Name: Inside Rosella Murrumbeena apartments: Urban's Display Suite Tour
Uploaded: 2024-09-23T05:42:11+00:00
Description: James Gray from Progresio, the development partner at Rosella, says the idea behind Rosella was to create something Murrumbeena simply hasn't seen before

In a move that underscores the sustained demand for large-scale mixed-use development opportunities in metropolitan Melbourne, one of the city’s most significant infill development sites has been acquired by a prominent local developer.

The coveted Kinnear’s Precinct at 124-180 Ballarat Road, <a href="https://www.urban.com.au/developments/footscray-vic-3011">Footscray</a>, spanning nearly three hectares, has been snapped up from R&amp;F Property in a deal that highlights the precinct’s immense potential for urban renewal. While the final sale price remains undisclosed, it is understood it was in the vicinity of $40 million.

With an approved development plan already in place, the site can accommodate over 1,200 dwellings, setting the stage for a transformative urban project in one of Melbourne’s most rapidly evolving suburbs.

Footscray has been identified as a ‘Priority Precinct’ by the Victorian Government, a designation aimed at driving coordinated growth and investment to solidify its role as a major hub for residential, commercial, and cultural activities.

<img alt="Major Footscray development site changes hands in landmark deal" data-entity-type="file" data-entity-uuid="e31215d7-7893-43e7-8193-51c1d1062d99" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/124-180%20Ballarat%20Rd%2C%20Footscray%20markup2.JPG?VersionId=VwHkEL3EAGJsBVoN0laeKrKatV2azxx4" />

The Victorian Government’s Housing Statement, which outlines a vision for 800,000 new homes across the state over the next decade, further enhances the appeal of the Kinnear’s Precinct. Coupled with Plan Melbourne’s 70:30 objective to direct the majority of new housing into established areas, the site represents an unparalleled opportunity to deliver large-scale housing close to key services and transport links.

The site itself comprises a mix of partially vacant land and older warehouse buildings, with 128 Ballarat Road featuring a renovated heritage structure alongside a well-established display suite. Positioned within walking distance of public transport options and key infrastructure projects, including the new Footscray Hospital currently under construction, the location is primed for significant redevelopment.

<img alt="Major Footscray development site changes hands in landmark deal" data-entity-type="file" data-entity-uuid="a76e7aa9-196b-4afc-aa9a-fc5ef3fd3179" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/124-180%20Ballarat%20Rd%2C%20Footscray%20markup.JPG?VersionId=A7Hj2HtIhFNzNh.6IFQkFENLIDCG6wxB" />

Cushman &amp; Wakefield’s Joe Kairouz, Hamish Burgess and Leon Ma facilitated the sale following a highly competitive campaign that attracted strong interest from both local and international developers.

“The site’s significant scale, mixed-use zoning, approved staged development plan, and proximity to major employment hubs and lifestyle amenities attracted widespread interest, with a locally based developer ultimately securing the site under highly competitive terms,” Kairouz said.

Hamish Burgess said The Kinnear’s Precinct represents Melbourne’s premier opportunity to develop a world-class mixed-use project that harmoniously integrates Footscray’s rich history with modern placemaking.

"Its proximity to Melbourne’s CBD, combined with the area’s abundant amenities, makes it an exceptional location for creating a truly unique development.”

Joel Robinson

Demand for Melbourne apartment development sites ramps up as $40m Footscray block sells

Transport Oriented Developments (TODs) are generating significant buzz across Sydney. The acronym has been a new strategy implemented by the NSW Government to encourage, and increase, housing density near key transport hubs.

While TODs are the in thing, veteran developer <a href="https://www.urban.com.au/developers/deicorp">Deicorp</a> has long prioritized developments close to both established transport networks and future transport hubs.

Robert Furolo, Deicorp’s Executive Manager for Corporate Communications, says that connectivity to transport is a top priority when assessing development sites.

"We have over 1,500 apartments in various stages of planning, and all located not just within a kilometre of public transport, but just a few hundred metres away," Furolo explains.

"It’s essential for our future buyers that we offer excellent connectivity to the rest of Sydney, whether we're five or 40 kilometres from the city—the criteria remain the same."

Founded in 1999 by Fouad Deiri OAM, Deicorp has been a major player in Sydney's property market for over two decades. However, in the last five years, the company has ramped up its focus on addressing Sydney's housing supply issues. Currently, Deicorp has over 3,350 apartments under construction across Greater Sydney—a number set to grow in 2025 as the company embarks on some of its most exciting developments yet.

