The story behind Central Element's push for ultra-luxury in Sydney's best suburbs: Five minutes with Managing Director Nathan Chivas

The age old adage is that the apple doesn't fall far from the tree.

That's the case at Central Element (CE), the family-ran apartment developer who are venturing into the "ultra-luxury" in some of Sydney's best suburbs.

In the last few months they've announced development approval for the redevelopment of the 1860s Ballamac House in Coogee, and an architecturally significant building on Hyde Park, while they also secured an arguably unrepeatable site in Bondi Beach.

The three developments are likely to set not only new benchmarks for the suburb, but also for CE.

Central Element Managing Director Nathan Chivas says setting new benchmarks in property development has been in Central Element’s DNA for decades.

"It was something my father always did in his development days," Chivas says. "Since founding Central Element in 2011, we've continued to evolve every year we've operated, and now we're moving into what we're calling the 'ultra-luxury phase'."

Chivas says they only want to develop in the best locations. But with that, you need to create an A-grade product.

“If you find a location and create A-grade product that matches that location, then you know you’ll have strong demand no matter where the property cycle is at,” Chivas says.

"In this end of the market, you really need to bring a story to life, whether it's through brining in heritage or other luxury design elements. Ultimately these types of developments need to be a cut above the rest. They need to be more than an apartment in a great location. The money demanded by these projects, and the buyers of the projects, demand nothing less. That extra layer of detailed design and amenity is warranted for locations like Coogee and Bondi."

The Sandridge & Wilga St site in Bondi. Image supplied

Chivas says the Hyde Park project at 271 Elizabeth Street will also be a step above what has ever been created in that area.

"They'll be some of the largest apartments Hyde Park has seen," Chivas says. "Not many other developments will be delivering house-like proportion residences like these. There's so little opportunity to build on Hyde Park, there's literally four streets, the majority of which is government-owned, so when you get that opportunity, you expect to never have one again in your lifetime, so you really have to push the boundaries to create something that will last."

It will suit those who want house-size city living, and demand for that kind of product far outstrips supply, Chivas says.

The mixed-use project, being developed in collaboration with equity partner MaxCap and the current landowner, will be designed by the renowned architects Murcutt Candalepas and will home just 42 apartments across 14 levels, above hospitality spaces.

It will be the first time architecture legend Glenn Murcutt and Angelo Candalepas will work together on a project for the City of Sydney.

The approved plans for 271 Elizabeth Street. Image supplied

These high end products don't often require traditional marketing methods, Chivas says.

"It's not like a typical on market campaign, the nature of the product bring with it a level of discreetness," Chivas says. There's already a handful of prospective buyers lining up that want to be a part of the Bondi site, and the only information available is the address.

"It so tightly held around the Bondi area, especially Ben Buckler and around to Icebergs. Those areas will likely never be able to be unlocked. Finding new product in that area really is a once in a lifetime opportunity for someone, which is why we've already been fielding enquiry from those high-net-worth individuals."

The groups will be the first to receive the early ideas for the project, and in this scenario will be able to work with CE and their chosen architect to tailor them to their liking.

CE recently launched their luxury Drummoyne waterfront apartment development, Bianca Drummoyne, which quickly garnered attention as a rare harbourfront offering, the first waterfront project to be released in Drummoyne since 2020.

Bianca Drummoyne will have just 12 luxury apartments on the harbour. Image supplied

There's been the expected demand from Drummoyne locals, as well as the affluent Hunters Hill area who are looking to downsize to the water. He says there's also been those from other areas who are closer to the Sydney Harbour precinct.

"Because of the price point, there's been enquiry from those who see value compared to if the project was in Double Bay or Mosman. Drummoyne still represents that luxury harbour lifestyle, a private beach, north-facing apartments with a resident swimming pool on the harbour and a ferry 100 metres away, without the price point of some of those more celebrity suburbs."

Chivas says waterfront coastal sites are always going to be top tier, and will never not have that demand factor.

"There's definitely a high priority to find those properties."

While many developers would be happy to be in the position CE are in with a work book of completed projects and a strong pipeline heading into 2024, Chivas says there's still the appetite to secure the next opportunity, although he says it's becoming increasingly more difficult to buy in Sydney's premium waterfront suburbs.

"It so tightly held around the Bondi area, especially Ben Buckler and around to Icebergs. Those areas will likely never be able to be unlocked. Finding new product in that area really is a once in a lifetime opportunity for someone, which is why we've already been fielding enquiry from those high-net-worth individuals."

The approved plans for Coogee's 1860 Ballamac House, to be launched in 2024. Image supplied

Chivas says sometimes there's no money in the world that would pry a family away from their land.

"All vendors have different ways of looking at things and expectations. They all have unique circumstances. Some are emotionally connected to their land parcels and want them to stay in the family name forever."

Chivas says there are some who have unrealistic expectations of what their land can be worth to a developer.

"Ultimately the land is worth what someone is willing to pay for it. But if it's a developer, and they want to create some sort of new development and come out of the other side higher than break even, then there's absolutely a ceiling as to how much the land is worth," Chivas says.

"There's always basic economics as to what you can achieve."

While not haven't to look much further than father Wayne for development inspiration, Chivas says he takes some learnings from Sydell Group, the hospitality and hotel operator famous for creating The Ned in London and the Park MGM in LAs Vegas.

"While they don't do residential development, they create these amazing stories in their developments where they've got the story telling factors, whether it's through celebrating heritage or hero-ing the location. It's definitely a brand we like and how they position themselves, their vision, delivery, and how they execute on a world class scale is certainly something we look to replicate.

"It's similar to what we do in a bit of a different way."

Chivas says he will be taking some inspiration from Sydell Group for their latest hospitality venture, the redevelopment of The Minerva in Potts Point, the iconic theatre which they're transofmring into a 63-key, five-star boutique hotel.

They were given the green light from the City of Sydney Council earlier this month.