Stratum Takes a Stake of the Wellington Skyline
Friday September 7, 2012
Stratum Takes a Stake of the Wellington Skyline with Elevate
Inner city living is set to reach new heights when construction begins on the $42 million Elevate Apartments complex in October at 24 Taranaki St, Wellington. The location takes advantage of a natural link between the waterfront, bars, restaurants, and CBD so residents can easily enjoy the best that Wellington urban living offers.
At 16-storeys, it will be one of the highest residential buildings in Wellington and the 84 apartments in the complex feature a range of floor plans that are designed to make the most of light, views and space. There are options of one bedroom apartments from $305,000 to $379,000, two bedroom apartments from $450,000 to $558,000 and three bedroom apartments from $520,000 to $595,000. Quality fittings and materials have been used throughout providing high-end inner city living at mid-range prices.
The project has been developed by Stratum Management, Wellington’s leading privately-owned development company. Specialising in new, architecturally-designed apartments and townhouses in prime locations, their 20-years of experience has seen them drive the Elevate Apartments project through to construction during a challenging economic environment when many other developments floundered.
“Elevate Apartments will become an icon of sophisticated urban lifestyle,” says Stratum management director Craig Stewart.
“Elevate represents a vision for Wellingtonians who are looking to shift, create and lift the energy in their lives. Despite the number of 'cheap and nasty' or high end developments on the market, Elevate has been successful with its mid-range pricing as it caters for resurgence in demand for inner city living in Wellington.”
Designed by award-winning Wellington architects, Architecture Plus, the striking exterior design of Elevate Apartments draws the eye upward while quality materials including proprietary ceramic tiles, aluminum and glass create a highly contemporary yet elegant look. The entrance will link to the surrounding cityscape with a retail area on the ground floor opening on to Taranaki Street, and private access for residents to the internal secure carpark.
Special consideration has been given to the use of light and views in the apartments. Many above the third floor will have harbour views while those on the top five floors will have spectacular outlooks of the harbour and the city. Some units will feature balconies where residents can enjoy the fresh air and views, while others have “Juliet” balconies that will bring the outside in.
The building has been robustly engineered to the latest building design standards, using modern materials to ensure maximum earthquake protection. Double-glazing ensures the best possible noise reduction and provides thermal insulation to help keep the apartments warm in winter and cool in summer.
The interior design by Ron Partington from Partington Designs, features open-plan, kitchen and dining areas with high-quality European appliances and tap ware, plenty of bench space and cupboards, gleaming tiled floors and quality carpets throughout. Paired with ultra-modern bathrooms that offer ample light and space ensures comfortable living at outstanding value.
An innovative social media and marketing campaign featuring an on-site display apartment called the ‘[The Pod]’ saw 20 apartments sold during the initial marketing campaign and perhaps the first new property sales via Facebook recorded in New Zealand.
Working with Wellington marketing and brand engagement company Chilli, a number of innovative launch events were held to give people a feeling for what life in Elevate could be like, with each partner ‘owning’ their event and assisting in the campaign’s promotion, including: Swig This City; Two cocktail evenings by Bettys Function House & Bar, where bartenders not only allowed people to taste, but also taught them how to make exquisite cocktails; Taste This City; A sophisticated affair, with a three course meal offering prepared and delivered by Chef Sam Pope; Move This City; Two Les Mills gym classes, tailored around maximizing your work out and achieving balance during city life; and Stir This City; Hosted by Mojo Coffee, where baristas delved into coffee history and the art of making good coffee at home.
Through proactively seeking and engaging brand partners, Chilli was able not only to create a genuine ‘celebration’ of inner-city lifestyle that offered value to those that participated, but also provided partners with a unique, innovative and high-profile branding opportunity.
Stewart believes that this innovative marketing approach gained cut-through and won the hearts and minds of potential buyers.
“People could see that this wasn’t just another apartment pitch, but a genuinely well-thought out project that was going to be a solid investment for the future,” he said.
‘[The Pod]’ will be open and available for viewing for a further seven weeks and the development will be completed in February 2014