Brighton beachfront project sets new Victorian off-the-plan apartment record
Two penthouses have eclipsed the previous Victorian benchmark for off-the-plan apartment sales, highlighting demand at the top end of Melbourne’s prestige market.
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Two penthouses at a luxury beachfront development in Melbourne’s Brighton have set a new Victorian benchmark for off-the-plan apartment sales, with the transactions achieving a blended internal rate of almost $50,000 per square metre.
Developer-builder Lowe Living said the sales at its $160 million Maison Savoy project achieved about $49,926 per square metre, surpassing the previous identified Victorian record set by Como Toorak in 2025, which transacted at $46,659 per square metre, according to Cotality data.
The record comes less than two months after Maison Savoy launched to market, with around 30 per cent of the project’s residences already sold and about $45 million worth of apartments transacted.
Two of the development’s three penthouses have now been secured by buyers.
Located on the site of the former Brighton Savoy Hotel at 150 The Esplanade, the project will comprise a collection of house-sized apartments overlooking Port Phillip Bay.
Residences range from 295 square metres and have been positioned as an alternative to prestige beachfront homes for buyers seeking a lock-up-and-leave lifestyle.
The project is being developed by Lowe Living, which recently marked its 10th anniversary and now has a development pipeline exceeding $1 billion, alongside a $350 million construction pipeline.
The development also reflects a growing emphasis on wellness amenities in the luxury apartment market.
Planned facilities include a private residents’ bathhouse featuring hydrotherapy pools, a sauna, steam room, salt room, cold plunge and treatment spaces, alongside a Technogym studio, concierge services and residents’ lounge.
Construction began earlier this year and is expected to be completed in early 2028. One penthouse remains available for sale, along with a limited number of two- and three-bedroom residences starting from $3.75 million.
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A Name Steeped in History, A Home Built for the Future. Timeless architecture, premium residences, and an exceptional Inner West location come together at Maybelle. With construction nearing completion, buyers can move into their brand-new home by the end of the year and purchase with confidence, knowing their home is backed by 10-Year Latent Defects Insurance.
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Almost a century before construction began, two sisters unknowingly inspired one of Sydney’s newest residential addresses.
Local landowner and developer John Henry Schroeder combined his daughters’ names, Isobel and May, to create Ismay Avenue, a street name that has become part of the area’s identity, still visible today in Ismay Reserve. The Maybelle borrows that story rather than inventing one. It takes its name from Isobel and May, drawing a direct line between the development and the history sitting right outside its front door.
More than simply another apartment building, it reflects a vision of creating homes that honour the past while looking confidently to the future.
Developed and built by Omaya, a family-owned company with more than 35 years of experience, The Maybelle reflects a commitment to craftsmanship, quality and creating communities that stand the test of time.
Located beside Ismay Reserve, the boutique collection of one, two and three-bedroom residences combines timeless architecture by Squillace Architects, premium interiors and exclusive resident amenities within one of Sydney’s most connected Inner West locations.
Location is one of The Maybelle’s defining strengths, residents are moments from train stations, bus services and the M4 Motorway.
Positioned just moments from North Strathfield, Bakehouse Quarter, Sydney Olympic Park, Parramatta and the Sydney CBD, residents enjoy the perfect balance of green open space, vibrant local amenity and exceptional connectivity.
Surrounded by cafés, restaurants, leading public and private schools, shopping and parklands, The Maybelle offers a lifestyle where everything is within easy reach.
Designed to embrace its unique park-side setting, many residences enjoy expansive balconies overlooking Ismay Reserve, while selected homes capture elevated views across the Sydney Harbour Bridge and city skyline.
Spacious open-plan layouts, premium fixtures and finishes, and two carefully curated interior schemes create homes that are both beautifully refined and designed for everyday living.
The lifestyle extends well beyond each apartment. Residents will enjoy exclusive access to a full-level Garden Pavilion on Level 8, featuring beautifully landscaped spaces for entertaining, recreation, remote working and gathering with family, friends and neighbours.
Complementing this is the elevated Sky Terrace on Level 14, where sweeping Sydney Harbour Bridge and city skyline views create a tranquil setting to relax, recharge and enjoy the remarkable outlook.
As both developer and builder, Omaya oversees every stage of the project – from planning through to construction – ensuring quality, accountability and meticulous attention to detail throughout.
Buyers can also purchase with confidence, knowing The Maybelle is protected by 10-Year Latent Defects Insurance, providing additional peace of mind long after settlement.
With construction nearing completion, buyers will be moving into their brand-new homes by the end of the year, offering a rare opportunity to secure a premium residence without the lengthy wait often associated with off-the-plan developments.
For those seeking more than just a new apartment, The Maybelle offers something increasingly rare – a home with an authentic story, a genuine connection to its surroundings and a lifestyle that brings together heritage, nature, connectivity and contemporary design in one exceptional address.
Now selling premium one, two and three-bedroom residences. To learn more or book a private appointment, visit www.themaybelle.com.au or call 1300 066 292.
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