Wealthy downsizers flock to hotel-style units in inner suburbs
LOS ANGELES: From dog wash stations to a massage room, Pomeroy Pacific and Quattro Corp are tapping downsizer interest in having everything at their fingertips for a luxury development in Hawthorn, in Melbourne’s leafy inner east.
The 18-dwelling construction is the latest example of how developers are increasingly incorporating hotel-style elements and facilities that are typical of the wellness industry into upmarket residential projects aimed at wealthy downsizers seeking city boltholes.
“It started with all these large-scale projects that put amenity in these buildings and there was always this disconnect,” Mark Pomeroy, chief executive of Pomeroy Pacific, said. “It was always [that] the apartments were never at the same level as the amenity.
“So we really thought, just because people want to downsize … why should they not have that ability to have the same level of amenity that you might typically see in a 200-apartment building?”
PQD is a joint venture between property development and investment firms Pomeroy Pacific and Quattro Corp. The upmarket dwellings comprise its Kooyongkoot development on the corner of Riversdale and KooyongKoot roads, with an estimated end value of about $70 million.
Designed by studio Cera Stribley, prices for the homes start at $1.9 million for two-bedroom homes, while sub-penthouses are priced from $4.2 million. Penthouses will be available from $8 million-plus. Construction has begun with the project scheduled to be completed by the first quarter of 2027.
Its new residents will have access to their own private wellness centre with infrared and traditional saunas, a massage and therapy room, cold therapy shower, a yoga and pilates studio, and fully equipped gym.
The list of in-house luxe extends to an immersive golf simulator with a guest viewing lounge, a car wash and dog wash station.
The average residence in the development is about 180 square metres, while the two double-storey penthouses span about 300 square metres with their own rooftop balconies.
“We started with health and wellness being a key driver and that led us into the various therapies,” Pomeroy said. “That then led us into thinking about storage solutions. Every apartment has an enclosed storage room, not just storage cages.
“Then it took us into security and convenience. Every apartment’s got smart access. They can open their doors from anywhere in the world remotely.”
He said there was no shortage of luxury apartments in Melbourne, but there weren’t many providing such a level of amenity within a complex of just 18 homes.
Top-end buyer’s agent David Morrell said security was the biggest concern for downsizers right now, especially in Victoria.
“That’s why people like the idea of concierge and a little bit more upmarket, and they’re prepared to pay for it,” he said. “Most of them have never lived in an apartment before.”