'Small footprint' project in Melbourne notches brisk sales

A 'small footprint' residential development in Melbourne's inner city suburb of Clifton Hill has notched up brisk sales at registration day, with 53 of 65 available apartments and townhouses sold.

Developed by Wulff Projects, Icon Co. and Assemble, 122 Roseneath St. took a different approach to building in that it sought feedback from prospective buyers at various stages of design prior to construction.

The developers wanted a chance to communicate the social and environmental values that underpin the project, according to a media release.

A high proportion, 96 percent, of buyers at 122 Roseneath St. are owner-occupiers. The developers estimate that 40 percent of all purchasers were first-home buyers, and that 38 percent came from Clifton Hill or surrounding suburbs.

The proportion of first home buyers reflects the affordability of the project, where the median house price is $1.161 million (Domain), claims the media release.

Selling agent Roland Paterson of Nelson Alexander said it was unprecedented for an off-the-plan project.

“Selling almost all the available dwellings is an unprecedented result for an off-the-plan development that has attracted 96 per cent local owner-occupiers,” he said.

All three directors of project architect Assemble – Quino Holland, Ben Keck and Pino Demaio – purchased a home at 122 Roseneath St.

“The participation and feedback throughout the design presentations allowed us to tailor the design and give buyers the confidence to commit to the project,” says Adam Wulff, director of Wulff Projects.

The consultations and feedback led to a communal room, a communal laundry and the provision of an embedded energy network.

Melina Chan, who works in community development, says she has invested in 122 Roseneath St because she couldn’t find anything else in Melbourne quite like it.

Chan says she was looking for a development that prioritised “the wellbeing of the planet” and medium-density housing that minimises travel to places of employment and cultural amenities.

For Marion Arnott, who has three school-going sons, it was a townhouse with a rooftop deck and outdoor area. Arnott says 122 Roseneath St. was an affordable option.

Downsizers Pam and Ray Walford said they were attracted to the aspects of small-footprint living at 122 Roseneath St.

“The location is closer to where our two sons live than where we presently live, and close to major bicycle trails,” Ray Walford says. The Walfords have purchased a two-bedroom apartment.

There are still 10 homes available at 122 Roseneath St, including two one-bedroom apartments and eight townhouses.

In fact, seven of the development partners have bought homes at 122 Roseneath St.