Achieving excellence at scale

24 November 2022
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As the needs of buyers within the luxury residential sector become increasingly elevated, the higher-density market offerings are also needing to level up.

835 High Street in Armadale is one such urban activation that sees both Moda and Carr create a unique offering that combines the familiarity of larger and more generous home living, inserted within the heart of a thriving high street setting.

Ed Farquharson, Managing Director, Moda.

Within Melbourne’s inner and enviable south, 835 High Street is one of a movement of high-end densified living options that focusses on quality and an ingrained timeless endurance at its core. Allowing residents the opportunity to reduce the maintenance of a larger home while maintaining a heightened standard of living through scale, finish and location, the finely tuned offerings are garnering interest as an increasingly emerging market.

As a long-time collaborator with Carr, Moda Managing Director, Ed Farquharson, says, “Our Armadale projects have set a new bar. What we have seen and continue to prove is that higher density doesn’t have to mean poorer design.”

 

A changing tide

Having collaborated previously, both Carr and Moda align on both vision and a resonating want for respectful design outcomes that also respond to the ebbs and flows of the market.

“While there is undeniably a push toward both sea and tree changes,” Ed adds, “people are still wanting a comfortable base in Melbourne – somewhere they can come into the city, have an enriched lifestyle and be within the same areas they already know – something secure.”

With the past few years proving a re-evaluation of priorities and the reshaping of what a home is and how it needs to serve its owners, having options and flexibility is driving change. “In the past we would have come across a lot of resistance to implanting a project of its scale within such a heritage-rich area,” adds Ed, “but what we are seeing is that when it is done well, the development can improve the streetscape and the overall desirability at the same time.”

In the past we would have come across a lot of resistance to implanting a project of its scale within such a heritage-rich area, but what we are seeing is that when it is done well, the development can improve the streetscape and the overall desirability at the same time.”

Ed Farquharson
General Manager, Moda

Connection to place

Although known for its larger scaled established sole occupancy homes, Armadale and other well-placed areas are seeing shifts to how people are wanting to live, that still allow the original character and charm of their origins to remain.

“Having grown up in Armadale, and as a resident myself now also,” adds Ed, “I am well versed in the pride residents have for the area – as such, we (Moda) wanted to create something that was timeless in its design and would positively contribute to the areas for many years to come. We wanted to create something we would be proud of.”

In ensuring a relevancy that would also bring value, the model needed to be driven by quality. “Our aim was to raise the bar of the aesthetic along the strip of High Street – along with the architecture, we also managed to secure two incredible tenants (Lune and The Leaf Store) below that attract an increased influx into the areas, further stimulating the economy and surrounding small business. It was incredibly important to provide a retail offering that was commensurate to the quality of our residential development above.”

 

A resonating presence

Like many of the established homes in the area, which ultimately form the desirability of its address, 835 High Street offers a connection to the past and an ambition to carry that forward. “We wanted to create both a destination and a place to call home – activating the area for those that live there, and as a place to draw people to, from elsewhere,” Ed adds.

In focussing on the development as a contribution instead of a reshaping, the form and approach to materiality ensure a longevity. The grid pattern of the façade references a similar classical rhythm of the more historical shopfronts and heritage homes, while the weighted masonry of its structure ensures a grounding in place.

“We believe the building will raise the bar and be the catalyst for further high-quality design-driven development in the area and in turn improve the desirability of the suburb as a whole.”

 

 

Read about the design approach for the recently completed multi-residential project in Toorak, Heyington.