VIDA lifts luxury bar for Meriton

Meriton, since its beginnings in 1963 under the leadership of founder Harry Triguboff AO, has been known for its exemplary high-rise developments and outstanding master-planned communities.

The company has changed the face of many neighbourhoods across Sydney and the Australian east coast with its landmark developments, which often have served as crucial anchor points in the gentrification of inner-city suburbs.

Now, a new era in Meriton’s evolution is being ushered in by Mr Triguboff’s grandson, Daniel Hendler, who is behind the company’s launch of its Platinum Collection brand of boutique developments.

The Platinum Collection differs from Meriton’s traditional product in two ways. It delivers smaller developments showcasing striking architectural designs. They offer superior internal fixtures and finishes which create a penthouse-style luxury feel in every apartment.

“The majority of Meriton developments are high-quality master-planned communities with many hundreds of apartments,” says Mr Hendler, who is Meriton’s development and operations manager.

“Now, the Platinum Collection is bringing Meriton standards to the premium boutique market.”

The idea for the Platinum Collection came about through analysis of the Sydney market for luxury apartments during the construction boom and the changing demands of three distinct groups – first-home buyers, people down-sizing, and investors.

“We saw a lot of developers were not putting enough love and attention into the design, look and feel of their developments,” says Mr Hendler.

“They’re more concerned with the bottom line rather than the quality of the product, so we thought the best way to differentiate ourselves was going that extra mile on design, finishes and fixtures.

“Meriton always has had a strategy of upping the ante with every new development – providing better quality each time. The Platinum Collection finishes will be superior to anything Meriton has done before.”

Mr Hendler says there is an unsatisfied niche in the Sydney apartment market, with a significant number of Gen Y first-home buyers, baby-boomer ‘downsizers’, and investors seeking higher quality in a boutique package.

“Some buyers want the master-planned community, living on top of retail or a train station, whereas other buyers want a boutique product that is more personal and secure. That’s the market the Platinum Collection will serve,” says Mr Hendler.

“On an income-to-purchase ratio, Gen Ys are having to spend more and they’re very particular in what they buy. They’re looking for quality and appreciate superior design and finishes. Baby-boomers downsizing from larger homes are often used to this level of quality too.”

Construction is under way on the Platinum Collection’s first development, VIDA in Mascot in Sydney’s east.

VIDA, at 577 Gardeners Road, will showcase the outstanding design and top-of-the-line fixtures and fittings that will be the hallmark of the Platinum Collection apartments.

Mr Hendler says the purchase of VIDA’s 1626 sqm site in an off-market deal has provided the perfect debut opportunity for the Platinum Collection due to its urban location only 5km from the CBD and 2km from the airport. The site has come with development approval already in place for a more boutique -style development.

“With VIDA, we’ve gone for a very striking architectural design with interweaving balconies.

“There will be two boutique blocks comprising 46 apartments, with an average of four apartments a floor and an enchanting rooftop garden and barbecue area where our residents can really relax and unwind with their family and friends.”

Mr Hendler says VIDA is a unique offering because of its high-end luxury feel; unimpeded views of Sydney’s city skyline and southern districts; and the size of the apartments, which will range from 65 to 100sqm internally and will be some of the largest in Mascot.

The ground-floor apartments will have private courtyards of from 32 to 49sqm and the other apartments will have 20sqm entertainment balconies. Some apartments also will feature large bedroom-size studies with windows and integrated air conditioning.

Mr Hendler has been personally involved in the selection of fittings and fixtures, which will be an important distinguishing feature for Platinum Collection apartments. Together with Meriton’s interior design team, he looked all over the world for ideas, trends and the best products available for the first Premium Collection development.

VIDA will feature large format limestone-look tiling, Italian brushed-nickel tapware, shadowline skirting and integrated reverse-cycle air-conditioning.

The centrepiece of most en suites will be a striking freestanding bathtub. Other bathroom details will include frameless glass showers with dual rainwater showerheads and recessed shelving, wall-hung Caesarstone vanities, and an oversized mirrored cabinet with LED strip lighting.

The kitchens will feature designer pendant lighting, satin finish polyurethane soft-close cabinetry, 60mm Caesarstone benchtops, backlit Carrara marble splashbacks and a full range of Miele appliances.

VIDA also will have individual lock-up garages, storage areas and bicycle racks.

The Premium Collection pacesetter will be just a five-minute commute to the CBD from Mascot station. Close by is Sydney Park, Gunyama Park and Aquatic Centre, Moore Park Golf Club, the Sydney Cricket Ground and Eastern Suburbs beaches.

VIDA will be surrounded by restaurants, cafes and artisan bakeries and will be just an 850-metre walk to Meriton’s new 5000 sqm retail development, Mascot Central.
Construction of VIDA started in mid-December.

“We’re creating a really amazing product,” says Mr Hendler.
“If Platinum Collection is as successful as we think it will be, there is potential to roll it out across our pipeline and in larger developments.
“This could be the start of a very different and very exciting product for Meriton.”