Icon Developments

With Melbourne&#39;s rolling lockdowns, and the want for more space over the last 18 months, townhouses have become one of the most in demand properties across the state.

Icon Developments Scott Jarzynka says townhomes have become a favourite for young families, as the local high-density dwellings currently available on the market don&#39;t offer the space they need.

&quot;This demographic of home buyers are wanting to stay in the inner-city, with the convenience of local public transport and parks,&quot; Jarzynka says.

&quot;Townhomes are the answer, providing a great location, convenience to their lifestyle and space.&quot;

Nat Eisen, at Eisen Property,&nbsp;&nbsp;says he&#39;s seen demand heighten for townhouses and larger apartments, with the latest rounds of COVID lockdowns not dampening buyer appetite.

&quot;We noticed stronger enquiry during lockdown, with those stuck at home researching real estate and wanting more space,&quot; Eisen says.

Eisen has been marketing the boutique townhouse development Inkerman &amp; Nelson in Balaclava, selling nearly all of its 27 townhouses, with just two remaining.

[smartcode_project:default project_id=25572 project_image_fid=87503]

Icon Developments had MAArchitects design the townhouses solely for the owner-occupier. Each townhouse, set in gardens landscaped by Eckersley Garden Architecture,&nbsp;has two or three levels, three or four-bedrooms, and two parking spots.

Icon say that Eckersley&#39;s&nbsp;distinct interpretation of &ldquo;family&rdquo; styled gardens moves away from traditional multi-residential landscaping, to ensure each space is made to feel like a stand-alone home.

Eisen says&nbsp;most of the buyers have been young families who live in the area who put location and lifestyle above everything.

But there&#39;s also been appetite from double income professionals who are looking to upsize locally.

[smartcode_project:default project_id=25572 project_image_fid=87502]

&quot;Most buyers have a strong connection to the location. They&nbsp;want&nbsp;something familiar and want to stay in the area.

&quot;Buyers are weighing up whether they buy a house further out or&nbsp;a townhouse closer to the city,&quot; Eisen said.

&quot;With established homes, buyers move in and might have to renovate, whereas buying off the plan and brand new, buyers can move in with ease, which is great for those families with young kids.&quot;

Eisen says buyers at Inkerman &amp; Nelson have appreciated the ability to personalise the townhouses, with the flexi-rooms on offer generally converted in to home offices.

[smartcode_project:default project_id=25572 project_image_fid=87507]

&quot;Most of the buyers intend to work from home in some capacity&quot;, Eisen noted.

One of the key drivers&nbsp;has been Inkerman &amp; Nelson has been the fact it is a well-priced product in a sought-after, expensive area.

While not being at the bottom end of the affordability scale with prices starting from $1,285,000, it&#39;s still considerably less than the entry level of the surrounding bayside suburbs of the pricey Bayside Brighton and St Kilda West.

Eisen says overall, he is seeing strong interest from all segments, from first home buyers to downsizers, with investors creeping back in to the market.

[smartcode_project_cta: project_id=25572]

Icon Developments Scott Jarzynka says townhomes have become a favourite for young families.



Joel Robinson

Townhouse demand heightens as Inkerman & Nelson in Balaclava nears sell-out

Developers are seeing increased interest in townhomes as homebuyers in the inner-city area seek convenient, spacious living.

Urban spoke with ICON Developments’ commercial director Scott Jarzynka, who noted that he’d seen an increase in both interest and sales post-COVID-19.

“People in the area are realising they need more space than they can find in an apartment offering locally”, he said.

<blockquote>
One thing we have noticed is purchasers are more certain of their decision, they understand the benefits of townhome living and are ready to make the commitment.
</blockquote>

According to Jarzynka, young families are making up the majority of buyers in townhouse developments, including their Balaclava project Inkerman &amp; Nelson.

[smartcode_project:default project_id=25572]

“[Young families] are the ones interested in maintaining the inner-city lifestyle and not having to compromise on local amenity”, he said.

Townhomes are typically the next step from apartment living, offering the extra space a growing family needs.

However, Jarzynka did not only emphasise a home’s design but their location, as a crucial factor when purchasing any property.

