purchasers marketing initiatives such as complimentary interior design consultations and significant discounts off its products and services.
Dub says what’s attractive about partnering with the Paragon is that the buyer profile reflects Coco Republic’s clients. “The Paragon appeals to a discerning client,” she says. “It’s a luxury development so the potential purchaser is likely to be a Coco Republic customer. That is where the main synergy is.”
An artist’s impression of the Paragon of Pyrmont interior design
While there are clear synergies with this partnership, Hub says there are some developments where it wouldn’t work.
“We are picky about which development we team with; we wouldn’t want to be associated with a low-end, poor quality development as that would damage our brand,” Dub says.
Ferrari Maserati Sydney is also partnering with Thirdi for the Paragon. Simon McCarroll, dealer principal, Ferrari Maserati Sydney, says cross-channelling has become an extremely successful strategy.
“Brands and industries that at first seem far away from each other share the same values and prospects,” he says. “Paragon of Pyrmont is Sydney lifestyle at its best: a view, a location and hopefully a Maserati in the garage.”
McCarroll explains that in collaboration with Thirdi, Ferrari Maserati Sydney came up with an experience exclusive to Paragon buyers. “Every owner will be given a Maserati lifestyle experience,” he says. “We will put them behind the wheel of a Maserati for a thrilling day of scenic driving and fine dining.”
He adds when it comes to these types of partnerships, “It’s a giver’s gain approach”. “We believe that both parties will benefit from the collaboration,” he says.
Meanwhile, Berry says Thirdi Group’s vision for their partnership program will continue well after the settlement of their client’s properties.
“The beauty about partnerships is not only do they add value to the development during the sales process, our clients will enjoy ongoing discounts and exclusive incentives with these partners via our ‘Thirdi Says Thank You’ Program.”
The Paragon of Pyrmont will be a residential name to remember when it officially completes construction in 2019.
Boasting serious luxury credentials, the slick apartment block is aiming to capture a slice of Sydney’s lucrative real estate scene with never-before-seen appointments set across a five-level terrace townhouse.
The most stunning feature is the private garage which has enough space for two cars, bikes, a 1,000 bottle wine rack, storage and more. Alternatively, owners with little baggage can opt to turn their garage space into a slick lounge with a car forming their centrepiece. And yes, there is a private lift to ferry occupants across the five levels if spiral stairs aren’t your thing (shame on you).
Other fine appointments include a 5.5m high hallway to greet guests complete with polished concrete floors. Meanwhile level 2 can be configured as a second bedroom or living room with allocations for a study nook and another private ensuite bathroom. Those in terraces 10 – 21 will also come with a private balcony connected to the main bedroom.
Stepping into level 3 will reveal the master bedroom wing which extends the full width of the terrace so that owners can use the entire floor plan to their liking. This level comes complete with stunning private bathrooms that feature circular bath tubs and Italian marble mosaics.
More living quarters spill into level 4 alongside the kitchen which boasts Rogerseller-style ‘touch activated’ cabi-netry to maximise all available spaces. Heading to the very top at level 5 will reveal a landscaping sanctuary in the heart of the city thanks to a gas BBQ and fridge set amongst the lush greenery and skyline views.
The people behind this bold project come from Thirdi Group who employed the architectural and design services of big name players, SJB. The developers are also currently in talks with Tesla to become one of the first Australian medium density developments to install ‘Tesla PowerWalls’ and ‘Tesla PowerPacks’. This feature will give owners the ability to store power and potentially return it to the grid for incentives.
We’ll be sure to keep a close eye on this one as it begins construction this month. Those keen can register their interest here.
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Paragon VIP Event Album
The VIP launch of Pyrmont’s next piece of perfection, Paragon of Pyrmont.
