Two years after securing the former Brighton Savoy Hotel at 150 Esplanade, developer Primeland has revealed what it intends to do with it.

The $25 million plans are for a luxury apartment development that will replace the 1900's built hotel that was first a private residence before becoming a hotel in 1959.

The 3,386 sqm corner site at 150 Esplanade, opposite the famous beach, had been owned by the Lee family for 55 years before it was&nbsp;acquired by <a href="https://www.urban.com.au/developers/primeland">Primeland</a> as part of its growing $1 billion portfolio which includes assets across hotel, residential, and mixed-use sectors.

The plans by Toorak-based Kennon Architects are for two separate three-level buildings with 14 luxury apartments.

<img alt="Brighton" data-entity-type="file" data-entity-uuid="d6623880-9884-4f14-b4b2-ce2e126fd3f9" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202024-09-25%20at%208.58.17%E2%80%AFAM.png?VersionId=xd9sNlbh6gznqTnA8WDezrQ5VU1bp1SN" />

Just five apartments will sit in the northern building, and nine in the southern structure.

Prices are expected to range between $5 million to $20 million for the two, three and four-bedroom apartments that will span anywhere between 178 sqm and 475 sqm. Penthouses will feature private rooftop gardens and expansive bay views, complementing the site’s proximity to the iconic Brighton Bathing Boxes.

The development will incorporate a series of high-end inclusions for residents, like valet parking for the 40 parking spaces,&nbsp;a concierge, a gym, an onsen, a catering kitchen, and a reflection pool.&nbsp;

<img alt="Savoy" data-entity-type="file" data-entity-uuid="160f2f90-e48f-44d6-ad3c-a3501d7e8eaa" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202024-09-25%20at%209.06.27%E2%80%AFAM.png?VersionId=M6lWSEWK5Miz9o0j2L2To7ma2KvqNsGV" />

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The landscape design focuses on native and indigenous plantings, while the buildings will feature a contemporary architectural style, using materials such as polished plaster, tonal concrete, custom brickwork, and extensive glazing.&nbsp;

The Town Planning Report by Squareback said the proposed design response "is considered to be of a high architectural standard and will positively contribute to the character of the area."

Sustainable measures will include a 6.5-star NatHERS rating, solar panels, and energy-efficient systems.

<img alt="Savoy" data-entity-type="file" data-entity-uuid="9678d6b7-036d-4b81-8b07-ab78825add04" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202024-09-25%20at%208.57.59%E2%80%AFAM.png?VersionId=G7ERCPYaPhjCdh0EJ7_MSySeAgAh8imF" />

Primeland chairman Robert Brij said the acquisition of the Savoy Hotel underpinned the developer’s strategic focus on the ultra-luxury residential sector, a sector largely unaffected by macroeconomic trends.&nbsp;

“This site is a prime jewel in the crown of Brighton; the fact that it has only transacted once in 55 years underpins its rarity and location overlooking the bay," Brij said.

“The vision for this project is to create a luxury experience that is befitting of this superior address, that will stand as a landmark for not only Brighton but all of Melbourne."

The plans by Kennon Architects are for two separate three-level buildings with 14 luxury apartments.

Rob Kennon Architects

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