East Melbourne’s elite profiled in a new campaign via Cornwell for Mirvac’s The Eastbourne project

One of Australia’s early pioneers of IVF treatment, along with the founder of a natural medicine foundation for children and a prominent Venture Capitalist, are just three of the Melbourne identities to be profiled in a new campaign by Mirvac via Cornwell.

The national developer has enlisted the help of five of East Melbourne’s most accomplished local residents to launch its much-anticipated, new apartment project, The Eastbourne.

The Eastbourne will feature approximately 250 luxury apartments set across a classically terraced 11-level building located opposite the Fitzroy Gardens. A contemporary follow-up to The Melburnian, Mirvac and Bates Smart’s iconic flagship on St Kilda Road, The Eastbourne revives this powerhouse collaboration. This partnership is set to deliver an inner city eden in East Melbourne which will echo the calibre of residences fronting Central Park in New York and Hyde Park in London, with views over the magnificent gardens, to the city skyline and bay beyond.

It is the first time Mirvac has used local identities to promote a future project, an innovative strategy in the traditional property market.

Mirvac’s head of residential, John Carfi, said The Eastbourne is a rare opportunity in one of the city’s most sought-after inner city pockets, with its location a big part of its appeal.

Says Carfi: “Apart from its leafy location, what makes East Melbourne so special are the extraordinary people who call this inner-city oasis home.

“These are extraordinary people whose work has made an impression on our lives. Celebrating their stories seemed an essential part of telling people why this area is so fantastic.”

“Views usually sell apartments and there is no doubt The Eastbourne has exceptional views across Fitzroy Gardens to the city and bay beyond, but we felt a traditional property campaign didn’t befit this very rare project.”

The Eastbourne campaign makes the local residents the hero of the story, through beautifully shot editorial-style images in the vein of Vanity Fair or The Sartorialist, with imagery to appear in The Eastbourne brochure, website and advertising, delving into the hearts, minds and achievements of the extraordinary East Melbourne residents.

Among those sharing their personal stories and greatest achievements is gynaecologist, Dr Mac Talbot, dubbed ‘The Miracle Worker’, who pioneered IVF in its early days and has delivered dozens of babies to hopeful parents unable to conceive naturally.

Says Dr Talbot: “One of my greatest delights is being able to help parents achieve their dreams of conceiving, and then having the wonderful privilege of delivering their baby is as good as it gets.”

Dr Talbot is joined by cookbook and wellbeing author, Karen Chen-Boscarato, as The Culinary Artisan; private investor venture capitalist, Tom Kiing, and wife, Kim Nguyen, as The Balanced Executive’s; founder of the Children’s Natural Medicine Clinic and Smiling Mind mindfulness guru, Kay Watts, as The Mindful; T2 designer and illustrator, Matt Larkin, as The Inspired; as well as Bates Smart directors, Roger Poole, Kristen Whittle and Jeffrey Copolov as The Architects.

Says Kiing: “I never thought I would be profiled in an advertising campaign. When we were approached we felt it was a wonderful way to celebrate East Melbourne and the people who make this area so special. It’s a very strong community because it’s small, so most people know each other.”

Mindfulness guru, Kay Watts, further elaborated on her experience as a resident in East Melbourne: “My favourite walk is through Fitzroy Gardens. There are beautiful fountains, plants and trees. It’s very peaceful and so beautiful to walk through, especially when I want to drop into Collins Street.”

The Eastbourne will replace the former Dallas Brooks Centre, with Freemasons Victoria a joint partner in the project, which will see the organisation gain a new headquarters on the site.

The building will feature a combination of one, two, three and four bedroom residences and will be crowned by a 50 metre long penthouse in the style of a pavilion above the park.

Sales are expected to commence in May with the project already receiving high levels of interest, due to the success of the developer’s 2001 project The Melburnian, which is still one of the city’s most tightly held buildings.

Says Kristen Whittle, Bates Smart director: “The Eastbourne is crafted as a timeless and elegant evergreen building that, through its terraced design, has a strong relationship to Fitzroy Gardens.

“It will offer a rich layer of resident amenities set in a building that exemplifies the best in design and apartment living. Mirvac and Bates Smart are proud of what we have crafted for this iconic location. We feel The Eastbourne will become a beacon in the Australian premium property market.”