Capitol Grand, South Yarra has announced it is set to commence demolition works after its initial 120 luxury apartment sales.
Melbourne's developer community however believed the $800 million South Yarra tower, Capitol Grand project, which is now offering up to two million Qantas Frequent Flyer points to off-the-plan buyers, was too expensive to succeed, according to the Australian Financial Review.
The Fairfax Media newspaper also added the Qantas deal was viewed as "an ominous sign as incentives usually creep into markets when demand falls or there is an over-supply."
Apartments in Capitol Grand start from $610,000 for a 50 square metre one-bedder with two-bedders starting from $1 million.
The most expensive penthouses are priced at an "eye-watering" $25 million, which the paper noted made it more expensive than the $20 million paid for the penthouse atop Australia 108, the Southbank skyscraper now under construction which will be the tallest in the Southern Hemisphere upon completion in 2019.
The project received development approval at VCAT in July last year after the height was raised from 38 to 50 stories, which at 180 metres will be the tallest building outside the Melbourne CBD. It is on the former Capitol Bakery site.
LK Property Group's Larry Kestelman, the founder of internet provider Dodo, told The Australian Financial Review 120 out of the 400 apartments had now sold, the majority to local buyers.
"We have enough sales on the board to commence demolition in next couple of weeks.
"A demolisher has been appointed and the site's been hoarded up.
"We're half-way through the tend process to appoint a builder," he said.
The project, at the corner of TOORAK Road and Chapel Streets, will be funded by Mr Kestelman's "independent financial arrangements" and does not have international stakeholders or partners.
"The news will surprise some in Melbourne's developer community, who believed the project was too expensive to succeed," the paper reported adding the Capitol Bakery site had a track record of failed projects, the most recent in 2011.
Some $100 million in sales were inked in the first 10 days of sales last August after a Melbourne appearance by actor Charlize Theron, who spruiked the development at the Australian Grand Prix.
Capitol Grand South Yarra won the prestigious Best Luxury Development Asia Pacific award at the iProperty.com Awards, held by one of Asia’s largest online real estate portals.
Three years ago, LK Property Group created the partnership with Qantas Loyalty on other projects.
“We have had an excited response about the Qantas partnership from buyers in our other developments," a spokesperson advised.
"Potential buyers walk into an apartment and start talking to the agents about their travel plans, so we know it’s a great partnership to have been able to secure with Qantas Loyalty.
"Capitol Grand South Yarra buyers could take advantage of the offer to escape the Melbourne winter and put points towards the longed for European sojourn."