Savoy Hotel - 150 Esplanade, Brighton

Confidence is building Melbourne's off the plan apartment market, with September being marked with several exciting developments and project launches from Hawthorn and South Melbourne and as far as Safety Beach on the Mornington Peninsula

Melbourne's soft property market continued over September, but there's better news for units than their is for houses.

Unit values did grow, a modest 0.1 per cent in contrast to house values, which declined -0.2 per cent, CoreLogic's Monthly Index showed.

Unit values are however -0.5 per cent down over the September quarter and -1.6 per cent down so far in 2024.

Units generally are performing better than houses across the country, with six of the eight capitals seeing unit values rise by more than house values over the quarter.

The median value of units in Melbourne now sits at $612,000.

<h2>What happened in Melbourne's off the plan apartment market in September</h2>

Confidence is building Melbourne's off the plan apartment market, with September being marked with several exciting developments and project launches from&nbsp;<a href="https://www.urban.com.au/developments/hawthorn-vic-3122">Hawthorn</a>&nbsp;and&nbsp;<a href="https://www.urban.com.au/developments/south-melbourne-vic-3205">South Melbourne</a>&nbsp;and&nbsp;as far as Safety Beach on the Mornington Peninsula.

Milieu announced it saw a strong response at Elsternwick Gardens, its new garden-centric community on the site of the former ABC Studios in Elsternwick.

Their&nbsp;VIP open saw a huge uptake of apartment reservations, to a broad range of buyers.&nbsp;<a href="https://www.urban.com.au/developers/milieu-property" target="">Milieu</a>&nbsp;also had some repeat purchasers attend the opening of the display suite.

[smartcode_project:default project_id=136535 project_image_fid=288414]

<a href="/new-apartments/elsternwick-gardens-by-milieu-8-gordon-street-elsternwick-vic-3185">Elsternwick Gardens</a>&nbsp;has attracted strong interest due to several unrepeatable components, none more obvious than the location of the prime 11,740 sqm site which neighbours the historic Rippon Lea Estate.

Read more:&nbsp;<a href="https://www.urban.com.au/news/vic/milieus-elsternwick-gardens-development-gains-momentum-following-successful-vip-launch">Milieu's Elsternwick Gardens development gains momentum following successful VIP launch</a>

In keeping with new nature-focused neighbourhoods, <a href="https://www.urban.com.au/developers/hamton">Hamton Property Group</a>&nbsp;secured approval for their latest precinct-style&nbsp;residential project in Hawthorn.&nbsp;

Located on a former University of Melbourne site, the development will feature a new garden community comprising 365 residences across six low-rise buildings.

<img alt="Hamton given green light for $550 million masterplan on former University of Melbourne site in Hawthorn" data-entity-type="" data-entity-uuid="" src="https://res.cloudinary.com/dz9xllyip/image/fetch/f_auto,c_limit,w_1440,q_auto/https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/field/image/Screenshot%202024-09-17%20at%2011.49.20%E2%80%AFAM.png?VersionId=EqNeBmCmWGGH9ZC.m.hDEWFKAqm7ku44" />

The development includes a mix of apartments and townhouses, along with 5,500 sqm of publicly accessible green space and a new retail village.&nbsp;

The project is set to significantly transform the Hawthorn landscape and is one of the largest to be approved under the Allan government’s accelerated Development Facilitation Program.

Read more: <a href="https://www.urban.com.au/news/vic/hamton-given-green-light-for-550-million-masterplan-on-former-university-of-melbourne-site-in-hawthorn">Hamton given green light for $550 million masterplan on former University of Melbourne site in Hawthorn</a>

Golden Age Group also saw their luxury Bayside townhouse development approved, located on the site of the former&nbsp;Xavier Junior School site at 47 South Road, Brighton.

This 3.3-hectare site will be subdivided into 14 individual lots, with plans to deliver 84 new homes.&nbsp;

<img alt="Victorian Planning Minister approves Golden Age townhouse development in Brighton" data-entity-type="" data-entity-uuid="" src="https://res.cloudinary.com/dz9xllyip/image/fetch/f_auto,c_limit,w_1440,q_auto/https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/field/image/Screenshot%202024-09-02%20at%207.14.13%E2%80%AFPM.png?VersionId=5yrzKwa4OkgQTkTzldccdS_fw7rr.LYP" />

The development is expected to provide much-needed housing in the area, contributing to both economic growth and community development.&nbsp;

<a href="https://www.urban.com.au/developers/golden-age-group" target="">Golden Age Group</a>'s director, Damien Hehir, emphasised the importance of this project in the continued expansion of Brighton's housing market.