“Access to things like transport, dining, green space and good schools are important not just for living in a home but especially for the resale value.

“Secondly, size matters; townhomes offer the best value for those wanting space and location without the multi-million-dollar budgets.”

Urban takes a look at four townhomes perfect for families in Melbourne’s inner-city suburbs. 
&nbsp;

1. Port Lane, Port Melbourne 
Address: 201 Williamstown Road, Port Melbourne VIC 3207 
Three-bedroom townhomes from $1,025,000

[smartcode_project:default project_id=89720]

Boasting 122 three-bedroom residences, Port Lane offers a quality selection of townhomes in Port Melbourne.

The coastal community has been developed by ID_Lands alongside architects Rothelowman and interior designers Hecker Guthrie.

Curated landscaping by Tract frame the townhomes, sitting in harmony with their coastal environment and the Port Melbourne community. 
&nbsp;

2. The Lincoln Collection, Essendon 
Address: 8-10 Lincoln Road, Essendon VIC 3040 
Three-bedroom townhomes from $1,245,000

[smartcode_project:default project_id=84629]

The Lincoln Collection features just 14 limited edition townhomes in two, three and four-bedroom configurations in Melbourne’s inner-city suburb of Essendon.

Designed by DKO Architecture, the development features timeless appeal with versatile floorplans and exceptional spaces. 
&nbsp;

3. Attica, St Kilda East 
Address: 47 Lansdowne Road, St Kilda East VIC 3183 
Three-bedroom townhomes from $1,548,250

[smartcode_project:default project_id=23328]

Designed by Melbourne-based Perkins Architects, Attica delivers a series of seven townhouses that challenge the perceived boundaries of modern design.&nbsp;

The development offers seven residences in two and three-bedroom configurations, featuring natural stone, oak timber and warm greys.

Attica is surrounded by the abundant offerings that form two of Melbourne’s liveliest suburbs, St Kilda East and Windsor.

 
4. Inkerman &amp; Nelson, Balaclava 
Address: 283-297 Inkerman Street, Balaclava VIC 3183 
Three-bedroom townhomes from $1,285,000

<a href="https://www.urban.com.au/new-townhouses/inkerman--nelson-283-297-inkerman-street-balaclava" target="_blank"><img alt="" data-entity-type="" data-entity-uuid="" height="2000" src="https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/inkerman-nelson-283-297-inkerman-street-balaclava-b8797277fb61a4b739e26617a27132ac.jpg" width="2762" /></a>

Each of the Inkerman &amp; Nelson townhomes so far have been sold to owner-occupiers and only four homes remaining in the development.

ICON is focused on creating flexible and customisable residences,

Designed by MAArchitects, the homes are considered for the customer and how they live, particularly young families who need a space that will be able to adapt as they grow.&nbsp;

Urban spoke with ICON Developments’ commercial director Scott Jarzynka, who noted that he’d seen an increase in both interest and sales for townhomes post-COVID-19

max.kwok_55688

Townhome insights: Family residences you can secure in inner-city Melbourne

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In June last year, ICON Developments acquired the Balaclava site on the corner of Inkerman and Nelson Streets for $9.5 million, with a goal to transform the section into 27 two, three- and four-bedroom townhomes. The permit to excavate and build across the 2,500 square meter site has recently been granted, with demolition works already underway.

According to an analysis by Select Residential Property Research, Balaclava is one of Melbourne’s leading suburbs in terms of price growth, with an anticipated value increase of 20% in the next three years.

The MAArchitects-designed development has been named Inkerman &amp; Nelson (paying homage to the sites cross streets) and will comprise of a village of six detached buildings. Each home features flexible floorplans for interchangeable rooms including the option of a whole floor living area on the ground or second floor. In addition to spacious, open-plan interiors, the townhomes will also include large backyards and some also include a rooftop terrace.

ICON Senior Development Manager, Georgina Goldsworthy explains that the development aims to accommodate the changing needs of buyers by offering flexible townhome living options within Melbourne's inner suburbs.