In 2024, the iCIRT-rated builder-developer completed more than 1,500 apartments across several key projects in <a href="https://www.urban.com.au/developments/zetland-nsw-2017">Zetland</a> and <a href="https://www.urban.com.au/developments/castle-hill-nsw-2154">Castle Hill</a>.

While completing projects is central to Deicorp’s business, it’s their ongoing contribution to alleviating Sydney’s housing shortage—and their ever-growing pipeline of new developments—that has many industry peers taking notice.

In addition to last year's completions, Deicorp ventured into new markets, demonstrating their ability to succeed in different locations, provided the site meets the needs of the end buyer. In 2024, they launched three new projects in these markets: Melrose Central in Melrose Park, Marquet &amp; Mary in Rhodes, and Cosmopolitan in Parramatta.

[smartcode_project:default project_id=134220 project_image_fid=289878]

<a href="https://www.urban.com.au/new-apartments/melrose-central-melrose-park-657-661-victoria-road-melrose-park-nsw-2114">Melrose Central</a> is one of Deicorp’s largest developments to date—a $700 million, mixed-use project featuring just under 500 apartments. This development will be the heart of the Melrose Park precinct, with six buildings designed by Turner Studio sitting atop a five-level podium.

The podium will house a 30,000 sqm shopping centre anchored by a Coles supermarket, along with specialty stores, wellness facilities, and retail and hospitality venues. The site is directly in front of the future Melrose Park light rail stop. Sales were brisk at its launch in August, with significant numbers achieved through CBRE.

<a href="https://www.urban.com.au/new-apartments/marquet-mary-rhodes-1-9-marquet-street-rhodes-nsw-2138">Marquet &amp; Mary</a> marked Deicorp’s first development in Rhodes. The soaring 42-level, 274-apartment tower, designed by FK Australia, is located opposite Rhodes Station, while their <a href="https://www.urban.com.au/new-apartments/cosmopolitan-by-deicorp-parramatta-34-hassall-street-parramatta-nsw-2150">Parramatta project Cosmopolitan</a> will bring over 600 apartments across two towers on Hassall Street, on the doorstep of the Robin Thomas Light Rail station.

&nbsp;

[smartcode_project:default project_id=141515 project_image_fid=287863]

2024 also saw the completion of Downtown, part of Deicorp’s major revitalization of Zetland. This project was also Deicorp’s first completed development with Latent Defects Insurance.

With a significant footprint in central Sydney through Hyde Metropolitan and the redevelopment of the Polding Centre, Deicorp is also active in the fast-growing Hills Showground Precinct in Castle Hill, right next to the newly opened Metro station.

Looking ahead to 2025, Deicorp will continue its momentum, adding several thousand apartments to its construction pipeline. Later this year, they will begin their largest development to date—Kings Bay Village in Five Dock. Located near Parramatta Road, bus stops, and the future Five Dock Metro station (set to open in 2032), Kings Bay Village will deliver nearly 1,200 apartments to Sydney’s undersupplied housing market. The development will feature six towers sitting atop a commercial, retail, and community podium, with a central plaza running between the towers.

Furolo is excited about the project’s significance for both Deicorp and the local Canada Bay area.

“Every conversation we have—whether with industry professionals or potential investors—everyone is asking about the timeline for Kings Bay Village,” Furolo says.

“The precinct will offer everything. Of the 1,200 apartments, 15 percent will be set aside for affordable housing—an integral part of our ethos that we’ve been committed to for several years now.”

The scale of Kings Bay Village means it will contribute 23 percent toward Canada Bay Council’s goal of delivering 5,000 new homes by 2029.

Deicorp hopes to secure approval for the project in mid-2025, after which they will begin clearing the site and undertaking land remediation.

Furolo highlights that Deicorp’s competitive edge lies in their ability to act quickly once approvals are in place.

"Once we secure approval, we waste no time," he says. "We immediately begin preparing the site for construction. During the planning and design phase, we assess the market, so we already know there’s demand for this type of product in this location. This allows us to deliver housing supply consistently across Greater Sydney."

In 2025, Deicorp will again expand into new areas, with its first development on the Lower North Shore. <a href="https://www.urban.com.au/new-apartments/falcon-alexander-8-alexander-street-crows-nest">Falcon &amp; Alexander</a> in Crows Nest will rise 22 levels from the corner of Falcon and Alexander Streets, near key transport links. The building will offer 188 one, two, and three-bedroom apartments, 15 percent of which will be affordable. Furolo anticipates the project will be especially popular with downsizers in the area.

