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One of the most attractive aspects of buying off the plan property is the ability to customize. Walls can be moved (within reason), storage and joinery can become customisable, while outdoor kitchens, appliance additions/upgrades, and fireplaces are just a few of the more common upgrades that buyers can choose to incorporate.

Local Melbourne developer <a href="https://www.urban.com.au/developers/sma-projects">SMA Projects</a> takes customization seriously and understands its importance, particularly where other developers may not.

They’ve been working with a buyer—incidentally, an architect—who was immediately attracted to SMA’s newest inner-city apartment development, The Regent in <a href="https://www.urban.com.au/developments/fitzroy-vic-3065">Fitzroy</a>, after seeing the interior images on the hoarding at the Fitzroy Street site.

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The prospective buyer loved the interiors by <a href="https://www.urban.com.au/architects/studio-tate">Studio Tate</a>, but given her and her husband's preferences, they weren’t interested in either the two-bedroom or one-bedroom apartments on offer. They wanted a blend of both—and no, not a three-bedroom apartment.

They’re currently working with Studio Tate to create an oversized one-bedroom apartment, taking the floorplan and size of a two-bedroom apartment and combining it with a one-bedroom design that includes a large master bedroom and an expanded kitchen, living, and dining area, as they love to entertain.

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Downsizing from a family home in the area, the prospective buyer had visited several of the new developments in Fitzroy over the last year since deciding to downsize. However, for what she envisioned, she felt like she’d fallen into the “too hard” bucket when it came to customization with other developers.

The philosophy at SMA has always been: “If you haven’t found it, let’s create it for you.”

SMA Projects Sales Executive Emily Shaddick says it’s important in the development industry to encourage creativity and, more importantly, to respond to what people want for their future homes.

“SMA has always put together floorplans that cater to a wide variety of purchasers, but they also understand some buyers have bespoke tastes. They work closely with those buyers to come up with a solution that makes them feel comfortable purchasing,” Shaddick says.

[smartcode_project:default project_id=24824 project_image_fid=304606]

In a unique approach to development, because the prospective buyer is opting for one bathroom instead of the two that were part of the original configuration, the developer has given the buyer a credit for the bathroom—a part of the build they no longer need to fit out.

“I don’t know any developer who does that,” Shaddick says, adding that the buyer can now use that credit to change or upgrade various other parts of the apartment, whether it’s appliances or specific finishes like flooring or kitchen benchtops.

Having completed a string of inner-city apartment developments over the last two decades, SMA recently launched The Regent, named after the site’s origins as the Regent Theatre back in the 1980s.

[smartcode_project:default project_id=24824 project_image_fid=304762]

<a href="https://www.urban.com.au/new-apartments/the-regent-fitzroy-340-fitzroy-street-fitzroy-vic-3065">The Regent</a>, designed by award-winning architecture firm Hayball, will comprise just 64 one, two, and three-bedroom apartments aimed solely at the owner-occupier.

To give buyers further customization, there are two different colour palettes on offer as standard: the light and airy Classic Collection, influenced by Nordic minimalism, and the Fitzroy-esque, more dramatic Arthouse Collection.

The Regent sits in an ideal pocket just off Johnston Street, giving future residents direct access to Fitzroy’s thriving hospitality scene as well as Melbourne’s extensive tram network.

Future residents will also have access to several amenities within the building, including a rooftop with extensive views of Melbourne and a bookable guest suite, an uncommon feature of a building which ultimately encouraged the recent prospective buyer to remove one of their bedrooms, as any of their guests who want to come and stay with them, can utilize the extra hotel suite-style room.

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Local Melbourne developer SMA Projects takes customization seriously and understands its importance, particularly where other developers may not

Joel Robinson

Why the ability to customise is a crucial offering in the off the plan apartment market

It takes a team to deliver a new apartment development, and experience across every stakeholder in the project counts for a lot in today's off the plan space.

Boutique developer <a href="https://www.urban.com.au/developers/sma-projects">SMA Projects</a> has had several key collaborators they have worked with going back decades.

Where some developers focus on volume, SMA has had a concentrated approach, predominantly in the mid-rise market, with a mix of new design with a heritage twist.

While working in the likes of Elwood, <a href="https://www.urban.com.au/developments/brunswick-vic-3056">Brunswick</a> and <a href="https://www.urban.com.au/developments/hawthorn-vic-3122">Hawthorn</a>, the majority of their craft has been applied within a few kilometres across Fitzroy and <a href="https://www.urban.com.au/developments/collingwood-vic-3066">Collingwood</a>.

Several developments they've undertaken have been in the adaptive reuse space, converting old buildings like breweries into striking residential developments that offer something far past the ordinary.