<blockquote>
“Inkerman &amp; Nelson has been developed around an ethos of flexible living – we’re offering purchasers a variety of functional and flexible layouts with the opportunity to select custom joinery features to truly make the home theirs."
</blockquote>

The concept seamlessly integrates the luxuries of traditional detached dwellings, with modern, smaller footprint living – which is perfect for those not looking to give up their home for apartment living any time soon.

<blockquote>
“Inkerman &amp; Nelson also addresses a gap in the market for family-sized, small footprint living. They’re also comparable to the average two to three-bedroom terrace house.”
</blockquote>

Georgina Goldsworthy, ICON Senior Development Manager

Inkerman &amp; Nelson sales will commence in October this year, with completion slated for Q3 2021.

<h2>ICON’S PREVIOUS TOWNHOME DEVELOPMENTS</h2>

<h3>122 Roseneath St, Clifton Hill</h3>

Located in the heart of Clifton Hill, 122 Roseneath Street perfectly epitomizes idyllic communal living with a shared terrace barbeque area, herb gardens, workshop, communal laundry and more. The site’s historic Brutalist structure has been partially retained and incorporated into the design.

<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/fieldwork_roseneath_ctatjana-plitt_57a9202-1.jpg" rel="gallery-all" title="122 Roseneath Street exterior. Credit: Fieldwork"><img alt="" class="image-article-full-width-580px" height="387" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/fieldwork_roseneath_ctatjana-plitt_57a9202-1.jpg?itok=q1ax6em9" title="122 Roseneath Street exterior. Credit: Fieldwork" width="580"></a>

<figcaption>122 Roseneath Street exterior. Credit: Fieldwork</figcaption></figure><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/fieldwork_roseneath_ctatjana-plitt_57a9223-1.jpg" rel="gallery-all" title="122 Roseneath Street communal workspace. Credit: Fieldwork"><img alt="" class="image-article-full-width-580px" height="387" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/fieldwork_roseneath_ctatjana-plitt_57a9223-1.jpg?itok=ncdy_srg" title="122 Roseneath Street communal workspace. Credit: Fieldwork" width="580"></a>

<figcaption>122 Roseneath Street communal workspace. Credit: Fieldwork</figcaption></figure><h3>Cantala, Caulfield North</h3>

Cantala’s built form comprises of sweeping art deco curves, with warm timber and ample glazing boasting timeless design from every aspect. Meticulous, landscaped communal gardens and an elongated lap-pool provide residents with plenty of spaces to relax and enjoy nature.

<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/capi_b8a7f98e42ae6159dfe95018b2492a2e_7b783c5b52f6779dfeb8a66f5fa9f681.jpeg" rel="gallery-all" title="Cantala exterior. Credit: ICON Developments"><img alt="" class="image-article-full-width-580px" height="327" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/capi_b8a7f98e42ae6159dfe95018b2492a2e_7b783c5b52f6779dfeb8a66f5fa9f681.jpeg?itok=HYF-4M-R" title="Cantala exterior. Credit: ICON Developments" width="580"></a>

<figcaption>Cantala exterior. Credit: ICON Developments</figcaption></figure><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/capi_b8a7f98e42ae6159dfe95018b2492a2e_421c99df0e50f1fab01ace7282595aa8.jpeg" rel="gallery-all" title="Cantala pool area. Credit: ICON Developments"><img alt="" class="image-article-full-width-580px" height="327" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/capi_b8a7f98e42ae6159dfe95018b2492a2e_421c99df0e50f1fab01ace7282595aa8.jpeg?itok=4NCg-h8C" title="Cantala pool area. Credit: ICON Developments" width="580"></a>

<figcaption>Cantala pool area. Credit: ICON Developments</figcaption></figure><h3>Harpers Lane, St Kilda</h3>

ICON Developments and Neometro have already collaborated with MAArchitects on Harpers Lane – a series of timeless apartments with open plan layouts, high-stud ceilings, and natural light and airflow. Residents can enjoy a morning coffee at the on-site café, Harper’s Kitchen or relax in the sunshine on their private deck.