Additionally, Deicorp will break ground in Macquarie Park, another hot development zone. They have plans for a 17-level tower with 180 apartments, designed by DKO, just 300 metres from the Macquarie Park Metro station and shopping centre.

Deicorp’s Chairman, Fouad Deiri, stresses the importance of connecting housing to transport infrastructure.

“Being able to provide affordable homes for essential workers in such a prime location makes these projects all the more meaningful,” Deiri says.

In 2024, the iCIRT-rated builder-developer completed more than 1,500 apartments across several key projects in Zetland and Castle Hill

How Deicorp is shaping Sydney’s housing future with transport-oriented apartment developments

As a developer who has been one of the biggest contributors to the Sydney housing market for over two decades, it would be easy for ALAND Founder Andrew Hrsto to rest on his laurels.

Founded in 2002 by Hrsto from his kitchen table, ALAND has delivered over 4,000 apartments in the last 22 years, predominantly focused around Sydney’s west, with a further 1,300 currently under construction.

But there’s no slowing down for Hrsto, who remains as hands-on in the business as he was two decades ago, when it was just him and a small team of two — who are still part of <a href="https://www.urban.com.au/developers/aland?referrer=ALAND">ALAND</a> today. Now, with over 6,000 apartments in planning and 200 employees across the development and construction sectors, ALAND’s workforce is only expected to grow as the company looks to venture into different market segments.

“First and foremost, our whole company ethos is to look after people,” Hrsto says, referring to both his staff and the buyers of ALAND apartments. “The obligation is to the buyers, and that has been the foundation of our business from day one. We knew if we did that, then every other element would fall into place.” Catching up with Andrew recently, he shared a story of a founder who isn’t just “on the tools” metaphorically, but literally.

His daily routine involves engaging with the community, interacting with apartment buyers, and occasionally donning a hard hat on site. “We’re a community-focused developer,” Andrew says. “It was never in our DNA to be anything different. It wouldn’t make sense to us to build something that wasn’t in line with what the community wanted.”

After five years in planning and project management, Hrsto decided to take the leap. “It was in the late 2000s that we went full end-to-end, handling both development and construction,” Andrew says. They soon expanded their scope, bringing building management into the fold. “When we develop, we’re in that building for life,” Andrew adds.

ALAND is well known for delivering more than just buildings — it creates precinct-style communities.

“We started developing multi-stage projects just before COVID, and that allowed us to plan the whole process. It gave us more room to work with, considering the size of the development site. It enabled us to look beyond just a building and create a community that serves not only our future residents but the whole local area.”

This approach is evident in their multi-stage masterplan for Gladstone Village, where ALAND is delivering over 1,000 apartments to Merrylands, just outside Parramatta.

[smartcode_project:default project_id=7642 project_image_fid=283648]

In addition to three buildings offering a mix of one, two, and three-bedroom apartments, Gladstone Village features significant public amenities: a large grass park, an outdoor gym, a kids’ playground with a water play zone, a games area with table tennis tables, a life-sized chess board, and barbecue and alfresco facilities. Residents will also have private access to a rooftop pool, yoga lawns, outdoor cinemas, and a private forest walkway with a dedicated pet zone.

“Gladstone Village really typifies what we want to achieve and are continuing to execute in 2025,” Andrew says. “While we’re building homes for Western Sydney, there’s more to development nowadays. You have to contribute to the wider public, and that’s what we try to do with every masterplan we put our name to.”

Nearby, ALAND will soon launch <a href="https://www.urban.com.au/new-apartments/22-32-queen-street-campbelltown">Queen Square</a>, on its prime gateway site in Campbelltown. The abandoned Brands on Sale outlet at 22-32 Queen Street will become a new community with around 558 apartments across five buildings. The two-hectare site will also comprise an Eat Street with retail and hospitality spaces and over 4,000 sqm of publicly accessible space, including a two-level community building with an auditorium, kiosk, and multi-purpose spaces.

