Australia Joins Global Surge in Branded Residences
Australia’s luxury apartment sector is tipped for expansion, with developers and global brands eyeing opportunities as demand for prestige living rises.
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Australia’s fledgling branded residences sector is poised for growth, according to McGrath Estate Agents and Knight Frank’s newly launched Residence Report.
The global branded residences market has surged from 169 schemes in 2011 to 611 today, with forecasts of more than 1,000 by 2030. Locally, the concept gained prominence with Crown Residences at One Barangaroo in Sydney.
Adam Ross, Associate Director of Prestige and International Sales at McGrath Estate Agents, said developers and buyers alike were showing strong interest.
“We have seen strong interest among developers to deliver branded schemes as well as huge demand from buyers off the back of the Crown Residences sales at One Barangaroo in Sydney,” he said.
Ross noted that design, identity and services are key.
“While an emphasis remains on providing a range of services and amenities to serve wealthy but time-poor individuals, developers are investing in globally renowned architects, place makers and interior designers to create an identity for their project, community and the surrounding environment,” he said.
Michelle Ciesielski, Head of Residential Research at McGrath Estate Agents, said demand is building.
“There’s growing demand in Australia, but nothing comparable to One Barangaroo has been greenlit yet. For developers, it’s that ideal combination of timing, cost and the right site,” she said.
Ciesielski added that the sector is expanding beyond hotels.
“Today, hotel serviceability only forms part of the branded residence concept. As this market has evolved, developers have widened their scope with brand collaboration with increasingly more being delivered with non-hotel brands.”
Brisbane, Melbourne and the Gold Coast are emerging hotspots. Projects such as Seafarers by Riverlee in Melbourne and the Mondrian Residences on the Gold Coast highlight the sector’s potential.
“The sites are there, the desire and demand are there; the only uncertainty lies with finding builders with space on the books to deliver. The race is on,” Ross said, pointing to activity in South-East Queensland ahead of the 2032 Brisbane Olympics.
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Abadeen, the Lower North Shore’s most active and prominent residential developer, together with investment partner Phoenix Property Investors, has lodged a State Significant Development Application to transform the former Honeysuckle Garden and Midas site on Military Road into 100 premium new homes.
With an estimated completed value of $230 million, the proposed development will transform the former Honeysuckle Garden and Midas site into a landmark mixed-use residential community comprising 100 premium residences, activated ground-floor retail and a resort-style rooftop wellness and recreation precinct designed to become one of the Lower North Shore’s most exceptional resident amenities.
The proposal has been carefully designed to respond to the site’s varied street frontages and surrounding neighbourhood. The building comprises predominantly five and nine storeys, steppingdown towards Hale Road to reduce its visual impact, with the tenth level rooftop
wellness facilities rather than residential apartments. This built form remains below the 12-storey outcome identified through Mosman Council’s recently endorsed Masterplan process, demonstrating a considered approach to delivering much-needed housing while respecting the site’s context and neighbouring properties.
Designed by leading Australian practice DKO Architecture, under the direction of Senior Associate Matthew Ritchard, the proposal has been conceived as a contemporary response to Mosman’s unique landscape, history and community.
Occupying a prominent position on Military Road between Cremorne and Mosman villages, the site is close to boutique retail, acclaimed dining, harbour beaches, leading schools and excellent public transport connections. Upper-level residences would enjoy panoramic views stretching north across Middle Harbour, south to the Sydney CBD skyline, east to Balmoral and Sydney Heads, and west across the Lower North Shore.
Abadeen Executive Chairman Justin Brown said the project represented an opportunity to deliver a new generation of homes for Mosman that responded to changing buyer needs while remaining respectful of the suburb’s established character.
“This is one of the most significant sites to come to market on the Lower North Shore in many years,” Brown says.
“The apartments have been designed as genuine long-term homes, with efficient floor plans that maximise usable living areas, generous internal storage, strong natural light and practical connections between internal and external spaces. A diverse range of apartment sizes and configurations provide greater housing choice for individuals, couples, families and local downsizers.
“The focus has been on creating homes that caters for a broad range of buyers, from young professionals purchasing their first home, to couples establishing themselves, growing families and local downsizers who want to remain in Mosman.”
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