<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/harper-lane-018-edit-1585x1080.jpg" rel="gallery-all" title="Harper's Lane exterior. Credit: ICON Developments"><img alt="" class="image-article-full-width-580px" height="395" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/harper-lane-018-edit-1585x1080.jpg?itok=QLDPFCfv" title="Harper's Lane exterior. Credit: ICON Developments" width="580"></a>

<figcaption>Harper's Lane exterior. Credit: ICON Developments</figcaption></figure><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/harper-lane-_012-720x1080.jpg" rel="gallery-all" title="Harper's Lane cafe. Credit: ICON Developments"><img alt="" class="image-article-full-width-580px" height="870" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/harper-lane-_012-720x1080.jpg?itok=WUKaeMkB" title="Harper's Lane cafe. Credit: ICON Developments" width="580"></a>

<figcaption>Harper's Lane cafe. Credit: ICON Developments</figcaption></figure>Lead image: Inkerman &amp; Nelson aerial view. Credit: ICON Developments.
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Olivia Round

Approval granted for Balaclava’s latest townhome development

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Here at Urban.com.au, we love to track developments from the moment they are lodged for town planning consideration to construction, and through to completion. 122 Roseneath Street represents one such project that we have been fortunate enough to follow over the course of its life cycle, having first been profiled on Urban.com.au way back in <a href="https://www.urban.com.au/news/in-detail-122-138-roseneath-street-clifton-hill">October 2015</a> and being added to our database in August of the same year.

This almost four year journey came to a close last month with the first residents moving into the progressive development in Clifton Hill. With community engagement and social connectivity as two of its greatest drivers, 122 Roseneath Street has been delivered by a collective of socially engaged and design oriented joint development partners comprising ICON Developments, Wulff Projects and Assemble.

Designed by Fieldwork, 122 Roseneath St. comprises 65 homes with a mix of one, two and three bedroom apartments, and two and three bedroom townhouses, in addition to a retail space and resident workshop space within three buildings.

Holistically the development is characterised by its raised landscaped spines or laneways, which provide circulation and access for residents but also adequate building separation for privacy while also ensuring a green aspect. The three buildings are arranged around these green spines with a taller central apartment building in between and two rows of townhouses along the east and west boundaries transitioning down in scale to respond to neighbours. 

The raised landscape spaces allow for parking below while also creating a quasi-public space - there are no gates preventing access to the public but by raising the space and providing access via a series of stars there is some delinieation between public and private use.

<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/fieldwork_roseneath_ctatjana_plitt_57a8844.jpg" rel="gallery-all" title="The spines provide a green buffer and outlook between buildings. Image: Tatjana Plitt"><img alt="" class="image-article-full-width-580px" height="387" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/fieldwork_roseneath_ctatjana_plitt_57a8844.jpg?itok=9oN03ntU" title="The spines provide a green buffer and outlook between buildings. Image: Tatjana Plitt" width="580"></a>

<figcaption>The spines provide a green buffer and outlook between buildings. Image: Tatjana Plitt</figcaption></figure>According to the joint development partners, the approach employed for 122 Roseneath St. project represents a growing trend in Australia’s apartment market,  which incorporates human-centred design driven by shared values and psychographics of residents and the local community.

The joint development partners say that by adopting a community-led approach, they were able to attract a diverse yet like-minded group of purchasers, resulting in a housing typology that reflects the community’s needs and aspirations for the neighbourhood.

The development team, undertook a comprehensive community engagement process throughout key moments along the project's life cycle, including early engagement with local residents during town planning and organising presentations which sought feedback from prospective purchasers prior to sales and again during construction. 

Prior to the finalisation of the building’s design, the developers conducted 12 stage one design presentations which were attended by 450 people, and a further 7 stage two design presentations which were attended by 280 people.

Feedback received during these sessions informed the inclusion of a communal room for flexible uses (e.g. yoga and kids play during the day and entertaining at night), a laundry, a workshop space for bike repairs and dog washing, and edible herb garden, external operable shutters and a rooftop deck for townhouses.

This early engagement with local residents and the greater community ensured that the project earned the support of the majority of the community, avoiding VCAT and generating a positive result for locals, residents, and the development team.

