Brand power – luxury apartment living at any price: Peter Chittenden

Brand power – luxury apartment living at any price: Peter Chittenden
Brand power – luxury apartment living at any price: Peter Chittenden

We read and hear a lot of comments about how expensive Sydney real estate is, and we have had some very expensive homes sold here plus some exclusive apartments, although we are yet to reach the price levels associated with some high-end apartments in cities like Milan, Dubai, New York and London.

Many of these apartments, designed to appeal to the super-rich and the fashion savvy buyer are promoted with high-end brands like Baccarat, Armani, Moschino, Missoni, Dunhill, Ferrari, Bulgari and Versace

Baccarat Residences in New York is one example where you can buy a pied-a-terre or if you have big bank balance a ‘palace in the sky’. Baccarat offers features like dramatic living spaces with twenty-foot ceilings but it’s the finer details that add up to a mouth-watering selection of features in these stunning apartments.

Designer Interiors

It all starts with interiors by one of New York’s best know interior style whizzes Tony Ingrao who’s an Architectural Digest 100 designer, with touches like floors that are six-inch white oak planks finished with custom-designed ebony-mahogany stain and entry doors with Baccarat crystal handles and Baccarat lighting fittings the foyers.

These apartments come with Siematic Kitchens including granite bench-tops appliances by Sub-Zero (think $7,000 – $10,000 for your basic fridge from these guys) and a local favourite Miele.

However I am keen to share a few of the added features buyers can access here and this starts with the fact that each residence is equipped with specific technology designed to allow convenient access to all of the associated luxury hotel services 24/7.

But there’s lots more, starting with a private residence’s entrance foyer with a dedicated entrance and private concierge desk and there’s the luxury hotel lifestyle services and amenities accessed via your own touch screen or from a tablet and mobile devices from anywhere in the world.

Of course, the concierge, maintenance, room service and security staff is all on call 24/7. And the list goes on to include dedicated residential housekeeping, child care, personal shopping, personal training, pet and plant care, and floral delivery. Plus when it comes to work (necessary I am sure to pay the service charges) we have business support on hand like couriers and postal and package services, newspaper and magazine delivery.

Feeling a bit peckish? Then you will never go hungry and never mind rushing to the local take-away because this building offers a range of catering options, plus event-planning and in-home chefs, and priority access to event spaces and meeting facilities in the adjoining hotel.

The apartments are also designed to allow room service or housing keeping services to be very discrete, with individual service entries so that your personal chef or florist can come and go in the most inconspicuous way, clearly showing great attention to detail at the design stage.

Still the list continues with custom bath and personal care products crafted by Baccarat and priority access to all hotel facilities, like restaurant reservations, sometimes difficult in New York, the Baccarat spa, pool and fitness centre.

And given the luxury of your surroundings, there’s no need to venture outside? Residents also have private shopping, including priority custom design and production of Baccarat products. But if you do venture away from home, possibly by private jet then there are extra hotel privileges waiting for you in Baccarat Hotels worldwide in places like Paris, Moscow and Tokyo.

But tucked away in the marketing material is a little note that ‘some services are available for an additional fee’ and we can only guess what they might be, still if you’re living here in such luxury, who really cares about the occasional service charge even with some annual fees going well beyond $53,000 a year and that’s not including little extras like home dining or spa entry! It will be exciting for local buyers when this style of apartment luxury spreads to Sydney or Melbourne.

Peter Chittenden is managing director for residential of Colliers International. He can be contacted here.

Peter Chittenden

Peter Chittenden

Peter Chittenden is managing director for residential of Colliers International.

Property market

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