Henry Windsor - 2 Henry Street, Windsor

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Does the humble display suite still hold prime position in a development's given marketing and sales game plan compared to a few short years ago? In a time where international marketing campaigns and channel sales tend to sop up a fair portion of apartment sales prior to their local release, perhaps the worth of a display suite in on the wane.

While hard numbers sell apartments to those intent on investing, the same can't be said for owner-occupiers who are altogether more discerning when considering their next property purchase. With this in mind Urban.com.au viewed the 181 Fitzroy Street display suite recently and spoke with Pace Development Group's Georgie Bott on why their display is at the forefront of the sales campaign.

<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/image173_0.jpg" rel="gallery-all" title="Artist's impression of 181 Fitzroy's southern facade. Image courtesy Pace Development Group"><img alt="" class="image-article-full-width-580px" height="406" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image173_0.jpg?itok=lsdAy8JS" title="Artist's impression of 181 Fitzroy's southern facade. Image courtesy Pace Development Group" width="580"></a>

<figcaption>Artist's impression of 181 Fitzroy's southern facade. Image courtesy Pace Development Group</figcaption></figure>And it's the display suite leading the way with Georgie Bott explaining that the majority of buyers passing through to date have been local; either from St Kilda or surrounding suburbs and with an eye toward returning to the bayside suburb or upscaling their current residence. The long, slender north-south positioned apartments within 181 Fitzroy Street have allowed for a relatively easy amalgamation of apartments where desired; as an example contracts have been signed for a single bedroom dwelling in excess of 100sqm - almost unheard of in Melbourne.

This willingness for prospective buyers to implement changes to the specified floor plans with the intent of tailoring internal spaces to their own wants and desires has been facilitated by the addition of multiple fully interactive touch screens within the display suite which essentially allows prospective buyers to design their apartment as they see fit.

Combining two apartments, removal of a wall, a reconfigured kitchen or applying upgraded fixtures and fittings; whatever the case the interactive screens allow prospective buyers a greater level of input in attaining what they want from an apartment, all with the swish of a finger.

Of all the display suites visited by Urban.com.au we can't recall this level of empowerment given to the buyer previously. It certainly happens, just not in such an easy to use manner and this is in part why the project has sold strongly to date according to Pace.

<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/img_2472.jpg" rel="gallery-all" title="A typical kitchen within the development"><img alt="" class="image-article-full-width-580px" height="387" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/img_2472.jpg?itok=m3z4uTol" title="A typical kitchen within the development" width="580"></a>

<figcaption>A typical kitchen as per the display suite</figcaption></figure>BR Demolition in recent weeks has brought the existing structure down to ground level, with the car park sub levels to be retained. This in turn has allowed construction of 181 Fitzroy Street to begin immediately.

Slated to be removed later in the year and occupying a corner pocket onsite, 181 Fitzroy Street will be built around the sales suite. The onus on owner-occupier purchasers has prompted a decision to retain the sales suite onsite as long as possible, although this in turn has posed somewhat of an engineering challenge for the in-house build team.

<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/img_2133.jpg" rel="gallery-all" title="Onsite demolition works during May"><img alt="" class="image-article-full-width-580px" height="340" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/img_2133.jpg?itok=_5uJKKAe" title="Onsite demolition works during May" width="580"></a>

<figcaption>Onsite demolition works during May</figcaption></figure>With 181 Fitzroy Street all but having commenced construction, it joins a more than healthy project book for Pace. Construction has commenced on George Windsor, with the adjoining Henry Windsor building nearing completion. Marquee project The Icon continues to lose its scaffolding, revealing a multi-coloured exterior while <a href="http://www.odeapartments.com/">Ode</a> is the developer's latest exploit in St Kilda featuring an exterior influenced by local artist Matthew Johnson, as per The Icon.

Archer has risen above ground level on its way to delivering 87 apartments in bayside Mentone while 73-77 Wellington Street has a date with VCAT for the sake of expediency rather than any great misgivings Yarra City Council may have about the project. The Collingwood project represents Pace Development Group's first foray into Melbourne's ever-popular inner north.
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Hands on at Pace's 181 Fitzroy Street display suite

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Pace Development Group currently have a planning application before City of Port Phillip for a prized Fitzroy Street, St Kilda site which the prolific developer reportedly paid in excess of $17 million for during the course of 2013. Previously home to the Australian Institute of Management, the existing office block at 181 Fitzroy Street is set to make way for a sizeable building of 177 apartments.