<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/fieldwork_roseneath_ctatjana_plitt_57a8769.jpg" rel="gallery-all" title="The communal landscaped laneways. Image: Supplied"><img alt="" class="image-article-full-width-580px" height="450" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/fieldwork_roseneath_ctatjana_plitt_57a8769.jpg?itok=CUAGUvYq" title="The communal landscaped laneways. Image: Supplied" width="580"></a>

<figcaption>The communal landscaped laneways not only provide access but dwell spaces. Image: Tatjana Plitt</figcaption></figure>You can track 122 Roseneath Street's four-year journey on  Urban/Urban.com.au via the links below:

<ul>
<li><a href="https://www.urban.com.au/news/in-detail-122-138-roseneath-street-clifton-hill">In detail: 122-138 Roseneath Street, Clifton Hill</a></li>
	<li>
	<a href="https://www.urban.com.au/news/assemble-papers-and-open-house-present-the-brutalist-block-party">Assemble Papers and Open House present the Brutalist Block Party</a>
	</li>
	<li>
	<a href="https://www.urban.com.au/news/social-connectivity-is-at-the-heart-of-122-roseneath-street">Social connectivity is at the heart of 122 Roseneath Street</a>
	</li>
	<li>
	<a href="https://www.urban.com.au/news/love-me-tender-projects-currently-at-tender-that-will-begin-in-2017">Love me tender: projects currently at tender that will begin in 2017</a>
	</li>
	<li>
	<a href="https://www.urban.com.au/news/on-site-with-wulff-projects-part-02-122-roseneath-street-clifton-hill">On site with Wulff Projects (Part 02) : 122 Roseneath Street, Clifton Hill</a>
	</li>
</ul>
We've also uploaded a number of photos from my site visit with Kyle on the <a href="https://www.urban.com.au/buildings/122-roseneath-street-clifton-hill">122 Roseneath Street project page</a>. Be sure to check them out. 

<h2>ICON Development's Kyle Reeves:</h2>

<blockquote>
“By speaking directly to our audience, we have created homes that truly reflect purchasers’ preferences and have fostered a genuine sense of community. 122 Roseneath St. demonstrates how a thoughtful, community-led approach to design can achieve strong social, cultural and commercial outcomes,” said Kyle Reeve, senior development manager at ICON Developments.

The success of the approach, which resulted in sales of over 80 per cent on the first day of launch and the remaining homes sold out within 8 weeks, meant that the developers saved $1 million on sales and marketing costs, which was then reinvested back into the building.

Residents, which consist of 85 per cent owner-occupiers, have now moved into the development of 47 apartments and 18 townhouses and represent a mix of downsizers, families, single people, and first home buyers.

The tailored approach resonated with purchasers and resulted in a high owner-occupier rate. By focusing on the role of psychographics, we were able to attract all types of buyers, from downsizers, young families, single people, first home buyers, many with children and pets, to create a community of like-minded residents. 122 Roseneath St. is an affirmation in the true value of upfront community engagement.

Lots of buyers are sceptical about buying off the plan, and I think this is rooted in the traditional lack of communication between developers and purchasers. What this model really did was open up the doors and facilitate this two-way conversation.

The model wasn’t necessarily about driving profit but testing a new approach which could assist with managing risk and delivering a better quality end product. The ability to bring potential purchasers along on the planning and design journey meant that when the time came to sell the apartments, we were very confident we had a product that purchasers wanted, at a price they were willing to pay".
</blockquote>
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Laurence Dragomir

A 4-year journey comes to a close - 122 Roseneath Street, a retrospective

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ICON Developments has partnered with builder Icon Co to commence construction on 600 Church Street, an eight-storey commercial office development in Cremorne designed by Wood Marsh.

The development was approved by VCAT in late April 2018 and shortly thereafter it was announced that Bayley Stuart Capital purchased the building off-the-plan for $50 million with vacant possession. ICON Developments expects 600 Church Street to further bolster the area which has become Melbourne’s hottest city fringe office market.

Companies 7-Eleven, Seek, MYOB and Reece Group have in recent times announced their intentions to relocate to Cremorne, reinforcing the area's reputation as a Silicon Valley of sorts.

600 Church Street will feature 5,264 square metres of office space across eight levels, topped off with a landscaped rooftop terrace. The development will also include 535 square metres of retail space, 71 car spaces, 100 bicycle parks and extensive end-of-trip facilities located within three levels of basement car parking.

