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Brighton downsizers are being offered “fantasy worlds” curated by Ralph Lauren Home — but they’ll have to live with the furniture for about 10 years.
From a $13,600 bedroom chest to a $27,600-plus Art Deco-inspired bar cabinet to a $5100 lounge chair, much of the furniture at the five-apartment Fifty Two Black will be handmade to fit each room.
It is also mandatory.
Buyers will part ways with between $6m-$9m for a three-bedroom, penthouse-style apartment.
And PB & Co president Michael Pesochinsky said he was already seeing signs it would be a success, despite a final furniture list still being two months away.
“It’s not like buying a furniture package, it will be quintessential Ralph Lauren,” Mr Pesochinsky said.
“They will curate a fantasy world for the buyer.
“Ultimately, you will walk in with your toothbrush and nothing else.”
Schemes within the homes are overseen by New York-based Meg Sharpe and include classical, contemporary or something in between.
Almost every item will be handcrafted and buyers will be expected to replace them if necessary within the first 10 years.
“There will be an arrangement with buyers for a period of time where these furnishings will be retained for the apartments,” Mr Pesochinsky said.
“And I think buyers will want that, as they would want everyone else in the complex to play the game to protect their asset.”
Even the exterior architecture, while initially formulated by Melbourne’s Nicholas Day, has been refined by the Ralph Lauren-approved Gregory Tuck.
Limited customisation — such as families being given scope to swap out fabrics for specialty materials that will stop spills and stains from setting in — will be available for a few months.
But with construction underway and expected to be complete in February, the window for tweaks is narrowing.
Mr Pesochinsky said while branded residences hadn’t been prevalent in Australia to date, most of us were very brand conscious — whether it was to Toyota or BMW, or picking Arnotts over a no-frills bickie.
Past projects involving Ralph Lauren Home include a high-end Moscow development where homes sold for about $25.894m (US$20m), and a Bangkok project that sold out before it could be officially launched.
Mr Pesochinsky added a mix of mostly downsizers had already expressed interest and given positive feedback about the curated lifestyle.
Homes will span 225-289sq m, feature an ensuite to every bedroom, private outdoor spaces and three carparks — or four for the penthouse.