QUEENSLAND, Australia, May 31, 2011 /PRNewswire-Asia/ -- Recognising that fashion influences not only what we wear but also where and how we choose to live, Australia's leading fashion designer Alex Perry has formed a unique alliance with property developers Chrome Property Group to create a range of Alex Perry Residential apartment buildings.
After four years of planning, the first Alex Perry Residential building will launch on May 26 in Brisbane's fashion and lifestyle hub Fortitude Valley, just 1.5km from Brisbane's CBD, offering eleven levels of apartments above a five star hotel style lobby and signature restaurant/bar. 10 Alex Perry Residential buildings will roll-out across Australia through to 2021.
Perry's role as Creative Director of the Alex Perry Residential portfolio will see him bestow his signature style on each building. He said "Good design is not just about what we put on our backs but where we live and how we create our lifestyle. My role as a couturier is to customize a garment to complement the features and personality of its wearer. I have applied the same principles to Alex Perry Residential, incorporating my knowledge of proportion, scale, colour and texture to spaces instead of bodies. The couture approach will provide something unique for buyers rather than the usual cookie-cutter approach taken by many of today's new apartment developments".
Designed in collaboration with Cottee Parker Architects, the Alex Perry Residential Fortitude Valley project will transform the corner of Ann and Chester Streets into a distinctive residential address just metres from the Emporium and James Street retail and entertainment quarter. Design features include: a glittering marble and chandelier filled lobby; a roof top Grecian inspired pool and lounge area which will be known as The Aqua Lounge and apartment designs in a choice of 'blonde' or 'brunette' colour schemes.
The creation of Alex Perry Residential Fortitude Valley was inspired by the urban village environments found in great cities such as New York, Paris, Athens and Barcelona. Based in cosmopolitan Fortitude Valley with some of Australia's best boutique shopping, restaurants, cafes and galleries on the doorstep, Alex Perry Residential will offer residents a more social style of living by activating the foyer spaces with retail and hospitality outlets as well as providing high-end communal facilities including a gym, pool, sauna and outdoor entertaining area.
While international brands including Versace, Giorgio Armani and Bulgari have evolved from fashion and jewelry design into buildings, Alex Perry Residential will be the first development where an Australian fashion designer will have a namesake brand across an extensive property portfolio. Alex Perry Residential will offer purchasers on the upper two floors an exclusive opportunity to create their own 'couture residence' with tailor designed interiors.
Sales and marketing agency Coldwell Banker Property Direct will start selling apartments off the plan later this month. Managing Director, Dave Beard has stated "The demand for 'designer' fashion and furnishings has evolved into a demand for designer lifestyle and unique designer residences. Alex Perry is Australia's master of couture who has proven time and again that his design and business acumen go beyond fashion. Alex has applied his signature style and flair for living to make Alex Perry Residential Australia's most fashionable and live-able address".
Alex Perry says, "Alex Perry Residential is about enjoying the good things in life. It gives you a sense of quality and longevity that you can build your own lifestyle into. I want to help people have a great foundation for a good life".
Alex Perry Residential Fortitude Valley will be on display on location at 959 Ann Street, Fortitude Valley, Brisbane from May 28. Apartments will be priced from $375,000 to $970,000.
Chrome Properties, founder and developer of Alex Perry Residential, is a Brisbane based private development company which has brought together with it the expertise of Xede Australia, Cottee Parker and Coldwell Banker Property Direct as their delivery team. This team has delivered over $1 billion of projects, sold 'off the plan' in the past twelve years. This equates to one in every three new residential apartments in inner Brisbane. Bringing these highly experienced, respected, and complementary knowledge bases together gives Chrome Properties a distinct advantage in delivery of contemporary residential developments. The combined experience of Xede, Cottee Parker and Coldwell Banker Property Direct spans some 75 years in the property industry and this wealth of knowledge and experience is the foundation of Alex Perry Residential.
For enquiries regarding sales of Alex Perry Residential apartments, contact www.alexperryresidential.com