<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/church_street_rooftop.jpg" rel="gallery-all" title="600 Church Street will be topped off by a rooftop landscaped terrace. Image: ICON Developments"><img alt="" class="image-article-full-width-580px" height="341" src="/sites/urban.melbourne/files//styles/article_full_width_580px/public/pictures/article-images/church_street_rooftop.jpg?itok=X2hJH7Q1" title="600 Church Street will be topped off by a rooftop landscaped terrace. Image: ICON Developments" width="580"></a>

<figcaption>600 Church Street will be topped off by a rooftop landscaped terrace. Image: ICON Developments</figcaption></figure>According to ICON Developments the project, designed by architects Wood Marsh, will showcase the quality of commercial development that can be found outside of the CBD.

<blockquote>
Cremorne continues to be a leading city fringe office market, making it an attractive location for tenants looking for new space outside the CBD. New developments like 600 Church Street will continue to open the area up to new occupiers looking for modern space.

Companies are continuing to be attracted to Cremorne given existing retail amenity, public transport infrastructure and some of Melbourne’s best cafes and restaurants.

We’re excited to start seeing the building take shape and lead the way for quality and design in city-fringe commercial development.

Brinn Tavener, ICON Developments senior development manager
</blockquote>

Demolition commenced on site earlier this year with Icon Co providing a turnkey solution to construct the building before handover to Bayley Stuart Capital in late 2019.

600 Church Street will join a growing number of developments within Cremorne which will add to the character and mix of the area, these are highlighted in the map below. You can check these out in greater detail <a href="https://www.urban.com.au/developments/cremorne-vic">here</a>.

<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/cremorne_map.png" rel="gallery-all" title="Development activity within Cremorne."><img alt="" class="image-article-full-width-580px" height="297" src="/sites/urban.melbourne/files//styles/article_full_width_580px/public/pictures/article-images/cremorne_map.png?itok=wTUYHHUi" title="Development activity within Cremorne." width="580"></a>

<figcaption>Development activity within Cremorne.</figcaption></figure>
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Icon Co commences construction on 600 Church Street

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In the lead up to the Designing for Life panel discussion being held Wednesday 18 July, the expert panellists provide insight into the question -  how do we create apartments that will stand the test of time and nurture those who live within them?

Some of the country’s leading architects and developers will come together to address this issue and the effect of regulated design standards, during the panel discussion presented by Communications Collective, in partnership with Open House.

Architects Karen Alcock, Principal of MAArchitects, and Kerstin Thompson, principal of Kerstin Thompson Architects, will be joined by developers Kyle Reeve, development manager of ICON Developments, and Mike McCormack, co-director of Milieu to discuss key topics around design, from quality to supply and longevity.

Australia recognises the need to evolve towards lifelong apartment living to address problems of urban sprawl and population growth, and to create affordable and cohesive communities that provide for meaningful social interaction.

One important change in the market that the panellists recognise is the shift towards a more owner-occupier driven market. In response to these changing needs, the industry is creating spaces with a core focus on livability and longevity, according to Karen Alcock.

Kerstin Thompson points out that the design of every individual residential project has wider implications for the cities we are creating, and that providing diversity in the form of different housing typologies is one critical aspect.

Kyle Reeve believes flexibility over a lifetime could be built into developments, and is something which Australia might benefit from by looking at the United States and Europe’s approach to apartment ownership.

Mike McCormack, who is currently working on Breese Street, Brunswick with DKO and Breathe Architecture – believes good quality design can be achieved while still delivering on affordability.

There is general consensus among the panellists that both developers and architects working together to prioritise high quality design outcomes is beginning to become more common in response to market demand.

<h2>What they say</h2>

<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/karen_alcock_maa.jpg" rel="gallery-all"><img alt="" class="image-article-full-width-580px" height="374" src="/sites/urban.melbourne/files//styles/article_full_width_580px/public/pictures/article-images/karen_alcock_maa.jpg?itok=7nysV3IH" width="580"></a>

<figcaption>Karen Alcock</figcaption></figure><blockquote>
We need to see apartments as long-term housing solutions, not just a commodity to be bought and sold.