SMA Projects, led by Martin Strode, has had a long relationship with award-winning architecture firm Hayball Architects, another business well-versed in putting together design plans that incorporate heritage features.

The pair worked together on several developments before its flagship project, Yorkshire Brewery in Collingwood, which they completed in 2015. Soon followed the Lyric which sits prominently on the corner of Gore and Johnston Streets in Fitzroy capping off three developments now located in Gore Street, <a href="https://www.urban.com.au/developments/fitzroy-vic-3065">Fitzroy</a> all completed by SMA Projects.&nbsp;&nbsp;

The Lyric spans two sites, the Lyric Theatre, renowned as one of Melbourne's first theatres, and MacRobertson Chocolates. The grandeur and cinematic glamor of the site heavily informed the design. SMA and Hayball decided on keeping the original red brick facade from MacRobertson Chocolates factory to pay homage to the site's former life, also preserving the original pressed metal ceiling panels in the lobby.

When the opportunity arose to acquire the former site of The Regent Theatre in Fitzroy, it presented the opportunity to create something similar.

[smartcode_project:default project_id=24824 project_image_fid=304614]

While not adaptive re-use in its entirety given the site is now a low-rise commercial building after <a href="https://www.urban.com.au/new-apartments/the-regent-fitzroy-340-fitzroy-street-fitzroy-vic-3065">The Regent</a> was demolished in 1983, the brief was essentially to create a building that echoed The Regent's former life, but crafted in a way that focused on design principles that translated into elevated living.&nbsp;

A true Art Deco building in its design, with arched ceilings and period details throughout, The Regent will comprise just 65 one, two and three-bedroom apartments.

[smartcode_project:default project_id=24824 project_image_fid=304606]

SMA has brought on another industry stalwart, Studio Tate, to craft the interiors, offering buyers the choice of two distinct colour palettes; the light and airy Classic Collection, influenced by Nordic minimalism, or the Fitzroy-esque, more dramatic, Arthouse Collection.

Residents will also have access to a commanding rooftop terrace overlooking the city, a workshop, a dog wash, and even a guest suite, bookable for when friends and family come to stay.

[smartcode_project:default project_id=24824 project_image_fid=304613]

The Regent is the perfect example of why collaboration is of upmost importance in the new apartment development industry.

Those developers who can point to their former projects completed to a high level, not only by themselves, but the same team that is delivering the current one, stand in significantly better stead to deliver the future aspirations of those who seek out the same.&nbsp;

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A true Art Deco building in its design, with arched ceilings and period details throughout, The Regent will comprise just 65 one, two and three-bedroom apartments

Why experience matters in off the plan apartment development

<a href="https://www.urban.com.au/developers/sma-projects">SMA Projects</a> is bringing a piece of Fitzroy's storied past back to life with The Regent, a new apartment development that reimagines the former site of the iconic Regent Theatre.&nbsp;

Once a place where Melbourne's residents gathered to be swept away by the glamour of the silver screen, the theatre's legacy now lives on in a new form—this time as a collection of apartments designed by award-winning architectural practice <a href="https://www.urban.com.au/architects/hayball">Hayball</a>.

<a href="https://www.urban.com.au/new-apartments/the-regent-fitzroy-340-fitzroy-street-fitzroy-vic-3065">The Regent</a>&nbsp;will comprise 64 one, two, and three-bedroom apartments starting from $725,000.

[smartcode_project:default project_id=24824 project_image_fid=304611]

The architecture and interiors of the building reintroduce elements of glamour that nod to the Regent Theatre’s former grandeur.

From the arched ceilings and art deco details of the foyer to the rooftop terrace with views of the city, every detail of the building reflects a blend of old and new, allowing The Regent to contribute to the rich history of its location.

Each apartment is available in two distinct design options by Studio Tate, offering buyers a choice between the light, Nordic-inspired Classic Collection and the richer, darker Arthouse Collection.

Among its amenities, The Regent offers a 315 sqm rooftop terrace with barbeque facilities and dining areas with panoramic views of Fitzroy and the city skyline.

A unique offering is a guest suite that can be booked by residents for their friends and family. There's&nbsp;also a workshop space and a dog wash for the pet-friendly building.

[smartcode_project:default project_id=24824 project_image_fid=304613]

The strategic location on the corner of&nbsp;<a href="https://www.urban.com.au/developments/fitzroy-vic-3065">Fitzroy</a>&nbsp;and Johnston Street will put residents within walking distance of an abundance of&nbsp;cafes, bars, restaurants and parks, as well as transport connections on the adjacent Brunswick and Nicholson Streets.

