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.
Brickworks has enlisted acclaimed architecture studio Kennedy Nolan to explore how homes could become more adaptable, energy-efficient and connected to community.
Ophora Tallawong has launched its final release of quality apartments priced under $700,000.
Brickworks has enlisted acclaimed architecture studio Kennedy Nolan to explore how homes could become more adaptable, energy-efficient and connected to community.
2 minAustralia’s housing debate is often dominated by affordability and supply, but a new collaboration between Brickworks and acclaimed architecture firm Kennedy Nolan argues the conversation should also focus on the quality and longevity of the homes being built.
The project, titled Our Next Neighbourhood, examines how suburban housing could evolve in response to shrinking block sizes, rising energy costs, increasing density and changing family structures.
Rather than proposing luxury dream homes, the initiative focuses on what its creators describe as achievable suburban housing models that are more flexible, sustainable, and better suited to modern Australian life.
Brickworks commissioned Kennedy Nolan to investigate what suburban housing might look like if “design, long-term liveability and enduring materials were placed at the centre of the conversation”.
The result is two housing concepts, known as the Street Terrace and Canopy Terrace, which explore higher-density living while maintaining access to green space, natural light and privacy.
The designs incorporate adaptable floorplans that can evolve as family needs change, along with passive design principles intended to reduce reliance on mechanical heating and cooling.
Brett Ward, General Manager of Marketing at Brickworks, said the company wanted to broaden the discussion around housing beyond simply increasing supply.
“Much of the housing conversation today is understandably focused on supply and affordability, but there is an equally important discussion to be had about the quality and longevity of the homes we build,” he said.
“We wanted to explore how thoughtful design, combined with durable, resilient materials, could create homes that not only function well today, but continue to support Australian families and communities long into the future.”
Kennedy Nolan said the project was partly inspired by concerns that contemporary housing often struggles to adapt to changing household structures and environmental pressures.
The architects said innovation in suburban housing was “essential” to address changing family groupings, energy use, urban heat island effects and growing disconnection from place.
According to the design team, the concepts draw on lessons from some of Australia’s most influential housing projects while seeking to create neighbourhoods with stronger links to landscape, community and local identity.
Rachel Nolan, founder of Kennedy Nolan, said the practice saw an opportunity to reimagine suburban housing as something “more connected to our climate, our landscape, our communities and our Australian identity”.
The project comes as policymakers, developers and planners continue searching for ways to deliver more housing without sacrificing liveability, neighbourhood character or long-term sustainability.
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