Development of the Week: AMALI brings full-floor beachfront living to Main Beach
3 min
A collection of only 18 full-floor and two-storey residences has launched on one of the Gold Coast’s most tightly held stretches of beachfront.
AMALI will rise 22 levels at 3535–3537 Main Beach Parade, occupying an 810sqm site with no road separating the building from the sand.
Prices begin at $10.2 million for the three-bedroom full-floor residences, while the development’s two-storey penthouses are being offered from $25 million. Completion is anticipated in early 2029.
The project has received development approval and is being delivered by Eastment Group of Companies, the developer behind the nearby AMANI Main Beach. Core Property Partners is overseeing project strategy, development and construction management.
Bayden Goddard’s BGD Architects has designed the tower, with interiors by multidisciplinary studio Tom Mark Henry and landscaping by Arcadia Landscape Architecture. Kollosche New Projects is handling sales and marketing.
Eighteen residences across 22 levels
Rather than maximising the number of apartments on the beachfront parcel, AMALI has been designed around privacy, space and a low resident population.
The tower will contain 16 full-floor residences and two two-level penthouses. Each home will have uninterrupted views over the Pacific Ocean and private lift access, giving residents an arrival experience more closely associated with a standalone house.
The standard full-floor residences will provide approximately 378sqm of space, with three bedrooms, three bathrooms and parking for two cars. Prices start at $10.2 million.
With only one residence occupying each typical level, the floor plans have been designed to capture natural light, ocean breezes and views in several directions. Generous living spaces will transition into outdoor areas overlooking the beach, creating a direct visual relationship with the coastline.
The two penthouses will extend across two levels and offer approximately 898sqm, with four bedrooms, five bathrooms and four parking spaces each.
Priced from $25 million, each penthouse will also have access to a private rooftop domain incorporating an entertaining lounge, bar, kitchen, terrace and swimming pool. From this elevated position, views will extend across both the ocean and the Gold Coast skyline.
Architecture informed by the coastline
AMALI’s architecture has been conceived as a restrained response to its beachfront setting.
The 22-storey form uses curved edges and layered horizontal elements to soften the tower’s profile, while extensive glazing opens the residences towards the ocean.
Inside, Tom Mark Henry has developed a palette based on the colours and textures of the coast. Natural stone and warm timber veneers will be combined with bronze and brushed-brass detailing, bespoke materials and sculptural lighting.
The approach is intended to create homes that are highly finished without feeling overly formal. Earthy tones and tactile materials will provide warmth, while expansive glazing and open living areas keep the ocean as the primary visual feature.
Private lift access, large floor plates and the absence of shared residential corridors on the typical levels reinforce the project’s emphasis on discretion.
Wellness on the beachfront
Residents will have access to a dedicated wellness precinct anchored by a heated infinity-edge pool overlooking the beach.
The facilities will also include a fully equipped gym, steam room and hot and cold plunge pools, combining exercise and recovery spaces within the building.
Direct beachfront access will allow residents to move from the development to the sand without crossing Main Beach Parade—one of the project’s defining points of difference.
The design positions these shared amenities as an extension of the beachfront lifestyle rather than a separate resort-style podium. With only 18 households using them, the spaces are also expected to offer a greater degree of privacy than facilities in larger apartment towers.
A tightly held Main Beach position
AMALI’s site is within walking distance of the Tedder Avenue dining and retail precinct and a short drive from Marina Mirage, Southport Yacht Club and the broader Main Beach marina district.
The location also places it near a growing cluster of luxury hotel, residential and lifestyle projects reshaping the northern end of the central Gold Coast.
Main Beach has become an increasingly important prestige-apartment market, supported by its relative scarcity of absolute beachfront development sites and proximity to both the ocean and Broadwater.
AMALI enters that market at its highest end. Its $10.2 million entry price positions even the standard residences firmly within the trophy-apartment category, while the two penthouses will compete with the most expensive new residences being offered on the Gold Coast.
The development follows AMANI, another boutique Main Beach project involving Eastment Group, BGD Architects and Core Property Partners. That continuity has allowed the team to carry a similar focus on large residences and limited apartment numbers into an absolute beachfront setting.
Sales are being led by Michael Kollosche and Harry Kakavas of Kollosche New Projects, with private presentations available through the project’s Broadbeach display suite.
With development approval secured and completion targeted for early 2029, AMALI’s launch adds just 18 buying opportunities to a beachfront market where scarcity is part of the proposition.
Its combination of full-floor living, private lift access and direct connection to the sand places the project somewhere between a luxury apartment tower and a collection of elevated beachfront houses—an increasingly sought-after model at the top of the Gold Coast market.
