ART DECO
INSPIRATION

BEHIND
TIMELESS
STYLE

Hallmark

A signature address

Nestled within Melbourne’s leafy suburb of Ivanhoe, Hallmark was inspired by the rich history and diversity of its surrounds. Featuring timeless architectural design by Fender Katsalidis and enduring materials, this collection of 32 large-scale luxury residences over five storeys solidified the reputation of Beulah as a developer of distinction.

Address
47 Norman Street, Ivanhoe

Team
Fender Katsalidis
John Patrick
Adam D’Sylva

STATUS
Built

AWARDS
Development of the Year Medium-Density Residential, The Urban Developer’s Industry Excellence Awards

Building on the experience and success of Gardenhill, for its next project Beulah turned to the established suburb of Ivanhoe – one of Melbourne’s most established suburbs known for its quiet streets and impressive homes.

The architectural vision was to take cues from, but not emulate, the Art Deco era. For Fender Katsalidis, this meant a building with strength, identity, elegance and simplicity. From the exterior monolithic form to the materials used within (including bronze, stone, timber), the result was a collection of residences which reflects both the character of Ivanhoe and creates a personal sanctuary for those who now call Hallmark home.

“WE HAVE CONSISTENTLY DELIVERED, NO MATTER THE STATE OF THE MARKET. WE PUT THIS DOWN TO OUR CAPACITY TO PRODUCE HIGH QUALITY, ARCHITECTURALLY-LED PROJECTS THAT CATER TO THE RIGHT TARGET MARKET, IN THE RIGHT LOCATION.”
– JIAHENG CHAN, MANAGING DIRECTOR, BEULAH

Designed expressly for owner-occupiers, Hallmark introduced a choice of three-bedroom residences, which was a rarity at the time in Melbourne apartments. Indeed, the site’s original permit allowed for 43 residents, which Beulah redesigned down to 35 units – creating larger homes in the process. This approach was embraced by the public, with some purchasers choosing to buy and combine residences, expanding the space of their new home even further.

Further embracing the needs and tastes of this market’s demographic, the interiors featured top-of-the-line inclusions such as Gaggenau appliances, wool blend carpets and soft-close cabinetry. Award-winning chef, Adam D’Sylva, brought his insight to the layout of the kitchen spaces with sizeable natural stone benchtops and a feature floating shelf – imbuing kitchens are more than cooking spaces, but rather entertaining spaces with depth and drama.

Hallmark Ivanhoe reaffirmed Beulah’s approach to designing and developing for the specific needs of residents, and ensuring that design and the choice of materials (from robust cladding outside to porcelain tile inside) will result in residences which will stand the test of time.

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