AXF Group

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Urban.com.au recently spoke with AXF Group Managing Director Richard Gu regarding all things property, and the future intent of the now well established Melbourne-based developer.

Created during 2005 (with the help of Shanghai-based parent company Xiangfu), AXF Group first cut its teeth in the apartment sector with a medium-density complex located at 18-26 Bell Street, Heidelberg. While the Heidelberg project was completed during 2010, the current day AXF Group holds a stable of development opportunities with one common goal: the delivery of high quality living spaces.

Imperial Doncaster heads the current crop of apartment developments with construction well advanced on the project. Located on Doncaster Hill and maintaining views over Melbourne's CBD, the project is near on two months ahead of schedule with contractor Hacer Group expected to reach completion during June.

<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/image6_0.jpg" rel="gallery-all" title="Imperial Doncaster. Images courtesy Hacer Group"><img alt="" class="image-article-full-width-580px" height="472" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image6_0.jpg?itok=4DuZUNjf" title="Imperial Doncaster. Images courtesy Hacer Group" width="580"></a>

<figcaption>Imperial Doncaster. Images courtesy Hacer Group</figcaption></figure>Stressing the development's quality location and ample apartment formats, some of which are at 200 square metres, Richard explained that a recent Chinese New Year limited-time offer to waive stamp duty on any purchases within Imperial had helped push sales ahead. With practical completion in sight, AXF Group are now releasing the developer’s reserved stock within the Buchan Group-designed project.

It's the market positioning, intrinsic quality and subsequent success of Imperial within a cluttered Doncaster apartment market which has in part helped AXF Group define their development course for the immediate future. 85% of purchasers within Imperial are noted as owner-occupiers with 15% of apartments offered sold for in excess of $1 million.

According to Richard, AXF Group like many other developers was heavy with developments slanted toward investors rather than owner-occupiers. Yet with the success of Imperial the focus has shifted toward attracting the premium owner-occupier in forthcoming developments.

Subsequently two high profile development sites have or are in the process of being moved on by AXF Group. Footscray's Kinnears Rope Factory site with the prospect of 1400 dwellings and 1,000sqm of retail space has sold to a mainland Chinese developer, while the well publicised 545 Station Street in Box Hill is also for sale. With approval for 419 dwellings and a potential serviced apartment component, Richard is confident the site and endorsed plans will attract a buyer.

This shift in AXF Group's paradigm is well demonstrated in Melbourne's CBD. Based upon the group's observations Richard believes that the influx of recent apartment projects has lead to a glut of investor-grade apartments while the top-end resident has been neglected to a degree. While tight-lipped about a specific address, Richard says AXF Group will soon unveil a new development in the 'Paris End' of the CBD, well away from the investor-driven towers sprouting up in the western and northern areas fo the CBD.

This CBD project will be front and centre in AXF Group's efforts to target the owner-occupier market.

Asked on the progress of another intended project at 180 Russell Street, Richard revealed that the marquee tower has received some design refinement based upon discussion with State planning officials and that the project is still firmly on track. First revealed by Urban.com.au, the Buchan Group-designed mixed-use tower would include a hotel component, apartments and an active civic scape fronting the Chinatown precinct and Russell Street.

<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/image7_2.jpg" rel="gallery-all" title="Artist's impression of 180 Russell Street's street level activation. Image courtesy Buchan Group"><img alt="" class="image-article-full-width-580px" height="421" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image7_2.jpg?itok=sm0W2c-N" title="Artist's impression of 180 Russell Street's street level activation. Image courtesy Buchan Group" width="580"></a>

<figcaption>Artist's impression of 180 Russell Street's street level activation. Image courtesy Buchan Group</figcaption></figure>In line with the realignment of expectations, AXF Group has elected to suspend the planned roll-out of their So Stay serviced apartment brand for the time being.

Further afield AXF Group have spread into the Sydney market with similar high-end intentions in mind. While both Parramatta and Liverpool maintain robust apartment markets, AXF Group intend to emulate the traits of Imperial in targeting the premium portion of the market. There is no surprise at Richard's synopsis of the current Melbourne and overall Australian apartment market; while there is oversupply in certain market sectors, excellent opportunity and undersupply exists for refined, quality apartments,

That's an opportunity which AXF Group intends to capitalise upon.
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silvermb

Richard Gu on the refined intentions of AXF Group

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Melbourne’s Chinatown district is set to see its most dramatic transformation in decades if <a href="http://www.axfgroup.com.au/">AXF Property Group</a> gain approval for their latest project, having recently submitting plans for yet another controversial residential tower.