We are also in a period of incredible growth and I think that the public are increasingly educated and understandably critical of the design that they purchase.

You can’t get away from the investment aspect of any house purchase; we focus on good design which we believe equals a good investment.

- Karen Alcock, Principal MAArchitects
</blockquote>

<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/kt_portrait.jpg" rel="gallery-all" title="Kerstin Thompson"><img alt="" class="image-article-full-width-580px" height="541" src="/sites/urban.melbourne/files//styles/article_full_width_580px/public/pictures/article-images/kt_portrait.jpg?itok=ePSZ3NUP" title="Kerstin Thompson" width="580"></a>

<figcaption>Kerstin Thompson</figcaption></figure><blockquote>
 Arguably, the aspect of residential buildings that is most instrumental in determining quality, both within and beyond the individual dwelling, is the building shell and in particular its typology. 

Developing or choosing a typology orchestrates the nature of the relationship between public, private and common space, between one household and the next. In designing for domestic bliss we are also inevitably forming the civic realm.

We need to provide for a greater range and invention among new housing types, to accommodate a greater range of demographics – not only young professionals but also families and the elderly – and support this mix with complementary programming and community infrastructure such as schools, meeting areas, co-working spaces and the like.

- Kerstin Thompson, Founder and Principal KTA
</blockquote>

<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/kyle_reeve_icon_jpg.jpg" rel="gallery-all" title="Kyle Reeve"><img alt="" class="image-article-full-width-580px" height="524" src="/sites/urban.melbourne/files//styles/article_full_width_580px/public/pictures/article-images/kyle_reeve_icon_jpg.jpg?itok=kSkdi0VM" title="Kyle Reeve" width="580"></a>

<figcaption>Kyle Reeve</figcaption></figure><blockquote>
Historically, multi-residential developments have been about yield, costs and projects have been delivered simply to produce investment products not homes for people.

I think one of the most exciting trends right now is developers taking a more holistic view and considering who the occupant actually is. Intensive consultation and a greater emphasis on owner-occupiers are key trends here.

Your stages of life change so significantly that a single apartment might not be able to provide everything you need but you can have a well-designed building that does. It’s not uncommon in the United States for a person to move from a two-bedroom to a three-bedroom and then, later in life, downsize to a one-bedroom – all in the same development.

People often say design is driven by architects, and I totally agree, however the decision-making authority ultimately sits with developers.

To create a strong partnership, the developer must really appreciate the architecture and the architect should understand the commercial constraints to ensure a great design outcome is achieved.

- Kyle Reeve, Development Manager of ICON Developments
</blockquote>

<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/mikey_portrait_crop.jpg" rel="gallery-all" title="Mike McCormack"><img alt="" class="image-article-full-width-580px" height="560" src="/sites/urban.melbourne/files//styles/article_full_width_580px/public/pictures/article-images/mikey_portrait_crop.jpg?itok=oAI68TJk" title="Mike McCormack" width="580"></a>

<figcaption>Mike McCormack</figcaption></figure><blockquote>
At the commencement of the design process we consider purchasers, who they will be and what they are likely to require and desire in their home. Our decisions are informed by our own experiences and also through detailed buyer engagement and feedback.

We invest in quality materials - inside and out - and finishes and fixtures that will last. This means our properties will wear in rather than wear out, and in turn hold their value and appreciate over time. We have experienced this through the few re-sale results of Milieu homes. 
We are facilitating, encouraging and responding to consultation from an ever better informed market. For example, on our Breese Street project, through our design survey, buyers told us they didn’t necessarily need air conditioning as standard.

Therefore, instead we have adopted hydronic heating and ceiling fans as standard and offered AC as an option.

Listening to what purchasers desire allows us to focus on delivering homes that meets their needs now and into the future.

