The rise of luxury hotels within residential developments
It was traditionally a lifestyle only obtained by the rich and famous, checking into a hotel and never checking out. Think Coco Chanel, Bob Dylan and Jimi Hendrix; the ostentatious lives of Hollywood stars who lived permanently in ritzy, grand hotel rooms all around the world. This meant 24-hour room service, housekeeping, access to private dining and concierges opening doors for you, every single day.
The lifestyle seems eccentric and maybe a little unattainable, however with developers and luxury hotel chains teaming up in Melbourne to create some of the world’s most prestigious mixed-use developments, this lifestyle will soon be reality.
The combined hotel-apartment complexes set to rise in iconic locations within the CBD will embody a new height of luxury living and have emerged as the new development paradigm in today’s society.
The trend is said to be due to the growing “bleisure” market; professionals looking for a prestige city base for business and leisure.
Other target audience groups are owner-occupiers seeking a greater sense of luxury within apartment buildings, high-end buyers wanting to downsize and investors, both local and offshore.
The team at Colliers International, who have been exclusively appointed to market some of Melbourne’s most prestigious mixed-used developments including West Side Place, Collins Arch and Sapphire by the Garden, said there is a growing demand for these types of establishments.
“We are seeing a massive rise in developments that contain world-class hotels, as they offer residents the type of luxury you won’t find in ordinary apartments,” said Colliers Managing Director, Tim Storey.
“By buying an apartment in a building shared with a five-star hotel, residents are essentially buying access to hotel-style amenities. This can include private dining, 24-hour concierge services, valet parking, gyms, saunas, steam rooms, conference rooms, day spas and more.
Colliers is thrilled to be selling the majority of these developments you’ll be seeing across the Melbourne city skyline.”
Developed by Far East Consortium, West Side Place is one of the first of the world-class collaborations to hit Melbourne, anchored by The Ritz Carlton, one of the world’s most luxurious hotels.
Set to transform the former Age newspaper site at 250 Spencer Street, West Side Place will become the second tallest building in Melbourne with The Ritz Carlton becoming the tallest hotel in the Southern Hemisphere.
Soaring 270 metres into the air, the complex will consist of four striking towers, the tallest extending to 81 floors and offering expansive views across the bay and cityscape.
The Ritz Carlton will crown the top levels of building two, with 263 luxury hotel suites complete with a ‘sky check-in’on level 79.
“The project will be truly synonymous with all the luxury associated with the world’s premium hotel brand,” Storey said.
“Inspired by the hotel’s exceptional amenity offerings, residents can expect high-quality residential facilities, including pools, gymnasiums, lounges, dining rooms, kitchens, club lounge, karaoke and mah-jong rooms, cinema, virtual golf, library, function rooms and more.”
Other mixed-use developments set to rise in Melbourne include the Collins Arch development by CBUS, which will be anchored by The W Hotel, and Sapphire By The Gardens developed by Setia, which will feature Shangri La.
Set to be completed in 2020, Collins Arch is a globally recognised project and is deemed to be one of Melbourne’s most significant architectural statements. Designed by internationally award-winning architects, Woods Bagot and New York based SHoP Architects, the development is set to turn heads with its monumental design featuring two towers linked by a sky bridge spanning 14 metres.
The highly anticipated W Melbourne will be in the eastern tower of the dual tower project, which will feature 294 rooms across 15 levels, 40 suites and a cocktail bar, restaurant, day spa, pool, gym, as well as conferencing and ballroom facilities.
The western tower will comprise of International WELL-rated commercial office spaces, retail, hospitality and 202 luxury residential apartments which will extend out across the sky bridge and into the eastern tower.
“Part of the CBUS Property ethos is making sure that every project we do is as good as it can be,” said CBUS Property’s General Manager of Development, Chris Kakoufas.
“What this means for Collins Arch and for all of our projects is that we have really noted that it’s going to be here for hundreds of years and going to be enjoyed by many generations of people.”
Residents will have access to a number of hotel extravagances including a 25-metre swimming pool, lounge area, private dining facilities, wine cellar, yoga studio, gym and a private sky garden.
Sapphire By The Gardens is another globally significant project, bringing a world-class hotel brand such as the Shangri La to one of Melbourne’s most grandiose new developments.
The Cox and Fender Katsalidis-designed two-tower development will showcase a translucent gold sky bridge, connecting the two towers whilst creating an emblematic sculpture in the Melbourne city skyline.
Located on the northern position of the CBD overlooking the picturesque Carlton Gardens, Sapphire is said to be one of the best positioned residential buildings in Melbourne and offers residents truly world-class inner city living.
“There are very few projects of this stature in this city, or indeed around the world,” said Karl Fender, Founder of Fender Katsilidis Architects. “This is an opportunity for both residents and guests to enjoy a life in balance at an iconic Melbourne address.”
The establishment will be home to one of Melbourne’s largest ballrooms as well as a range of private dining, bars and relaxing pool, spa and wellness spaces. From the 24-hour concierge to the strikingly imperial lobby, Sapphire by the Gardens is the epitome of indulgence.
Our team at Media Plus are very proud to be handling the media strategy and buying for West Side Place, Collins Arch and Sapphire by the Gardens.
Colliers International is Australia’s premier off-the-plan sales agency and we are thrilled to be working with them on some of Melbourne’s most anticipated residential launches. We will adopt a multi-channel approach to ensure every development is gaining maximum exposure across a wide variety of platforms.