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The architecture and interiors of the building reintroduce elements of glamour that nod to the Regent Theatre’s former grandeur

SMA bring back The Regent Theatre heritage in Fitzroy with latest apartment development

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The boutique development Foam Street in the Bayside Melbourne suburb of Elwood has secured sales of nearly half of its apartments at its recent launch.

Developer Goldfields has seen demand coming from an emerging market which have been dubbed "Baychangers."

Goldfields chief operating officer Lachlan Thompson said five of the project’s twelve boutique apartments had already been snapped by buyers up on the first few days of the sales campaign.

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“The Elwood brand is one of the strongest in Melbourne, especially for buyers looking to downsize to a smaller and more convenient home in a vibrant community that offers exciting lifestyle and entertainment options,” Thompson said.

“As a result, the supply of low-maintenance luxury apartments in Elwood’s established property market is far outweighed by demand, with many looking to alternatives, such as boutique new developments, like Foam Street, Elwood.

“These buyers are looking shorten and simplify the homebuying process and avoid the frustration associated with the existing property market.

<a href="/buildings/foam-street-1-3-foam-street-elwood"><img alt="" height="891" src="https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/foam_street_elwood.jpg" width="1200"></a>

“They want to live ‘life after the family home’ somewhere with a little more ‘soul,’ somewhere more intimate and personal; the type of place where you know your neighbours by their first name.”

Jackson Clements Burrows designed the development of two and three bedroom apartments in conjunction with Studio Tate.

“FOAM STREET apartments are designed to be entirely of their place – reflecting and complementing the street’s vernacular – thus creating a discerning identity within their environment. Each dwelling offers expansive living areas, private outdoor spaces and enduring finishes," Tim Jackson, director at Jackson Clements Burrows said.

The project sits in landscaped surrounds designed by Eckersley Garden Architecture.

The Agency's Michael Paproth said, as well as demand from locals who want to remain in the area, there is a rapidly emerging market of buyers from outside the broader Bayside area.

“Baychangers tend to be semi-retired or retired professionals, typically from the inner-eastern suburbs, whose children have started their own families, and who are looking for a lifestyle change, but without the distance associated with a treechange or seachange," Paproth said.

“Despite being right next door to each other, the Bayside and inner east can be quite different in terms of community, culture and lifestyle."

 
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Developer Goldfields has seen demand coming from an emerging market which have been dubbed "Baychangers."



What is a Baychanger? Boutique Elwood development Foam Street see 'Baychanger' demand

<a href="/buildings/the-beckworth-184-186-tooronga-road-glen-iris">The Beckworth's</a> design team&nbsp;comprises&nbsp;of some of the industry's best –&nbsp;Telha Clarke Architects, <a href="https://www.urban.com.au/architects/studio-tate">Studio Tate Interior Design</a> and <a href="/landscape-architect/john-patrick-landscape-architects">John Patrick Landscape Architects</a>, and it's clear the&nbsp;team&nbsp;worked collaboratively to create a collection of homes which feel warm, inviting and liveable. Every aspect of the&nbsp;design&nbsp;has been considered with a holistic approach and&nbsp;thought given to how residents will use each space.

I recently caught up with Alex Hopkins, Director and Principal Designer at Studio Tate, to learn more about the design process and some of the stand-out features of&nbsp;The Beckworth apartments.&nbsp;

<figure><a href="/buildings/the-beckworth-184-186-tooronga-road-glen-iris"><img alt="" class="image-article_full_width_580px" data-entity-type="" data-entity-uuid="" height="387" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/181003_cam01_balcony-ext_fin.jpg?itok=yUY69K30" title="The Beckworth. Image supplied. " width="580" /></a>

<figcaption>The Beckworth. Image supplied.</figcaption>
</figure>

Urban.com.au: Where did you draw inspiration for The Beckworth from?

Alex Hopkins: Enduring materials and a restrained approach to form inspired our approach to interior architecture at <a href="/buildings/the-beckworth-184-186-tooronga-road-glen-iris">The Beckworth</a>, a collection of 18 intelligently planned two and three-bedroom residences in leafy <a href="/new-apartments/glen-iris-vic-3146">Glen Iris</a>. In collaboration with architects Telha Clarke, The Beckworth exudes elegance and is characterised by an architectural layering and framing of balconies and terraces. A push-pull effect to the architecture inspired the interior layouts allowing the design team to maximise daylight whilst creating a sense of individuality and customisation.