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As AI productivity trackers reshape workplace evaluations, employees are learning how to manage calendars, activity levels and AI usage to ensure their contributions are recognized.
4 min
What’s more important than being a good employee right now? Looking like a good employee in the eyes of AI productivity trackers that more managers are using to evaluate their teams.
Employee-monitoring systems are especially popular at tech companies and are also used by other white-collar firms that want to probe how people spend company time. The scary thing: You might not even know you’re being watched because many states don’t require disclosure.
Metrics can include performance data that is undoubtedly relevant, such as sales results. But it also can employ dubious proxies like keyboard strokes and how often your computer screen goes into sleep mode.
We generally accepted, or at least understood, heightened surveillance during the work-from-home era. Back then it seemed reasonable for bosses to keep tabs on employees they couldn’t see.
Yet the oversight has only escalated, and tensions are rising, too.
A group of former Meta Platforms employees alleges in a lawsuit that the company used a “constellation of internal artificial-intelligence systems” when it began laying off about 10% of its workforce in May. Meta says humans make termination calls.
However that case shakes out, a couple of things are clear. Companies eager to gauge which employees are locked in now have sophisticated AI monitoring systems at their disposal. And they believe they have leverage in a tepid labor market.
So while we may chafe at having our worth reduced to numbers on the boss’s productivity dashboard, we have to play the game as it’s being played. Here are some tips, based on conversations with people who make employee monitoring systems—and others who game the systems.
Be meticulous about your calendar
Calendar integration is one way that productivity trackers have gotten more advanced and, ostensibly, fairer.
Let’s say you make an old-fashioned phone call or attend an in-person meeting. Your Outlook or Slack status may switch to “away,” making you appear as inactive as if you were taking an extended coffee break.
Employee monitors like one made by a company called Insightful cross-check your online status with your calendar to see whether there is a valid reason for your apparent inactivity. If that call or meeting is on your schedule, then the system will recognize that you are busy offline. If nothing is on the books, it could look like you’re slacking off.
Hit the activity sweet spot, around 80%
Let’s not go any further without addressing the underlying question: How much downtime is permissible during the workday? After all, people have been scared to let managers see anything non-work-related on their screens since personal computers first arrived in offices.
No one knows this better than Roger Wagner, who is widely credited with creating the first “boss button” in the early 1980s. He designed a keyboard shortcut to instantly display a spreadsheet if the boss walked by your cubicle while you were playing a computer game. Boss buttons have been features of countless diversions since. (I confess to using one built into a March Madness streaming app.)
Wagner, the founder of computer-education company 1010 Technologies, says his original design was a joke—more of a commentary on overbearing managers than a cover for lazy employees. Good bosses understand workers need mental breaks throughout the day, he says.
This matches what I heard from Insightful Chief Executive Ivan Petrovic. He says customers that use his company’s workforce-management platform don’t expect employees to stay on task 100% of the time.
“On average companies are aiming for 60% to 80% of your time being utilized for work during the day,” he says.
Go ahead and exhale. It’s probably OK to watch an occasional YouTube video at your desk.
And if you’re going to artificially inflate your activity level, be careful. Hitting 90% could look suspicious.
Get physical
So don’t leave your mouse jiggler on all day. Choose the right one if you must resort to shenanigans.
There are lots of software applications that mimic the movements of a computer mouse, so you can appear to be working while away from your desk. There are also devices that plug into computer ports and do the same thing.
Corporate cybersecurity systems increasingly block these apps and devices, and productivity trackers claim to be able to detect them. But some workers swear by mouse docks, like one made by Tech8 USA, that keep cursors moving. The company originally made mouse-moving software but now focuses on physical jigglers.
“People are drawn to mechanical solutions because they’re so simple and don’t require software,” says Tech8 Marketing Director Sam Matthews. “As monitoring technology becomes more sophisticated, that distinction has become even more relevant.”
Use AI, but not too much
Another popular metric for employee-monitoring systems is AI usage. Companies want to know who is embracing new tools, and it can be tempting to think more is better.
“There’s a performative aspect where employees overblow their usage of AI so that they appear relevant in the organization,” says Andrea Derler, principal researcher at Visier, which helps companies track and analyze employee work habits.
In a recent Visier survey of 1,000 U.S. workers, 48% admitted to exaggerating their AI usage.
This is already an outdated strategy. Using AI for everything used to score points for experimentation. Now it can seem wasteful because many companies are watching AI token spending more carefully.
Look, productivity theater has always been part of work. Most of us aren’t trying to cheat the system, but expectations are changing so quickly that we need to be savvy about what the latest employee trackers are looking for.
Sometimes it takes a little gamesmanship to get full credit for our contributions.
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