Why Rosebery is Sydney's hidden gem: Urban chats with Ellerson Property Group directors Fayad and Remon Fayad

The Laneways is the newest address in Rosebery, on the fringe of the Sydney CBD.

Ellerson Property Group are developing the 118 apartment project across four buildings designed by Arc Architects.

The Laneways draws its name from a leafy pedestrian pathway connecting Mentmore Avenue to Dunning Avenue.

Urban sat down with Ellerson Property Group directors Fayad and Remon Fayad to discuss The Laneways.

JR: Why did you choose Rosebery as your first inner Sydney project?

Rosebery is one of the secret gems of Sydney’s inner city. It is strategically located between the beach and the CBD, has strong infrastructure centring around Green Square and a thriving café dining scene.  The opening of Gunyama Aquatic Centre is also a major leisure drawcard for health and leisure activities.

JR: How did you initially scope out the project?

The Laneways site was part of the former 12-hectare Sweetacre confectionary factory which gave the world such iconic lollies as Red Frogs, Jaffas and Minties.  The opportunity to breathe new life into the site, to build a micro-community in Rosebery was too good to pass up.  We reviewed the scale of surrounding residences and set about creating four buildings that would blend elegantly into the streetscape.

JR: What do you think buyers would love about Rosebery?

There is an inviting urban vibe to Rosebery that people find appealing.  The suburb has its own dining precinct with Blackstar Pastry and The Cannery serving up some of the best cuisine and coffee in Sydney.  It is also home to numerous fashion and design outlets which gives the area a creative design-driven look and feel.  

The blending of old industrial architecture with pared back modern luxury sits really well.  A strong design aesthetic can also be seen in the Green Square public library which entices readers of all ages.  

Pets are very much part of the family in Rosebery, so there are pet boutiques, grooming salons and dog-friendly cafes popping up near the large dog park across the road from The Laneways.

JR: What was the architectural brief?

To create a boutique development with great bones, that connected Mentmore Avenue and Dunning Avenue to promote walkability for residents and the wider community.  Also maximising the use of the rooftop terraces.

We also introduced a tech element into the design with the inclusion of Wi-Fi device chargers integrated into the kitchen benches and the inclusion of electric car charging bays in the basement.

JR: What are you most looking forward to seeing when the project is finished?

There is always a sense of achievement when the team finishes a building. You have taken an idea and brought it into reality.  The team feels a strong affinity for The Laneways; part of the community.

Something unique to The Laneways that we are particularly proud of, is our public art project Song of Frogs. In researching the site, we learned that as well as the famed Red Frog lolly connection, the area was once a wetland long ago with frogs inhabiting the area.

Armed with that knowledge, we commissioned some of Australia’s most formidable design and arts talents to design a succession of five unique bronze frogs that will inhabit the gardens connecting Mentmore and Dunning Avenue.  Gentle frog songs will be heard as people walk through The Laneways.  

We cannot wait to see the work of Ross Shepherd at Site Image, Tim Phillips from Tilt design, sculptors Clive Calder and Chris Hauge at the Australian Bronze Foundry at North Head installed.  We are also honoured to have exceptional artist Dennis Golding who is the Create NSW and Artspace Visual Arts Emerging Fellow for 2020 and award-winning indigenous contemporary art curator Tess Allas working on the design.

JR: Which buyer demographic do you think suits The Laneways and why?

We are getting great interest from owner occupiers that want the emotional connection of a new home in the inner city.  The project has been priced to offer options for both First Home Buyers who are starting their home ownership journey and next home buyers.  

JR: Where have the buyers come from?

Many of our buyers are from inner Sydney and work in the CBD.  Buyers committed to Rosebery have been watching construction take place and are buying into The Laneways.

We have also had buyers who have moved from locations such as the Hills and rented locally to get a feel for the area before deciding to buy in Rosebery.

JR: Any plans for your next development?

We are looking at Croydon Park for our next venture.  Again, a great location with its own unique character.