Following approval for Melbourne's tallest suburban apartment tower located in Box Hill, AXF Group have this time acted upon the Total Car Park site at 180 Russell Street. Pushing forward with their CBD plans which were first mooted during late 2012, the development asks to demolish he well known Total Car Park and replace it with a 70 level, 271m mixed-use building which would dramatically alter the city skyline and become a stand out development amongst the relatively low-rise Chinatown district.

<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/Image11_12.jpg" rel="gallery-all" title="Image © Buchan Group"><img alt="" class="image-article-full-width-580px" height="334" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/Image11_12.jpg?itok=ncjBupnm" title="Image © Buchan Group" width="580"></a>

<figcaption>Image © Buchan Group</figcaption></figure><h2>Application briefs</h2>

<ul>
<li>Site Area of 2,057m2, currently consisting of a 7 level car park + 4 level office building</li>
	<li>Proposed is a 70 level, 271m tower</li>
	<li>Residential Apartments + 5 Star Hotel</li>
	<li>105,961m2 GFA</li>
	<li>506 Residential Apartments + 200 Hotel Rooms</li>
	<li>250 Car Spaces + 335 Bicycle Space</li>
	<li>Sky Lobby + Restaurant on Levels 66 &amp; 67</li>
	<li>Hotel Meeting and Banquet Facilities on level 54</li>
	<li>New activated 24/7 Civic Space for Chinatown</li>
</ul>
Drawing upon inspiration from the Chinese cultural tradition of landscape painting and imagery for the building’s design, architects <a href="http://buchan.com.au/">Buchan Group</a> have taken full advantage of the high profile location by implementing a highly activated 5 level podium. Included within the podium are food and restaurant spaces, a multi-purpose hall, Chinese gallery plus extensive bar and entertainment spaces.

At ground level the design has been carefully crafted to allow for the addition of a new civic space for the Chinatown precinct, creating a new 24/7 meeting point for the area. Included within this new space will be a “stoop” which will be placed at the intersection of Little Bourke and Russell Streets to allow for the public to sit and watch the activity of the street and public place as well as a landscaped copse and tea house.

<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/Image12_8.jpg" rel="gallery-all" title="Expected street level interface. Image © Buchan Group"><img alt="" class="image-article-full-width-580px" height="341" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/Image12_8.jpg?itok=TgStdW1c" title="Expected street level interface. Image © Buchan Group" width="580"></a>

<figcaption>Expected street level interface. Image © Buchan Group</figcaption></figure>The inclusions of pavilions which act as entries for the hotel and residential components of the building, and canopies within the podium also allow for increased activation with the public realm. Rising above the podium will be the main body of the tower, holding the majority of the projects apartments which will be situated on levels 6-49. Level 29 of the building sees resident’s facilities which includes an obligatory pool.

A 5-Star hotel is also proposed with suites carried within the “crown” of the building which has been designed to change external appearance throughout the day and night, seeking in part to act as a beacon and become the landmark structure within the Chinatown district.

It is not all smooth sailing for the AXF Group however with demolition of the Total Car Park likely to face tough opposition after being recommended for heritage protection. Completed in 1965, the car park has been slated for heritage protection since the 1980’s with it said to encompass influences from the Japanese avante garde architecture of the 1950’s and 60’s as well as bringing to Melbourne its first taste of brutalist architecture. Incidentally the style was recently described by Planning Minister Matthew Guy as a style that “legitimises ugly buildings”.

<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/8286437244_c8d1717a34_c2.jpg" rel="gallery-all" title="The existing Total Car Park. Image courtesy melbourneheritage.org.au"><img alt="" class="image-article-full-width-580px" height="389" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/8286437244_c8d1717a34_c2.jpg?itok=_A5RMKrU" title="The existing Total Car Park. Image courtesy melbourneheritage.org.au" width="580"></a>

<figcaption>The existing Total Car Park. Image courtesy melbourneheritage.org.au</figcaption></figure>The loss of the building would also see the popular live music venue and night club “Billboards” situated in the basement, shut down. In the situation where the building does find itself on the heritage register, the application states that demolition will be sought on the basis of economic grounds, mostly due to the fact that the very low ceiling heights stop it from being used outside of a low tier car park. The application further suggests that significant changes have been made to Total House (atop the car park) in addition to painting of the once exposed bare concrete and replacing old shop fronts with new shop fronts.

