Mirvac and Belle magazine have teamed up to create a series of pop-up display apartments at the new Harold Park development in Sydney’s Glebe, with the first one created by the magazine’s interior design editor, Steve Cordony.
I was lucky enough to attend the opening last night. A further two apartments will be styled by other designers (next on the list is Greg Natale) in The Mirvac Belle Life Series later this year. Each apartment will demonstrate a different stage of life. Steve was given the brief to design a luxe apartment that would appeal to the young sophisticate inner city dweller.
The end result was beautiful, sampling furniture and homewares from Coco Republic, Cavit & Co, Cadrys, Great Dane, Becker Minty, MCM House, Garden Life, Max Sparrow, PAD, Laura Kincade, Dunlin Home and Worlds Away, and many accessories from his own apartment! Shots of navy and emerald are offset by earthy tones and vibrant dashes of bronze, copper and gold. Texture is a vital ingredient in the interior with raw and polished finishes lending a dynamic synergy to the impeccably designed space.
Mirvac national marketing and sales director Diana Sarcasmo says the collaboration with Belle is an innovative way of connecting to the many different buyer groups at Harold Park. “There is a huge emotional investment in buying a home and that needs to be reflected in the way we communicate with potential buyers,” she said. “This form of experiential marketing gives our clients an opportunity to feel included in what we are doing and, through the partnership with Belle, reinforces the brand values of Harold Park.”
The entire Belle team was at last night’s launch event, with editor in chief and The Block judge Neale Whitaker, opening it, and Steve talking about his inspiration for the apartment to the invited guests.
Harold Park by Mirvac is Sydney’s most significant urban renewal project, unlocking the former paceway for a sustainable new residential community, consisting of 1,250 apartments and terraces set in 3.8 hectares of parkland. Located just 2.5km from the CBD, Harold Park is walking distance to Jubilee Light Rail station, the University of Sydney and the cafes and shops of Glebe.
The heritage-listed Rozelle Tramsheds within the 10-hectare site will be conserved and adapted into an exciting new shopping and dining precinct, including a gymnasium and community centre. Harold Park’s green spaces form part of a continuous 20-hectare green corridor linking the suburbs of the inner-west to the Harbour foreshore.