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Melbournia Development’s Couture Armadale likely to shake up Melbourne’s apartment market with Deco styling that hits new personalised highs.

Announcement posted by Melbournia Group 20 Mar 2019

Melbourne property developer, Melbournia Developments, has announced that its new project Couture Armadale, will be launching in the city’s prestigious suburb of Armadale next month. 

 

The 19 apartment low-rise build is set to shift entrenched perceptions of apartment living - away from the mainstream cookie-cutter strategy by offering a development that elevates each apartment’s design to its own unique experience. No two are the same.  

 

This design approach, which rightfully places buyers at the forefront of the experience by building quality, value and individuality directly into each apartment, is anticipated to surprise the industry and excite the market. 

 

Inspired by Art Deco, Couture Armadale takes authenticity to a new level. Critiquing the design from the perspective of all disciplines - architectural, interior and environmental - the development presents as a highly considered residential experience. Its curation and tailor-made strategy is built around a highly targeted audience group, rather than being commercially driven with the audience as an after-thought. 

 

Melbournia Group, Director and Founder, Zoe Zhu commented, “Couture Armadale is an honest statement of exceptional quality which demands attention. It’s uniqueness and extravagance are tastefully executed. This is true sophistication. We’re expecting interest from a mature and cultured market who have a honed appreciation for beauty and are ready to indulge in life a little.” 

 

“We were drawn to the Deco theme for its sumptuousness and character and you really see this in the detail we’ve applied. Each apartment is a real celebration of individual style, right down to garden beds. No one apartment is the same,” Zhu said.

 

The Art Deco period (c.1908-1935) became its own movement as the decorative arts spilled over into every part of modern life from fashion, to furniture, art, textiles and music. It became a way of being. Couture Armadale brings this to the apartment living experience in a genuinely enticing way.

 

The development is the brain child of Kevin Phuong, Director, Melbournia Group. Even before the site was acquired, the concept and theme were developed. “I had a very clear vision for a specific demographic. There was an underlying gut feel and desire to create a residential experience that would engage this market emotionally,” Phuong said.

 

“It was important for me that it could express a level of detail not usually offered in an apartment setting, and that there was a real sense of thoughtful living integrated throughout.”  

 

Armadale attracts a multi-cultural, educated and high-earning community that appreciates its adjoining suburbs’ offers of high-end shopping, restaurants and boutiques.

 

“People are clear about why they want to live in the area and expect that the advantages and prestige the area affords them will be directly experienced in their own living environments,” added Zhu.  

 

“Couture Armadale respects this in a way that most apartment developments gloss over. The fact is the market is astute and apartment living shouldn’t feel like a compromise.”

 

Melbournia Developments collaborated with multi-disciplinary architecture, and interior design company Peddle Thorpe. Peter Brook, Director, Peddle Thorpe, Melbourne agreed that the collaborative process was not only enjoyable but that the project itself will offer a different level of interest from the market. 

 

“We’ve seen decades of much of the same from state to state, city to city. Couture Armadale most definitely has been approached with a level of integrity that is rare in the industry,” Brooke said.

 

The development comprises 1, 2, 3 and penthouse apartments starting from $660,000. The project will be released to the market with an accompanying display suite in April 2019. Interest can be registered on couturearmadale.com.au or sales concierge on 1300 813 098.


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