With the site also subject to a 60m height limit, the application seemingly faces a challenging journey on its way to approval. Although should the building go ahead, has the potential to change Melbourne's skyline in an indelible fashion.

Nonetheless it could be a case of Big Trouble in Little China.
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melbournee12

Planning Application > 180 Russell Street, Melbourne

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Most readers would be aware of the AXF Group project titled Sovereign Square which has garnered considerable media attention of late owing to the fact it will become suburban Melbourne's tallest building. Whilst Sovereign Square has moved to public registrations of interest via its <a href="http://www.sovereignsquare.com.au/" target="_blank">website</a>, a raft of other projects in Box Hill are set to rapidly transform the scale and feel of the area.

<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/External%20Image_0.jpg" rel="gallery-all" title="Sovereign Square. Image © Buchan Group"><img alt="" class="image-article-full-width-580px" height="1030" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/External%20Image_0.jpg?itok=PWdsKFr_" title="Sovereign Square. Image © Buchan Group" width="580"></a>

Looking through the Urban.com.au database Sovereign Square is one of nine projects in Box Hill and Box Hill North that are at various stages of the development cycle. Together these projects will deliver near 1000 new dwellings to the area.

With established education, health, transport and retail options plus a diversified population base Box Hill also lends itself to a myriad of mixed-use developments. Leading the charge is the currently under construction 20 level, near 80 metre office complex at 913 Whitehorse Road. Built by Grocon for Cromwell Property Group, the 19,680 square metre facility is 97% leased to the Australian Taxation Office and marks a break-out tower for Box Hill both in terms of height anf bulk.

On the hotel scene, 1 Elland Avenue (below left) is currently for sale with a pre-lease for the development's 49 serviced apartments held by City Edge Apartment Hotels, adding further diversity to the City of Whitehorse's primary hub.

<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/Image6_14.jpg" rel="gallery-all" title="1 Ellard Avenue &amp; 913 Whitehorse Road"><img alt="" class="image-article-full-width-580px" height="411" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/Image6_14.jpg?itok=vx-F4vSc" title="1 Ellard Avenue &amp; 913 Whitehorse Road" width="580"></a>

The latest proposal for Box Hill comes in the form of a dual tower development designed by Peddle Thorp Architects. At 26 levels the complex may well raise eyebrows in the area due to size and height, yet the approval of Sovereign Square has set a precedent to a degree.

Peddle Thorp's take on the project:

<blockquote>
The Box Hill Mixed Use Development will consist of 330 apartments over 26 levels. The residential tower amenities are enhanced by the new 'retail street' at ground level. At podium level the 'sky garden' gives access to a range of cafes, bars and restaurants that spill onto a sun filled green space. The second skin to the residential tower allows the occupants to control the light and privacy in their homes, whilst creating a facade which is 'alive' and forever changing.
</blockquote>

<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/Image18_1.jpg" rel="gallery-all" style="font-size: 12px;" title="Image © Peddle Thorp"><img alt="" class="image-article-full-width-580px" height="718" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/Image18_1.jpg?itok=LsIedXDk" title="Image © Peddle Thorp" width="580"></a>

So what will the Box Hill of the future resemble? South Yarra immediately comes to mind, particularly in terms of developing a mini-skyline with similar proportional characteristics - a throng of medium sized towers of 7-12 levels perforated by a handful of high-rise buildings nearing or beyond the 100 metre mark.

The major advantages that Box Hill holds over suburban centres such as South Yarra, Doncaster Hill or Preston is its well established and centralised institutional and commercial sectors which act as strong employment generators for the area, allowing in part apartment developments to flourish. All the ingredients are there for Box Hill to expand immensely, the question posed is how big could Box Hill of the future become?
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Box Hill gathers momentum

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Having observed Melbourne's growing appetite and subsequent construction boom in apartments for over ten years, certain trends become abundantly clear. One such trend is the widening chasm in design quality between Melbourne's inner city and middle/outer suburban apartment stock. Whilst many inner city apartment projects maintain a certain design quality, the majority of those in middle and outer suburbs tend to be precast creations, low in design quality and devoid of character - but not all.

Enter Imperial Apartments atop Doncaster Hill.

