Distinguishing oneself on Southbank as Monarch Tower enters the fray
The development team behind Southbank's Monarch Tower have positioned the new project at the higher end of the apartment market, far from some of the projects which surround the mixed-use development.
Representatives of Altus Development, Moull Murray Architects and Bella Charlton recently spoke with Urban Melbourne prior to the project's launch, discussing the all-encompassing task of positioning the permium tower in a location where distingiushing one project from another can be difficult.
Post securing the site, Moull Murray Architects were tasked with refashioning the tower whilst remaining within the approved envelope. With the majority of projects nearby appearing as generic blocks, a high degree of variation was employed over Monarch Tower's facade, moving it aesthetically beyond its neighbours.
The new architectural treatment, reinforces the tall, slender nature of the approved development envelope with an emphasis on vertical forms. The proportions of the tower have been treated In the classic sky-scraper tradition of a base, middle tower, and expressed top.
The podium utilises a grid framework to set up visually scaleable proportions that relate to the streetscape as well as the pattern overlaid on the tower facade. The podium is veneered with apartments on both frontages to reinforce a sense of human interaction with the public realm.Moull Murray Architects
Adding to Monarch Tower's stocks is the addition of serviced apartment operator Pan Pacific which will operate 130 five-star suites, situated over the lower 19 levels of the project. Not only does the addition of Pan Pacific provide Monarch Tower with a renowned worldwide operator, it also allowed for the expansion of communal areas and facilities within the building.
A pool deck including a fully-equipped gym, cinema, tranquil health spa, outdoor BBQ entertainment terrace and virtual golf range will service both typical apartments and the Pan Pacific suites. The development team also made note of Monarch Tower's proximity to Crown and the Southbank Entertainment Precinct, with either a short walk away.
Premier apartments within Monarch Tower will have exclusive access to the 6-star Sovereign Lounge featuring a bar, spa, sauna, steam room and gym, plus unimpeded views toward the CBD.
Whilst the previously approved plans allowed for one and two bedroom apartments to the tower's summit, Altus Development has completely repositioned Monarch Tower to capture the premium apartment market. Set over the upper 43 levels, total apartment numbers within the project have fallen to 294.
Levels 51 through 58 will include adaptable penthouse and sub penthouse plans, capable of being reworked to a prospective buyer's their needs. Included is the opportunity to create a double-storey, super-sized loft.
Quizzed on Monarch Tower's interest prior to launch, Bella Charlton's Valentino Spyriadis divulged a number of reservations have been taken for apartments, with those to be firmed once the project officially heads to sales.
Further all penthouses within Monarch Tower will be held for the local market, with the high-end stock considered essential to the project's marketing perception and eventual place in the Southbank market. This is in line with the development team positioning Monarch Tower at the owner-occupier and premium investor.
The launch of Monarch Tower coincides with the firming of a head construction contractor for Docklands' Altus Tower, which follows a similar model to that of Monarch Tower. With a new PARKROYAL and private apartments headlining the Docklands project, Altus Development expect the high-end duo will spearhead their Melbourne development pipeline.