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Mirvac’s Grand Pavilion Penthouse atop The Eastbourne in inner-city East Melbourne.
Big name developers are adopting innovative marketing techniques to flog multi-million-dollar penthouses as they look to crack price records.
The latest offering in the Victorian capital, Mirvac’s Grand Pavilion Penthouse atop The Eastbourne in inner-city East Melbourne, features a transparent pool. The penthouse with views of the Fitzroy Gardens is priced at $15 million-plus. The sale of the five-bedder, with 507sq m of internal space and a 301sq m panoramic terrace, would break area records, with the city’s top penthouse sale still the $20m struck at a St Kilda Road complex last year.
The penthouse is being offered through private tender and Mirvac is hoping a deal could be done by mid-NÂovember. Qualified buyers will be hand-Âdelivered a set of Âarchitectural tools encased in a drawing kit to allow them to customise the penthouse design. In an Âexpensive marketing gimmick, a chauffeured Bentley will deliver prospective buyers to the Sofitel Hotel where they will discuss their Âvision for the project with the developer.
Innovative marketing campaigns are part and parcel of selling penthouses at the super-luxury end. The launch last year of Brisbane’s The Highgate complex was accompanied by a dinner prepared by Rockpool chef Neil Perry. Elsewhere in Melbourne, Hollywood actress Charlize Theron was brand ambassador for the up-market Capital Grand South Yarra development.