Swimming pool at Lendlease project growing concierge culture converts CBD apartment buyers

Working professionals and the Gen X and Gen Y market is driving demand for concierge services and hotel style facilities in Melbourne's apartment market according to Lendlease. 

Ben Christie, head of apartments for Lendlease’s Urban Regeneration, business said the resident’s model of customer service was on the rise as buyers begin to prioritise help services when choosing an apartment.  

“Buyers are welcoming the future of apartment living by embracing personalised lobby and concierge services," he said.

"We are now seeing purchasers demand more from their building’s amenities, which they have probably underused in the past." 

Such services include help with move-ins and move-outs, sign for mail on behalf of residents, remember the names of residents’ regular family members and guests, provide personal assistant services such as making dinner reservations, ordering food, reserving tickets, and other housekeeping and maintenance jobs.

One local residential complex with such facilities is Melbourne Quarter’s Club MQ.

It offers residents a hotel-style grand arrival entrance to Club MQ (off Flinders Street) with undercover drop-off and concierge service, secondary pedestrian lobby to the Club MQ and apartments off the precinct neighbourhood park, residents library and lounge, theatrette for 20 people and three internal private dining areas featuring outdoor terraces and BBQ amenity aside from the actual gym and pool facilities.

The gym facilities include a  25m indoor heated pool, custom designed 20+ seater spa (size to be confirmed), separate steam room, sauna facilities and change room amenities located on the pool level facility area, gym and multipurpose yoga/function room overlooking the pool area.

The levies for Club MQ, the wider residential precinct amenity and common areas will be shared by all apartment owners within the residential precinct (MQ East Tower and two remaining residential towers on site) on the completion of the development.

The project will be completed in stages over the next six years with the entire residential precinct expected to reach completion by mid-2022.