Read more:&nbsp;<a href="https://www.urban.com.au/news/vic/victorian-planning-minister-approves-golden-age-townhouse-development-in-brighton">Victorian Planning Minister approves Golden Age townhouse development in Brighton</a>

There was further movement in Brighton in September as developer&nbsp;<a href="https://www.urban.com.au/developers/primeland">Primeland</a>&nbsp;revealed its plans for&nbsp;the former Brighton Savoy Hotel at 150 Esplanade.

The $25 million plans are for a luxury apartment development that will replace the 1900s-built hotel that was first a private residence before becoming a hotel in 1959.

<img alt="First look exclusive: Former Savoy Hotel, Brighton apartment redevelopment revealed" data-entity-type="" data-entity-uuid="" src="https://res.cloudinary.com/dz9xllyip/image/fetch/f_auto,c_limit,w_1440,q_auto/https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/field/image/150%20Esplanade%20Brighton%20proposal.png?VersionId=IJQdVGfSaap7OybfEXpoM3SWNnJmfMC5" />

The 3,386 sqm corner site at <a href="https://www.urban.com.au/new-apartments/savoy-hotel-150-esplanade-brighton">150 Esplanade</a>, opposite the famous beach, had been owned by the Lee family for 55 years before it was acquired by Primeland 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.

Read more:&nbsp;<a href="https://www.urban.com.au/news/vic/first-look-exclusive-former-savoy-hotel-brighton-apartment-redevelopment-revealed">First look exclusive: Former Savoy Hotel, Brighton apartment redevelopment revealed</a>

Luxury developments and releases too were timed for September.

Developer <a href="https://www.urban.com.au/developers/dcf-property" target="">DCF Property</a> launched First Light, just 30 apartments lcoated in South Melbourne's popular Domain Precinct.

The new tower at 28 Albert Road will be a mixed-use building with luxury apartments sharing the building with an 88-room Nu by YOO Hotel, the brainchild of property entrepreneur John Hitchcox and&nbsp;French industrial architect and designer Philippe Starck.

[smartcode_project:default project_id=2556 project_image_fid=299333]

The collaboration continues in the two ground-floor restaurants. One will be run by acclaimed chef Scott Pickett, from Chancery Lane and Estelle, and the other by restaurateur Jason Lau.

The apartments have been designed by&nbsp;French architect Léo Terrando, whose approach was to blend global design principles with Melbourne's charm, using materials like brushed nickel, charcoal oak and travertine flooring.

Read more:&nbsp;<a href="https://www.urban.com.au/news/vic/inside-first-light-south-melbournes-newest-apartment-development-shaped-by-french-architects-and-celebrated-restaurateurs">Inside First Light: South Melbourne's newest apartment development shaped by French architects and celebrated restaurateurs</a>

Penthouse collections were released in two of Melbourne's newest landmark towers.

<a href="https://www.urban.com.au/developers/osk-property" target="">OSK Property</a>&nbsp;revealed their&nbsp;Penthouse Collection at <a href="https://www.urban.com.au/new-apartments/blvd-at-melbourne-square-19-hoff-boulevard-southbank">BLVD</a>, the latest stage of the massive $3 billion <a href="https://www.urban.com.au/buildings/melbourne-square-93-119-kavanagh-street-southbank">Melbourne Square precinct</a> in <a href="https://www.urban.com.au/developments/southbank-vic-3006">Southbank</a>.&nbsp;

[smartcode_project:default project_id=107714 project_image_fid=211866]

Designed by renowned interior designer David Hicks, the eight penthouses range from 180 sqm to 471 sqm and start at $4.46 million, with one already sold for $6 million.&nbsp;

Hicks' 'East meets West' design theme merges Eastern minimalism with Western luxury, offering unique, high-end living spaces.

Read more:&nbsp;<a href="https://www.urban.com.au/news/vic/luxury-penthouse-collection-by-david-hicks-revealed-at-blvd-southbank">Luxury penthouse collection by David Hicks revealed at BLVD Southbank</a>

R.Corporation also released its penthouses atop&nbsp;<a href="https://www.urban.com.au/buildings/r-iconic-south-melbourne-259-normanby-road-south-melbourne">R.Iconic</a> in South Melbourne. We took a tour of the recently completed building, its significant amenities, and the penthouses on offer.