- Mike McCormack, Co-Director at Milieu
</blockquote>
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Design excellence is central to apartment livability and longevity - say the experts

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Following on from <a href="https://www.urban.com.au/news/on-site-with-wulff-projects-part-01-newry-street-richmond">Part 01</a> of Urban.com.au's site tour with Adam Wulff of Wulff Projects, comes Part 02 - 122 Roseneath Street. Developed in partnership with Icon Development and Assemble Projects, the small footprint development is progressing on site at a rapid pace, and like Wulff's Newry Street project is targeting an early Q3 2018 completion date.

<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/160809_assemble-projects_project-slider_011-1050x460.jpg" rel="gallery-all" title="122 Roseneath Street upon completion. Image : Assemble Projects"><img alt="" class="image-article-full-width-580px" height="254" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/160809_assemble-projects_project-slider_011-1050x460.jpg?itok=o5Sh9gpg" title="122 Roseneath Street upon completion. Image : Assemble Projects" width="580"></a>

<figcaption>122 Roseneath Street upon completion. Image : Assemble Projects</figcaption></figure>Roseneath Street follows a suite of other developments by Wulff Projects in Clifton Hill, successfully acquiring the site off-market in 2014. A town planning permit was obtained outside of VCAT in April 2016 for 49 apartments, 18 townhouses, and one retail tenancy.

Designed by Fieldwork, the design possesses a strong sustainability and community design focus, and comprises three main forms aligned north-south along the site, with two raised landscaped terraces which provide separation, access, and outlook.

These green spines or 'linear parks' are achieved by rising above the ground level car park beneath, removing the need for underground parking and costly basement excavation.

The linear parks are accessed via two cascading stairs from Roseneath Street which are accessible 24/7 - there are no gates, but the change in levels provides a threshold of sorts between the public and private domains.

To the street, the car park is concealed behind a retail tenancy and workshop space with 3-storey townhouses located either side, with a central 6-storey apartment building, that terraces down to Roseneath 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/20180209_082132.jpg" rel="gallery-all" title="The central apartment building's staggered form responds to the lower scale of the streetscape."><img alt="" class="image-article-full-width-580px" height="353" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/20180209_082132.jpg?itok=-VpHv8mM" title="The central apartment building's staggered form responds to the lower scale of the streetscape." width="580"></a>

<figcaption>The central apartment building's staggered form responds to the lower scale of the streetscape.</figcaption></figure>A portion of an existing Brutalist office building on the site has been retained, which provided inspiration and was a key driver in the choice of materiality for the project.  

According to Wulff, its retention was not without its challenges, particularly in how the existing floor levels and structure were integrated into the rest of the development, but says it was ultimately worth it, providing the team with an opportunity to celebrate a key element of the site's existing fabric.   

A redbrick wall along the western boundary has also been retained providing the development with another layer of existing grain and local context.

The building is a highly site-responsive design with strong sustainability, quality, and community focus with extensive Council, community and purchaser consultation which assisted the team in refining the design to sit comfortably within its context and provide a product that was appealing to the local market. .

<blockquote>
The outcome is driven by fundamental principles including an emphasis on internal amenity, privacy, light and air access, equitable view lines, and communal facilities. The project is conceived as an exemplar of contextually sensitive, high-quality design and sustainable, small footprint living.

- Fieldwork
</blockquote>

<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/20180209_094623.jpg" rel="gallery-all" title="Making an impact on the Clifton Hill skyline."><img alt="" class="image-article-full-width-580px" height="390" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/20180209_094623.jpg?itok=jgkC0tvO" title="Making an impact on the Clifton Hill skyline." width="580"></a>

<figcaption>Making an impact on the Clifton Hill skyline.</figcaption></figure>One of the more interesting aspects of the development and one which reinforces the project team's commitment and belief in the quality of the project is the fact that several members of the project team will call Roseneath home. In the realm of residential development, there's no stronger endorsement in a project than when its team commits to it.  

This particularly was reassuring for prospective purchasers who were involved in the consultation process, providing them with the confidence that this wasn't your typical run of the mill apartment project.

While the extensive consultation process with the community and interested buyers might not always be required or practical on every project, it proved beneficial in shaping the final design and mix of dwellings for Roseneath, says Wulff. 

Look out for Part 03 in the coming months which will focus on Wulff Projects' upcoming 210 Alexandra Parade development. In the meantime please enjoy the slideshow of construction photos below;
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