Natural stone and timber joinery were employed to create a contemporary, pared-back aesthetic, allowing residents to dress the interior with their own narrative. To establish this sense of personalisation, two schemes were employed: from light and airy, to dark and sophisticated. Moments of luxury pepper the building, starting notably with a shared wine room in which residents can store and discuss varietals with their neighbours or guests. Master ensuites include freestanding baths set on stone plinths to exude hotel-like indulgence, while textured carpets create warmth and comfort underfoot.

In respecting the minimal yet robust exterior, intelligently crafted joinery conceals clutter, integrated fridges and pantries allow natural stone and timber to reign supreme, and stone cleverly conceals kitchen rangehoods for the ultimate in sophistication.

<figure><a href="/buildings/the-beckworth-184-186-tooronga-road-glen-iris"><img alt="" class="image-article_full_width_580px" data-entity-type="" data-entity-uuid="" height="387" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/181012_kitchen_vignette_opt_2.jpg?itok=_s7bXdjC" title="The Beckworth. Image supplied. " width="580" /></a>

<figcaption>The Beckworth. Image supplied.</figcaption>
</figure>

U: What were the top 6 features you decided had to be included within&nbsp;the development and why?

AH:

<ol>
	<li>A large butler’s pantry: perfect for residents who like to entertain, this key amenity ensures these residences feel more like a larger home than an apartment.</li>
	<li>Natural stone benches: a quality, timeless statement such as the use of natural stone ensures a quality outcome.</li>
	<li>Well-appointed walk-in robe to each master bedroom suite: key for any resident especially a down-sizer, ample storage ensures the transition from house to apartment is an easy one.</li>
	<li>Double vanities with freestanding tub to each master bedroom suite: a luxurious bathroom can make the home feel like a hotel and what a special experience to have each day.</li>
	<li>Walk-in laundry: similarly, to the relevance of a well-appointed WIR, a separate laundry makes day to day living that much easier.</li>
	<li>Communal wine room: fosters a sense of community within the development and provides each apartment owner with the ability to store their wine in a locked cabinet.</li>
</ol>

<figure><a href="/buildings/the-beckworth-184-186-tooronga-road-glen-iris"><img alt="" class="image-article_full_width_580px" data-entity-type="" data-entity-uuid="" height="580" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/181012_wine_room_00.jpg?itok=rRjTf35-" title="The Beckworth. Image supplied. " width="580" /></a>

<figcaption>The Beckworth. Image supplied.</figcaption>
</figure>

U: What do you think buyers love most about The Beckworth?

AH: This development provides buyers with well-planned, considered homes. With purchasers being increasingly more informed, intelligently designed interiors, alongside luxurious materiality and quality amenity is of key importance to ensure a successful outcome.

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/181012_g05_bathroom_00.jpg" rel="gallery-all" title="The Beckworth. Image supplied. "><img alt="" class="image-article-full-width-580px" data-entity-type="" data-entity-uuid="" height="435" src="https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/styles/article_full_width_580px/public/pictures/article-images/181012_g05_bathroom_00.jpg?itok=J0RYepQk" title="The Beckworth. Image supplied. " width="580" /></a>

<figcaption>The Beckworth. Image supplied.</figcaption>
</figure>

U: If you had to choose your favourite aspect of the building, what would it be? 

AH: Each residence has an expansive terrace which provides a beautiful connection to the outdoors, this creates a greater sense of space to the living and dining areas especially when the glazed sliding doors are open – 
informing another room albeit outdoors.

<figure><a href="/buildings/the-beckworth-184-186-tooronga-road-glen-iris"><img alt="" class="image-article-full-width-580px" data-entity-type="" data-entity-uuid="" height="370" src="https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/styles/article_full_width_580px/public/pictures/article-images/181012_living.jpg?itok=tSMtDxw3" title="The Beckworth. Image supplied. " width="580" /></a>

<figcaption>The Beckworth. Image supplied.</figcaption>
</figure>

U: What makes your project stand out from other properties on the market? 

AH:&nbsp;During this current climate, a considered floorplan to ensure a seamless flow through each apartment certainly provides a point of difference. This coupled with the refined and classic joinery design ensures The Beckworth stands out from the crowd.

<figure><a href="/buildings/the-beckworth-184-186-tooronga-road-glen-iris"><img alt="" class="image-article-full-width-580px" data-entity-type="" data-entity-uuid="" height="387" src="https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/styles/article_full_width_580px/public/pictures/article-images/181002_view07_master_bedroom.jpg?itok=eqeliRF9" title="The Beckworth. Image supplied. " width="580" /></a>

<figcaption>The Beckworth. Image supplied.</figcaption>
</figure>

Project Credits 
Interior Design: Studio Tate 
Architect: Telha Clarke 
Builder: Harris HMC 
Development and Project Manager: Point Polaris 
Landscape Architects: John Patrick

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