The open-plan penthouse collection flows seamlessly from the kitchen—featuring Gaggenau appliances, a butler’s pantry, and a stunning marble island bench—into a spacious living area that opens up to a generously-sized balcony with expansive views.

[smartcode_project:default project_id=5234 project_image_fid=298022]

Exclusive to sub-penthouses, penthouses, and townhouses is The Horizon Lounge, offers breathtaking bayside views and a communal kitchen for private gatherings.

&nbsp;

Read more:&nbsp;<a href="https://www.urban.com.au/news/vic/urbans-video-tour-of-r-iconics-luxury-penthouse-collection-in-south-melbourne">Urban's video tour of R.Iconic's luxury penthouse collection in South Melbourne</a>

A rare opportunity also presented itself down on the Mornington Peninsula with the launch of <a href="/buildings/osprey-safety-beach-15-martha-cove-boulevard-safety-beach-vic-3936">Osprey Safety Beach</a>, and award-winning development by Figurehead Constructions.

Osprey Safety Beach&nbsp;comprises just 18 two and three-bedroom apartments, and are as competitively priced as any new apartment in the burgeoning community.

[smartcode_project:default project_id=138447 project_image_fid=290648]

Projects by Buxton Director Heath Thompson is already seeing demand from several buyer camps.

"Where Osprey is located and the configurations it has on offer, it can suit several uses, which is attracting several different buyer types," Thompson says.

[smartcode_project:default project_id=138447 project_image_fid=290744]

"Local downsizers who either live in the immediate area or those who have large landholdings in some more remote areas of the Mornington Peninsula who want to be closer to the water, have been the most active buyers so far.

"Then there's those from Melbourne who want a lock up and leave, low-maintenance weekender that they can use themselves or lease as a holiday let when not in use."

Joel Robinson

City Beat October 2024: Units fare better than houses in soft Melbourne property market

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

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" />

&nbsp;

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."

First look exclusive: Former Savoy Hotel, Brighton apartment redevelopment revealed

Set to cater to the high-net worth local Bayside community, the residences will be priced between $5 million and $20 million, with the penthouse slated to be around 600 sqm

Melbourne-based developer Primeland is planning to create a $120 million luxury apartment and townhouse project on the site of Brighton's former Savoy Hotel.

The developer has ambitious plans to transform the 3400 sqm site into a mix of two and three bedroom apartments with unobstructed views across the bay from all three levels, private rooftop gardens for the penthouses, and a separate collection of luxury townhouses to the rear of the site.

Set to cater to the high-net worth local Bayside community, the residences will be priced between $5 million and $20 million, with the penthouse slated to be around 600 sqm.

Located at 150 Esplanade, Brighton, the site was first established as a private residence in 1909 before it was transformed into the Savoy Hotel in 1959 and later purchased by the Lee family in 1967, where it had remained under ownership for 55 years until Primeland’s acquisition.

The site is located less than 100 metres from Brighton’s most famed assets – the Brighton Bathing Boxes that proudly line Brighton Beach. They fetch between $300,000 - $400,000 when they ever come up for auction, but are more likely to stay in families for many generations.

Primeland chairman Robert Brij said the acquisition of the Savoy Hotel underpinned the developer’s strategic focus on the ultra-luxury residential sector.

“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 last few years have seen significant growth in our portfolio and capabilities as we focus on building a mixed-use pipeline across Australia in the hotel, industrial and residential sectors."

Brij believes there's a huge opportunity in Melbourne's ultra-high end residential market.

"We are confident in the continued demand for ultra-high end assets noting that this end of the market is largely unaffected by macro-economic factors or interest rate rises."

On the Savoy, Brij said it's the&nbsp;type of development site that will allow them to create something that will honour its location along one of Australia’s most famed Esplanades.

"We are excited to appoint a leading architect that shares this vision in the coming months and progress to the planning stage with council in due course,” he said.

Primeland has super-charged its pipeline in the residential sector in recent years with a string of acquisitions adding a number of hotel, mixed-use, residential and community-based infrastructure developments to its established industrial portfolio, taking the developer’s pipeline to a combined end value over $1 billion.

The more recent acquisitions include a boutique hotel/hospitality development to be designed by Cera Stribley, and a joint venture residential project with Pelligra - both in East Melbourne - where multidisciplinary design practice Carr is currently designing 14 ultra-luxury residences for the high-end market.

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