Main Beach's La Mer green-lit by council following revised plans

Local developers Polites Property Group and QNY Group have received development approval for their luxury Main Beach project La Mer following a highly publicised battle with council.

The residential development’s application was knocked back in December 2021, after which the developers appealed the decision with the Planning and Environment Court. After extensive negotiation and a redesign of the project, council have given it the green light, with construction set to commence in May, 2023.

While the original design saw La Mer standing at 35-storeys with 30 apartments, the new and improved design will see the building take on a more boutique offering, topping out at just 25-levels. 

Architectural intent render of the Main Beach project, La Mer. Image supplied

22 apartments will be on offer within the project, with floorplans comprising three-bedrooms, plus a multi-purpose room and three-bathrooms.

Polites Property Group Director, Alex Polites said the negotiations with council instigated a new and improved design for the project and a far superior offering.

“Our decision to appeal the council’s decision was a time consuming and tedious process with a host of challenges and negotiations including additional changes on our revised designs, however, we stayed patient and positive throughout the process in order to ensure the best possible outcome for our buyers,” said Polites.

“It would have been easier just to walk away and sell the site, but we took comfort knowing we were not the only developer facing such difficulties with an unprecedented amount of code assessable developments going through the appeal process at the time.

The group took the opportunity to get a new team on board, appointing renowned architecture firm, Plus to handle the new designs, in collaboration with landscape architects, Urbis. 

Plus Architecture’s Director, Danny Juric said La Mer has now taken on a grand new form that exudes an air of exclusivity and refinement.

“The process of redesigning La Mer posed a unique opportunity to create an elevated level of luxury while improving the liveability and accessibility of the building’s features taking into consideration its idyllic beachside location,” said Juric.

“Having fewer apartments meant we could indulge the process of refinement to really hone the design elements that allude to luxury such as elevated interiors, organic sculptural elements, and an inviting ground floor and lobby that blends effortlessly with the surrounding lush ground floor landscaping.

Montage of La Mer, prepared by court approved experts. Image supplied

With a number of the neighbouring buildings unable to utilise their balconies due to high wind, Plus decided to make this a focal point of difference in the new design, ensuring the southeastern corner of the building protrudes forward, which will in turn protect the north eastern corner from wind. 

“The revised design also includes a significant upgrade to Beluah Lane which will be refurbished into a shared zone, resurfaced with full depth coloured concrete and honed concrete, along with landscaping and lighting, adding to the amenity of not only the project but the surrounding community as well,” Juric added. 

NPA Projects director Andrew Erwin said the developers and sales team are currently in consultation with existing buyers, with the remaining apartments set to be launched to the market in the new year.

“La Mer represents an exclusive opportunity for buyers to share in a boutique, high-end offering in one of the Gold Coast’s most sought-after beachside suburbs,” Erwin said. 

“Not only has the building itself been crafted to positively contribute to the current gentrification of Main Beach, but residents and locals alike will benefit from the unique laneway design that has been integrated into the new plans.”

The new laneway design will provide direct pedestrian access from the famed Tedder Avenue to the beach, which is set to become a welcome addition to the ongoing rejuvenation of the suburb. 

La Mer will now join a host of already successful projects which are planned for the sandy strip. Raptis are currently developing Pearl in Main Beach, where 80 per cent of the two and three-bedroom apartments have already been sold, while a $480 million redevelopment of Mariners Cove will include a new superyacht marina and a Ritz-Carlton hotel.

The ultra-luxe Masthead Ocean Club will also make a home of Main Beach, with the joint venture between Rory O’Brien and UK-based Banda tipped as one of the most exclusive projects to come to Australia.