MELBOURNE: Metropolis

Grollo · June 6th, 2003, 01:33 AM

St. Kilda Road is getting some really nice designs and this is easily one of the best:

Pretty soon St. Kilda Road will be a wall of 60 metre high towers from the Shrine to the Junction.

AltiusAltiusAltius · June 6th, 2003, 02:08 AM

St Kilda Rd is a glorious boulevard and will never be beaten...Is Royal Domain Tower u/c?

Wish we could have something similar in Sydney....Anzac Parade could have been close....It's not a bad alley.....Broadway and Parramatta Rd should have been built like that....And William St....We are gonna make some cosmetic changes there but nothing cool really...

Dean · June 6th, 2003, 02:13 AM

Yeah, Royal Domain is U/C. Foundation work in Progress.

Im looking forward to seeing this tower rise above all else on St Kilda Rd, at 162m it's gonna look huge!!

Cheers

Dean - Melbourne

Blabbyboy · June 6th, 2003, 02:33 AM

Well, not one of my favourites, but still a good addition to St Kilda Road - which to my mind conjures up fine images other than skyscrapers, which are only a sideshow in the grand boulevard...history, majesty, a gateway, trams, the fairy lights and lighting at the NGVI, the old Victorian mansions, the landmarks on either side and at either end (such as St Kilda proper, Shrine of Remembrance, NGVI, Melb Concert Hall, Arts Centre & Spire, Vic College of the Arts, the Barracks, the old schools like Wesley and Melbourne Grammar, Albert Park & lake, Botanic gardens, etc). THEN, and only then, you get to the sparkling towers - like the Melburnian, the Domain, Marquise, and this one.

All very Me!bourne.

kasperluke · June 6th, 2003, 06:51 AM

The refurbishment of 1 queens road is nearly complete also, they are just doing lanscaping work!

Also not sure what it is but down near the other end of Queens RD (near the St Kilda Rd and Prince's hwy) interchange) there is something underconstuction around a heritage building!

What exactly is it? They are doing foundation work on it.

Aussie Steve · June 6th, 2003, 07:09 AM

The Age

Success sells in apartment market
By Bridie Smith
4 August 2002

Property developers are using celebrity-studded marketing campaigns in Melbourne's increasingly competitive apartment market.

Olympic gold medalist Michael Klim is the face and namesake of a 25-metre pool and gym at The Gateway apartments on Queens Road and Philippe Starck is the designer fronting Tribeca on Victoria Parade, East Melbourne. Two years ago model Naomi Campbell was the face of St Kilda's $55 million Metropol, its launch coinciding with the Melbourne International Fashion Festival.

The campaigns are anything but subtle. "It's the same theory as using celebrities in any ad campaign. It's aspirational," said Monash University's associate professor of marketing, Peter Reed.

The power of association appeals because buyers believe they can share in the lifestyle and success of the celebrity. The concept is simple: success breeds success.

Metropol's use of Naomi Campbell oozed glamour in a development where the focus was on penthouse apartments, gourmet food and boutique shopping.

There are no penthouses in The Gateway, where one-bedroom apartments start at $289,000. The pitch? "It is for people who want a fit and healthy lifestyle," said Gateway developer John Gdanski.

The concept of Metropol was different. "Class and personality was aimed at chic St Kilda people," he said.

The executive director of R Corporation, Andrew Rettig, said Starck's involvement with Tribeca added to the $240 million project.

"Investors see it as an added attribute and it will have lasting value," Mr Rettig said.

University of Melbourne associate professor of marketing Bryan Lukas agreed. "The effect of the endorsement will outlast the presence of the celebrity," he said.

Tribeca apartments start at $400,000 but there is plenty more to spend for buyers wanting the full Starck experience. The Alessi homeware range will be available for buyers who want to add designer-finishing touches.

The developers of Melbourne's Tribeca hope to emulate the reputation of Manhattan's TriBeCa (Triangle below Canal) as a home to the trendy, rich and famous.

Tribeca has sold 70 per cent of apartments off the plan despite the Starck-designed apartments only being released today.

Some academics believe that in a cluttered apartment market, a celebrity profile is invaluable. "It is not just another apartment. The name lifts it out from the others," Dr Lukas said.

Colliers Jardine international associate director John Meagher said the celebrity pitch was not always the best strategy, although the competitive market did require another dimension.

"It's a much more competitive market now. Developers and real estate agents have to be more savvy in the way they place their product," he said.

tayser · November 4th, 2003, 12:25 AM

moved to Completed.

June 6th, 2003, 01:33 AM	#1
Grollo Developer Join Date: Sep 2002 Location: melbourne Posts: 6,241 Likes (Received): 54	Metropolis (St. Kilda Road) Completed St. Kilda Road is getting some really nice designs and this is easily one of the best: Pretty soon St. Kilda Road will be a wall of 60 metre high towers from the Shrine to the Junction.