<img alt="ALAND" data-entity-type="file" data-entity-uuid="2cf8c06c-065d-4c1e-a94b-7b0e3cc3e4a6" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202025-02-20%20at%2010.47.24%E2%80%AFAM.png?VersionId=o9vRFRY0cmHdHDS5nJDBPEr1xI107X9d" />

Many developers stick to what they know, sticking to safer, more familiar paths. Hrsto, however, has a different approach. In 2022, Andrew and the team stepped out of their comfort zone, acquiring a prime development site in Gosford, the gateway suburb to the Central Coast. For a developer that had exclusively focused on Sydney’s western suburbs, this was a significant jump—not just geographically, but also in the execution of a new type of development. “We were probably biting off more than we could chew,” Andrew jokes.

Andrew explained that they approached the Gosford project somewhat blindly, as the approved plans included a hotel component—an area <a href="https://www.urban.com.au/developers/aland">ALAND</a> hadn’t previously ventured into. But Andrew and his team returned to the company’s core values: if they did right by the buyer and the community, the rest would fall into place.

“Gosford proved to be a really interesting test for us as a business, pushing us to branch out and take on something we hadn’t done before, in a region we hadn’t developed in,” Andrew says. Fast forward two years from site acquisition, and the two-tower development, Archibald by ALAND, is nearing completion. With 99% of the apartments already sold, the project is one of the best-selling apartment developments the Central Coast has ever seen.

<a href="https://www.urban.com.au/new-apartments/archibald-by-aland-108-donnison-street-gosford">Archibald by ALAND</a> includes 327 apartments and a 130-room hotel to be run by IHG VOCO, as well as ground-floor hospitality and a rooftop sky bar. During the development and construction phase, Hrsto has also established another new capability for ALAND: an internal hotel management arm.

[smartcode_project:default project_id=134670 project_image_fid=208153]

“A mixed-use hotel and apartment development is now very much something we can run end-to-end, and manage both components of the development well into the future,” Andrew says.

Having seen such success in their first <a href="https://www.urban.com.au/developments/gosford-nsw-2250">Gosford</a> project, they are now moving ahead with their second: <a href="https://www.urban.com.au/new-apartments/amalfi-by-aland-50-70-mann-street-gosford">Amalfi by ALAND</a>, on Mann Street, which will feature around 506 apartments and 9,530 sqm of retail space.

ALAND’s 2025 development pipeline is as robust as ever, with the diversified developer planning projects across traditional build-to-sell, build-to-rent, co-living, student accommodation, hotel, and hospitality sectors.

“2025 is shaping up to be a massive year for us,” Andrew says.

“We’re taking on new challenges, pushing the boundaries, diversifying our offering, and delivering projects that set a new standard in the industry. I’m excited to see the hard work of our team come to life, and to continue contributing to the communities we serve.”

Inside the success story of one of Sydney’s most prolific apartment developers

Prahran's new apartment market is set for a bumper 2025, with several developments soon to come to market.

Tom Howgate's <a href="https://www.urban.com.au/developers/kincrest">Kincrest</a> is soon to launch <a href="https://www.urban.com.au/new-apartments/the-osment-prahran-3-7-grattan-street-prahran">The Osment</a>, 22 apartments overlooking Grattan Gardens, while Adam Coff's <a href="https://www.urban.com.au/developers/coff-property-group">Coff Property Group</a> recently secured approval for <a href="https://www.urban.com.au/news/vic/coff-property-secure-permit-for-luxury-prahran-townhouses">17 townhouses on Chomley Street</a>.

The latest entrant to the market is B&amp;B Property Group, who have secured the longtime St Edmonds Road home of InterFlora, the international flower and gift distributor, who hve ben in the two-level office building for the last two decades.

They will be finalising plans over 2025, but won't settle on the $9 million purchase until 2026 when Interflora relocate their new head office in <a href="https://www.urban.com.au/developments/west-melbourne-vic-3003">West Melbourne</a>.

Gorman Commercial's&nbsp;Peter Bremner and Jonathon McCormack secured the Prahran sale of the 964 sqm site which came with a&nbsp;design and development overlay allowing multi-level apartments or a mixed-use development to be built on the site.

The property is centrally positioned in Prahran just off Greville Street near Prahran Train station and Chapel Street, and between Malvern Road &amp; High Street.

Ben Buxton of B&amp;B Property Group said St Edmonds Road is a&nbsp;standout street <a href="https://www.urban.com.au/developments/prahran-vic-3181">in the suburb</a>.

"The site and location presented us with a great opportunity to introduce an above market product to one of Melbourne’s oldest and most eclectic locales," Buxton says.

"The proposed building, designed by Cera Stribley Architects is a timeless homage to the colourful and creative spirit of the area."

