Oceania Property swaps luxury and space for affordable one-bedders in third incarnation of Double Bay site
Affordability, not spaciousness, is the drawcard for apartments even in Double Bay. Oceania Property is hoping third time lucky – and the one-bedder home buyers’ market – will generate sales for its boutique development at 18 Bay Street, Double Bay.
After failing to secure any luxury buyers during the marketing for planned project Montre, the developer has gone back to the drawing board and has released a plan with a new mix of units, new prices – and even a new name.
Montre was the second attempt for the development site, as in 2009 registrations of interest were being sought through Colliers by the developer, Thaung Investments.
Oceania bought the site for $20.5 million in January 2011, with the site having previously traded at $15 million in 2007.
Montre was to feature just eight apartments, with prices starting from $3.25 million for the three two-bedroom offerings.
“Montre is our benchmark development,” Nico Wijarto Tjen, a director of Oceania Property, said in October last year. “What we are offering is grand, easy-care apartments for those who appreciate the finer things in life.”
But Sydneysiders didn’t seem to want grand, easy-care apartments with multimillion-dollar price tags, and the new incarnation of the plans has been rechristened The Bay Residences and is set to comprise 21 smaller, less expensive offerings. The exterior, designed by Kann Finch architects, remains substantially the same.
The 15 one-bedroom apartments start from $825,000. Two-bedroom apartments start from $1.75 million, three-bedrooms offerings from $2.25 million and the penthouses from $3.99 million. There are set to be two of each of these larger configurations. In Montre, the penthouses were set to start from $5.56 million.
The new tack seems to be working, with two apartments sold and a few others in discussions about a month after they came onto the market, according to Wijarto Tjen.
Ben Stewart, a director of CBRE residential project marketing, which is marketing The Bay Residences, says the previous incarnation appealed to the wrong demographic for the current market.
“I know of exquisite three-bedroom apartments in Double Bay that are still unsold 18 months after they were completed,” he says.
“There is absolutely nothing wrong with the apartments; it’s just that empty-nesters are remaining in their family homes because they don’t feel as financially secure as they once did.
“Currently in Sydney the majority of buyers are young singles and couples fed up with paying rent. They still want to live in a convenient, vibrant location, but have limited budgets. That’s why one-bedroom apartments always sell first in Sydney developments these days.”
The developer has lodged a section 96 request with Woollahra Council to modify the plans for the Bay Street block. The application is currently pending, but as plans for the exterior have not changed, the developer expects it will receive council approval soon. Woollahra Council is thought to favour blocks with more, smaller units over fewer, larger ones.
“The councillors and council staff I’ve spoken to are very supportive of the changes because it will mean more residents will now be able to live in Double Bay,” says Wijarto Tjen, “and the new apartment mix will also mean younger residents.”
Oceania Property is set to begin demolition work on the existing building on the site next month, and it hopes that Woollahra will have approved its section 96 modification shortly thereafter so it can begin construction. The Bay Residences have a tentative completion date of August 2013.