Upmarket apartment homes managed by luxury hotel chains are gaining momentum as developers and buyers recognise their lifestyle and investment benefits. Developers can add a premium to the price of their apartments, knowing buyers will pay for a home in a tower named after a well-known brand that also offers the amenities usually associated with an upscale hotel. These range from the name on the front door to full concierge offerings.
Branded residences are big business not only in the hotel sector but also among luxury car brands and even jewellery and fashion labels. Melbourne property developer Beulah’s Four Seasons Hotel is in the western tower of its STH BNK development. Credit: The concept has been slower to take off in Australia, but global hotel chain Four Seasons is bringing branded apartment towers here when it opens its STH BNK site as part of a $2.
3 billion development partnership with luxury property developer Beulah. The project is set to be a “massive mini-metropolis” that will span two separate high-rise structures. The skyscrapers will become Australia’s tallest towers and be home to the tallest vertical garden in the world, at 5.
5 kilometres, nearly 1.5 times the length of the Tan running track in Melbourne. Loading Four Seasons STH BNK will have a 210-room hotel and 691 apartments, with one-bedroom units starting at $682,000.
The residences can use the hotel’s facilities, including chef-cooked dinners, the pool, the kids’ club, and wellness cent.
