Glodow Nead Communications, Photo Credit to Glodow Nead Communications
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Crown Group's First Melbourne Development to Launch Sales in Mid 2020

Leading Australian developer Crown Group, renowned for creating iconic buildings in Sydney, is preparing to launch sales mid next year for its first development in Melbourne. Its stunning new arts-themed residential project at Southbank received initial planning approval from City of Melbourne in January 2019.

Following in Crown Group’s ground-breaking tradition, the arts-inspired apartment towers, designed by world-renowned Koichi Takada Architects, will be a design masterpiece that will become a landmark for Melbourne. The eye-catching design will change the face of Southbank and complement the Victorian Government’s $200 million redevelopment plan for the famous arts precinct. 

The development is a joint venture with long-time Melbourne developer G3 Projects and will encompass two towers of 14 and 16 storeys set across a corner site of 2070sqm located at 175 Sturt Street. The two towers will host 152 luxurious studios, one, two and three-bedroom apartments and generous common areas.

G3 Projects has made a name for itself with numerous sophisticated boutique projects across Melbourne.

Residents will have access to Crown Group’s signature resort-style facilities, which include a rooftop lounge and garden, a theatre, children’s play area, gym and pool. There will also be a ground-floor café and parking for 140 cars and 40 bicycles in a four-level podium.

The design seeks to celebrate Melbourne’s thriving arts scene and one of its key features is a community arts space in the lower level which will provide a space to host exhibitions and installations, as well as a cultural meeting point.

Crown Group Chairman and CEO Iwan Sunito said the project was part of Crown Group’s vision to grow a $3 billion development pipeline in Melbourne.

“This is the part of our think big, start small strategy,” he said. “Our bigger plan is to grow our pipeline in Melbourne, but we wanted to start with a single project first to test the market. Our vision is not just to build another apartment building, but to deliver a place to live that has a story.

“Melbournians are very passionate about arts and culture, it is one of the most cultural cities in the world, so we thought, why not create something that tells that story.

“We chose this site out of the many options that were available to Crown Group because it is strategically located in the arts precinct and close to St Kilda Road, with unblocked views to the city, and you can walk to all the galleries and theatres.

“Construction will start in 2021, which gives us the confidence to be able to deliver the project at the best time in the market cycle and allows investors to capitalise on potential uplift.”

Architect Koichi Takada said he was inspired by images in the arts to come up with the design, which has two striking curved white towers.

The project complements Victorian Government’s plan to invest more than $200 million over the next two years to reimagine Southbank and the surrounding arts precinct, which is expected to attract an extra three million visitors each year.

The precinct will house the new NGV Contemporary, a brand-new arts icon for Melbourne and Australia’s largest contemporary art and design gallery at 77 Southbank Boulevard. It will also host a new Australian Performing Arts Gallery and redevelop one of Melbourne’s most recognised landmarks, Arts Centre Melbourne’s Theatre.

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