<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/GS_Doncaster_External%20Daylight%20V1_RETOUCH.jpg" rel="gallery-all" title="Sweeping view offered by Imperial Apartments. Image © AXF Group"><img alt="" class="image-article-full-width-702px" src="/sites/urbanmelbourne.info/files/styles/article_full_width_702px/public/pictures/article-images/GS_Doncaster_External%20Daylight%20V1_RETOUCH.jpg?itok=0h0YFEEs" title="Sweeping view offered by Imperial Apartments. Image © AXF Group" typeof="Image"></a>

Ever expanding Melbourne developer <a href="http://www.axfgroup.com.au/" target="_blank">AXF Group</a> have teamed with <a href="http://buchan.com.au/" target="_blank">Buchan Group Architects</a> to deliver an impressive design that responds to its surrounds. With frontage to Williamsons Road and perched atop Doncaster Hill, the terraced design utilises its incredible location to maximise sight lines from apartments over all levels - something generally not afforded to most developments. Relative to nearby apartment buildings, many of which were developed some years ago, Imperial sets the standard for Doncaster in terms of presence and design quality.

Yet the true test of an apartment building's quality lies within. Imperial will contain 96 apartments over ten levels, with one, two and three bedroom options available. Internal design firm <a href="http://www.gabrielsaunders.com.au/" target="_blank">Gabriel Saunders</a> have been commissioned to provide a Couture service allowing purchasers to customise their apartments to the their personal preferences. Fixtures &amp; fittings will also be high end with Imperial apartments featuring timber floors, marble bench tops, Bosch or Miele appliances, Two-Pac joinery, porcelain tiles and designer lighting.

<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/GS_Doncaster_Living_RETOUCH.jpg" rel="gallery-all" title="A lightfilled and spacious apartment, typical of those at Imperial. Image © AXF Group"><img alt="" class="image-article-full-width-702px" src="/sites/urbanmelbourne.info/files/styles/article_full_width_702px/public/pictures/article-images/GS_Doncaster_Living_RETOUCH.jpg?itok=fnpW_St0" title="A lightfilled and spacious apartment, typical of those at Imperial. Image © AXF Group" typeof="foaf:Image"></a>

All dwellings include large outdoor spaces as seen above and below, particularly those with a western orientation accomodating CBD views. Mt Dandenong to the east or the undulating eastern suburbs elsewhere are also visible.

Another aspect setting Imperial apart is Imperial PLAY - a Mini iPad integration system for centralised control of lighting, multi zone audio, energy reporting and entertainment devices. <a href="http://www.pushcontrols.com/" target="_blank">Push Controls</a> in collaboration with Sonos and Spotify have conceived this unique home lifestyle technology system that allows the operator functionality at their fingertips. Light control, music, DVD, TV and Foxtel options to name a few can all be manipulated via a custom portable unit available to each apartment.

<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/GS_Doncaster_Living%20Penthouse%20V3_RETOUCH.jpg" rel="gallery-all" title="The penthouse oozes style and quality. Image © AXF Group"><img alt="" class="image-article-full-width-702px" src="/sites/urbanmelbourne.info/files/styles/article_full_width_702px/public/pictures/article-images/GS_Doncaster_Living%20Penthouse%20V3_RETOUCH.jpg?itok=7pJitljd" title="The penthouse oozes style and quality. Image © AXF Group" typeof="foaf:Image"></a>

Imperial's residential facilities are also of an exceptional standard and include a proposed open terrace residents garden, modern gym and a residents business lounge complete with a theatre while car parking and storage spaces come standard to each apartment.

So there you have it, an impressive line-up of features for an apartment development designed to sit above all others. With apartment prices beginning from $375,000, Imperial offers an high quality product in a suburb where the median house price sits comfortably <a href="https://www.propertyobserver.com.au/http://www.propertyobserver.com.au/victoria/melbourne-experiences-strongest-march-quarter-price-growth-for-a-decade-with-51-boost-to-%24561000-median-reiv/2013041260356" target="_blank">above $800,000</a> - a viable alternative for those seeking a 3108 postcode without the asscoiated price tag. Harking on my earlier point, if more apartment developments were to feature the thought and quality of Imperial's design, apartment living through Melbourne middle and outer suburbs would be that much more better for it.

<div>
Completion is anticipated during early 2015.

For further information, see <a href="http://www.imperialdoncaster.com.au" target="_blank">www.imperialdoncaster.com.au</a> or contact AXF Property on 03 8680 4888.
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