June 6th, 2003, 02:08 AM	#2
AltiusAltiusAltius Member Join Date: Sep 2002 Location: Sydney Posts: 1,191 Likes (Received): 5	St Kilda Rd is a glorious boulevard and will never be beaten...Is Royal Domain Tower u/c? Wish we could have something similar in Sydney....Anzac Parade could have been close....It's not a bad alley.....Broadway and Parramatta Rd should have been built like that....And William St....We are gonna make some cosmetic changes there but nothing cool really... __________________ "A City is the greatest work of art possible" Lloyd Rees

June 6th, 2003, 06:51 AM	#5
kasperluke Kasper Join Date: Nov 2002 Location: Melbourne Posts: 518 Likes (Received): 0	The refurbishment of 1 queens road is nearly complete also, they are just doing lanscaping work! Also not sure what it is but down near the other end of Queens RD (near the St Kilda Rd and Prince's hwy) interchange) there is something underconstuction around a heritage building! What exactly is it? They are doing foundation work on it. __________________ Kasper

November 4th, 2003, 12:25 AM	#7
tayser Champagne Socialist Join Date: Sep 2002 Location: Melbourne Posts: 10,531 Likes (Received): 32	moved to Completed. __________________ "America gave the world George Bush, France gave the world the ménage à trois... Game Over." UrbanMelbourne.info

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June 6th, 2003, 02:13 AM	#3
Dean JayT is a Moron Join Date: Sep 2002 Location: Melbourne Posts: 1,733 Likes (Received): 43	Yeah, Royal Domain is U/C. Foundation work in Progress. Im looking forward to seeing this tower rise above all else on St Kilda Rd, at 162m it's gonna look huge!! Cheers Dean - Melbourne

June 6th, 2003, 02:33 AM	#4
Blabbyboy Melbourne Zealot Join Date: Sep 2002 Location: Melbourne, Australia Posts: 1,356 Likes (Received): 0	Well, not one of my favourites, but still a good addition to St Kilda Road - which to my mind conjures up fine images other than skyscrapers, which are only a sideshow in the grand boulevard...history, majesty, a gateway, trams, the fairy lights and lighting at the NGVI, the old Victorian mansions, the landmarks on either side and at either end (such as St Kilda proper, Shrine of Remembrance, NGVI, Melb Concert Hall, Arts Centre & Spire, Vic College of the Arts, the Barracks, the old schools like Wesley and Melbourne Grammar, Albert Park & lake, Botanic gardens, etc). THEN, and only then, you get to the sparkling towers - like the Melburnian, the Domain, Marquise, and this one. All very Me!bourne.

June 6th, 2003, 07:09 AM	#6
Aussie Steve Registered User Join Date: Sep 2002 Posts: 4,620 Likes (Received): 13	The Age Success sells in apartment market By Bridie Smith 4 August 2002 Property developers are using celebrity-studded marketing campaigns in Melbourne's increasingly competitive apartment market. Olympic gold medalist Michael Klim is the face and namesake of a 25-metre pool and gym at The Gateway apartments on Queens Road and Philippe Starck is the designer fronting Tribeca on Victoria Parade, East Melbourne. Two years ago model Naomi Campbell was the face of St Kilda's $55 million Metropol, its launch coinciding with the Melbourne International Fashion Festival. The campaigns are anything but subtle. "It's the same theory as using celebrities in any ad campaign. It's aspirational," said Monash University's associate professor of marketing, Peter Reed. The power of association appeals because buyers believe they can share in the lifestyle and success of the celebrity. The concept is simple: success breeds success. Metropol's use of Naomi Campbell oozed glamour in a development where the focus was on penthouse apartments, gourmet food and boutique shopping. There are no penthouses in The Gateway, where one-bedroom apartments start at $289,000. The pitch? "It is for people who want a fit and healthy lifestyle," said Gateway developer John Gdanski. The concept of Metropol was different. "Class and personality was aimed at chic St Kilda people," he said. The executive director of R Corporation, Andrew Rettig, said Starck's involvement with Tribeca added to the $240 million project. "Investors see it as an added attribute and it will have lasting value," Mr Rettig said. University of Melbourne associate professor of marketing Bryan Lukas agreed. "The effect of the endorsement will outlast the presence of the celebrity," he said. Tribeca apartments start at $400,000 but there is plenty more to spend for buyers wanting the full Starck experience. The Alessi homeware range will be available for buyers who want to add designer-finishing touches. The developers of Melbourne's Tribeca hope to emulate the reputation of Manhattan's TriBeCa (Triangle below Canal) as a home to the trendy, rich and famous. Tribeca has sold 70 per cent of apartments off the plan despite the Starck-designed apartments only being released today. Some academics believe that in a cluttered apartment market, a celebrity profile is invaluable. "It is not just another apartment. The name lifts it out from the others," Dr Lukas said. Colliers Jardine international associate director John Meagher said the celebrity pitch was not always the best strategy, although the competitive market did require another dimension. "It's a much more competitive market now. Developers and real estate agents have to be more savvy in the way they place their product," he said.