As construction progresses on its initial two Melbourne developments, UEM Sunrise is launching its third local project which shapes as a very definitive presence in Melbourne's high-end apartment market.
Mayfair will account for an existing commercial complex at 412 St Kilda Road. In its place, a $330 million Zaha Hadid Architects-inspired residential tower will rise with only 158 apartments included.
With the St Kilda Road precinct already heavy with apartment projects in development, UEM Sunrise have sought to place Mayfair at the pointy end of the pack. Mayfair's features will include private lift lobbies, a 24-hour concierge service and the opportunity to include custom-designed signature Zaha Hadid pieces within the apartments.
UEM Sunrise have sought to reinterpret the concept of ‘luxury’ from the idea of "ornamental embellishments, the adornment of space and the display of wealth and ostentation."
With Mayfair, UEM Sunrise has chosen to highlight the "unique experiences, personalisation and a sense of place. Mayfair exudes that next level of elegance, appealing to discerning buyers who wish to be a part of a living, breathing piece of Zaha Hadid art.”
We wanted to create a landmark that is equally innovative and spectacular to its predecessors, if not more. We are extremely excited to launch Mayfair with internationally acclaimed Zaha Hadid Architects and Australian-based architecture practice, Elenberg Fraser.
The world’s most liveable city remains a key focus for UEM Sunrise, and Mayfair will add a legacy building to both St Kilda Road and Melbourne’s skyline that is unmatched by others, reinforcing our longstanding commitment to delivering sterling living spaces that resonate with Melbourne’s stature as a truly international city.Anwar Syahrin Abdul Ajib: UEM Sunrise Managing Director/Chief Executive Officer
The location on St Kilda Road is another drawcard for buyers looking to make the move from established inner-city suburbs. Buyers looking for a complete lifestyle change for their encore years want nothing but the best – they want to walk to the theatre precinct, pop into the city for work or go shopping, and spend their leisure time at the nearby gardens and golf courses.
The breath-taking panoramic views of the Royal Botanic Gardens, Shrine of Remembrance, Albert Park and Port Phillip Bay remind them that they are not just in the heart of the action, but that they own a piece of Melbourne’s prime real estate.Peter Kudelka: Director at Kay & Burton
With the St Kilda Road precinct already heavy with premium apartment projects, Mayfair has been billed as offering "a new lifestyle previously unseen in the city’s ever-growing residential landscape, featuring bespoke residences and penthouses."
The 158 apartments range between one and five bedrooms, and from 70 square metres to 556 square metres for penthouses dubbed the Zaha Signature Suites. Pricing is reflective of the project's intended stature, starting from $823,000 and moving on up to $13.1 million for the very best dwelling within Mayfair.
Construction is due to begin during the first half of 2018, placing the project in the midst of a luxury-driven mini development boom which is occurring along St Kilda Road and Queens Road.
Developments such as Opera, K1 Residences, Victoriana and Albert Place Residences have all placed themselves at the luxury end of the market in the precinct.