The apartments, which will sit above ground-floor commercial and retail offerings, will be enveloped in landscaping by Jack Merlo and feature interiors by Hecker Guthrie.

Gorman Commercial's&nbsp;Peter Bremner said the show of confidence by B&amp;B Property Group to acquire the site despite some continuing headwinds in the development market indicates the strength of the location and lack of future supply of sites in this central Prahran area.

“There was interest in the property from owner occupiers seeking to buy the building for their own office headquarters, but as it turned out the development value exceeded the office value which can often happen in these prime inner city fringe locations."

Prahran new property market set for busy 2025

Over the past decade, <a href="https://www.urban.com.au/developers/princeton">Princeton Financial Services</a> has been working quietly behind the scenes as a very successful, fully integrated fund management, lending and development business.

But in recent years, with a trophy penthouse in <a href="https://eurangibondibeach.com.au/">Eurangi</a> Bondi Beach approaching completion, Princeton is establishing itself as a more recognised name in the new residential development market.

Established in 2012 by current directors George Gadallah and Craig Anderson, Princeton's journey began four years earlier, after the 2008 global financial crisis shook the world.

Gadallah, an executive at St George Bank at the time, had a lightbulb moment.

"The GFC eradicated the non-bank lending sector altogether," Gadallah recently told Urban.

"At the same time, capital was reduced by the banks, who now considered lending to the development sector as a risk, so they largely exited the sector. The big banks were focusing on buying regional banks, as Westpac did with St George, and the monopoly of the Big Four as we know it now started to form."

In 2012, Gadallah and Anderson launched a Commercial Real Estate Debt (CRED) fund, a segment with no competition. It was, in fact, one of the first CRED funds since the GFC.

"We took the learnings from what had come before and deployed them in a sustainable business model," Gadallah says.

Fast-forward eight years, and the market became crowded. Gadallah had worked through development cycles since the mid-1990s and identified an opportunity to pivot into residential development.

They acquired development sites across a wide range of Sydney metro suburbs, from Campbell Parade on the dress circle <a href="https://eurangibondibeach.com.au/">Bondi Beach</a> to a warehouse in Balmain that will be one of the last warehouse conversions in the Balmain village.

Gadallah says every development Princeton delivers will be of a standard that is well above its peers in its respective market.

"We're taking the same level of finish from our $20 million Bondi Beach penthouse to areas that haven't had that level of quality before," Gadallah said.

"We engage some of the country's best architects and interior designers, creating bespoke buildings in areas they've never really designed anything in before. This is the unique offering we want to take to different suburbs across Sydney."

While understanding the drivers in the property industry, Princeton has been an early adopter of Resilience Latent Defects Insurance. This new policy protects buyers from structural defects on new apartment buildings for up to 10 years.

"We are committed to providing certainty to our purchasers by utilising the best-in-class products that provide peace of mind and warranties for any defects," Gadallah says.

Princeton's current portfolio includes the luxury Eurangi in <a href="https://eurangibondibeach.com.au/">Bondi Beach</a>, The Llewellyn Series in Balmain, a unique collection of warehouse homes, <a href="https://www.urban.com.au/new-apartments/marque-rockdale-602-608-princes-highway-rockdale">Marque&nbsp;</a><a href="https://www.urban.com.au/developments/rockdale-nsw">Rockdale</a>, 58 apartments with LDI, and Sydney Park Terraces, a recently completed set of only eight bespoke terraces in <a href="https://www.sydneyparkterraces.com.au/">St Peters</a>.

Princeton is also due to launch two other projects to market in the second half of this year.

On Princeton's geographic spread of new development, Gadallah says they won't be tied to developing in one location.

“We focus on developing unique assets in high demand, high amenity locations. If a site and our unique lending metrics fit that criteria, we’ll look at it.”

Princeton's decade-long evolution from commercial fund to luxury off the plan apartment developer

Video

James Gray from Progresio, the development partner at Rosella, says the idea behind Rosella was to create something Murrumbeena simply hasn't seen before

This family-friendly suburb of Murrumbeena, VIC 3163 is right by Chadstone Shopping Centre and a short trek from the gorgeous Brighton Beach. Head over to Urban.com.au for 24 off-the-plan apartment options that will get you into this fantastic area. Your new apartment is being built right now!

Inside Rosella Murrumbeena apartments: Urban's Display Suite Tour

Joel Robinson

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