Incidentally 181 Fitzroy Street joints four other Pace Development Group projects within a short distance of St Kilda Junction, enforcing perceptions that the precinct is currently in the midst of an apartment surge.

<h2>Project summary</h2>

<ul>
<li>181 Fitzroy Street, St Kilda, currently a six level office building</li>
	<li>Proposed 12 level apartment building at 38.7 metres</li>
	<li>2,146sqm site with expected GFA of 22,010sqm</li>
	<li>60 metre frontage to Fitzroy Street</li>
	<li>177 apartments: 70 * 1BR/1+study, 100 * 2BR/2+study, 7 * 3BR</li>
	<li>5 level basement car park for 177 vehicles and 55 bicycles</li>
</ul>
<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/img_7662.jpg" rel="gallery-all" title="181 Fitzroy Street's southern facade. Image courtesy SJB"><img alt="" class="image-article-full-width-580px" height="389" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/img_7662.jpg?itok=CA9CdoV_" title="181 Fitzroy Street's southern facade. Image courtesy SJB" width="580"></a>

<figcaption>181 Fitzroy Street's southern facade. Image courtesy SJB</figcaption></figure>Likely to target owner-occupiers, the SJB-designed building will carry amenities over level 8 including a gym, lounge and terrace area. The Fitzroy Street frontage will hold three retail tenancies and residential lobby while the site's rear to Pattison Street will also maintain three pedestrian entrances and vehicle access.

Each apartment has either a balcony or terrace included while 28 single bedroom + study apartments have been designed to be converted into two bedroom dwellings if demand dictates.

<blockquote>
The building consists of separate built forms including the main built form and its recessed light weight upper level. The building is well articulated and incorporates a range of quality materials and finishes including precast concrete, masonry cladding, glazing, dark metal cladding, galvanised metal mesh and timber batten screens.
<cite>Urbis Planning Report</cite>
</blockquote>

<h2>Five on St Kilda Junction</h2>

<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/image19pdg.jpg" rel="gallery-all" title="Pace Development Group's contribution to the Junction precinct"><img alt="" class="image-article-full-width-580px" height="425" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/image19pdg.jpg?itok=dYrsWX89" title="Pace Development Group's contribution to the Junction precinct" width="580"></a>

<figcaption>Pace Development Group's contribution to the Junction precinct</figcaption></figure>181 Fitzroy Street joins another Pace Development Group project currently at planning, albeit with City of Stonnington. According to the Stonnington Planning Register, <a href="https://www.urban.com.au/buildings/george-windsor-1-peel-street-windsor">46-48 Punt Road</a> has gone to appeal due to Stonnington's failure to determine within the prescribed time limit; an appeal hearing date is listed for Monday 29th September.

Directly opposite 46-48 Punt Road, construction has begun on another Pace Development Group project, <a href="https://www.urban.com.au/buildings/henry-windsor-2-henry-street-windsor">Henry Windsor</a> while <a href="https://www.urban.com.au/buildings/the-icon-6-st-kilda-road-st-kilda">The Icon</a> at 18 levels is in many ways the development firm's flagship project and well into construction. Rounding out the group is <a href="http://www.allureapartments.com.au/">Allure</a> which was completed the best part of a year ago.

<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/img_0357.jpg" rel="gallery-all" title="Henry Windsor to the fore with Icon beyond"><img alt="" class="image-article-full-width-580px" height="387" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/img_0357.jpg?itok=IuBUHI6e" title="Henry Windsor to the fore with Icon beyond" width="580"></a>

<figcaption>Henry Windsor to the fore with Icon beyond</figcaption></figure>Should the two projects at planning reach reality, Pace Development Group would have contributed near on 500 new dwellings to the St Klida Junction precinct, making it a honey pot for the bayside-based developer.

<h2>181 Fitzroy Street development team</h2>

<ul>
<li>Developer: Pace Development group</li>
	<li>Architect: SJB</li>
	<li>Planning: Urbis</li>
	<li>Heritage: Bryce Raworth</li>
	<li>Sustainability: SDC</li>
	<li>Services: MacCormack</li>
	<li>Traffic: Ratio</li>
	<li>Consulting engineer: Brogue</li>
</ul>
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Henry Windsor

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Hands on at Pace's 181 Fitzroy Street display suite

Setting the Pace at St Kilda Junction

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