Why luxury property developers are teaming up with designers, artists and wellness brands

Today’s most successful luxury projects specialise in curating finely crafted interiors and exteriors, something many developers are achieving through collaborations with some of the best in the business, from furniture designers to artists, wellness gurus to tailors.

The rise of the developer as curator is resulting in luxury residences that are not just homes, but offer a distinct identity buyers want to belong to.

Collaboration has been a priority for Melbourne’s Lowe Living since the luxury development company started in 2015. Initially partnering with furniture and interior brands, it has now branched out to collaborate with a wellness group and upmarket tailor.

“As Lowe Living evolved, so too did our approach to partnerships,” says Emma Lowe, co-founder and managing director. 

“We began thinking more holistically about how our clients live; how they spend their time, entertain, prioritise wellbeing and experience their everyday lives.

“That naturally led to collaborations with like-minded brands, artists, designers and service providers who share our commitment to quality, craftsmanship and exceptional customer experience.

“Partnerships now play such an important role in how we curate the Lowe Living lifestyle, allowing us to create experiences that extend well beyond the home itself.”

Across its portfolio of apartment projects in inner-city and bayside Melbourne, Lowe Living has worked with the likes of European furniture brand stockist Domo, fine artist Antoinette Ferwerda, Italian designer furniture brand Molteni&C and interior design consultant Bec Judd.

Recently, the increasing appeal of integrated wellness facilities has seen the company partner with Aurora Spa & Bathhouse at Jardin House in Camberwell and Maison Savoy, the revamp of the former Brighton Savoy, which both have private bathhouses.

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The Brighton project will also see a partnership with Godwin Charli, a designer tailor, as a concierge service where residents can book private fitting and styling appointments.

“I met Godwin several years ago, and there was an immediate alignment in the way we think about our clients and the experiences we create for them,” Lowe explains. 

“What stood out to me was Godwin’s understanding that true luxury is never one-size-fits-all. Together, we recognised an opportunity to extend the concept of luxury living beyond the physical residence and into the services that support everyday life.”

Creative collaborations are fast becoming the norm at luxe developments. At Chapter Group’s Fitzroy Fitzroy, furniture and lighting brand Cult Design is furnishing the communal areas of the 57-apartment project. 

Build-to-rent developer Home has partnered with Indigenous and other Australian artists to exhibit large sculptural works outside its Docklands project. 

The increasing popularity of five-star features in luxe apartments has also led to the emergence of collaborations with hotel brands. Hotel-branded projects contain both private homes and hotel rooms. Apartment buyers benefit from the same upscale fit-outs and services, such as concierges and room service, as hotel guests. 

At Sydney-based Made Property, the collaborations hark back to the basics of design. Its luxury project on Mortlake’s waterfront was created with the help of architects at SJB, headed by Adam Haddow, who is also the national president of the Australian Institute of Architects.

The Corsa Residences & Marina, a collection of luxury apartments by the Parramatta River, was always envisioned to be more than waterside homes, says Davin Finn, director of Made Property. 

“We wanted to create a place where architecture, landscape, public foreshore infrastructure and marina access were carefully integrated and where the experience of living at Corsa extends well beyond the apartment itself,” he says.

“Achieving that required partnering with specialists who shared our commitment to design excellence, liveability and long-term quality.”

The buildings that make up the project are positioned to maximise natural light, outlook and connection to the landscape, with landscaping by Dangar Barin Smith.

“The landscape is not simply decorative; it connects the buildings to the waterfront, shapes how residents move through the site and forms part of the foreshore infrastructure that the broader community will also enjoy,” Finn says.