A new rental-only apartment building in Melbourne’s Fitzroy North is not only revolutionising the rental market but is also taking property design and styling to a new level, shining a spotlight on bold new Australian designers and makers, under the careful curatorial eye of stylist Emma Elizabeth.
The internationally recognised designer has enlisted a roll call of Australia’s most exciting furniture and lighting designers to bring warmth, depth and personality to Fitzroy & Co, the maiden project completed by integrated private property group Salta within its dedicated Build-to-Rent (BTR) arm Est.
Located in Fitzroy North, one of Melbourne’s most sought-after inner city suburbs, the project is a stunning blend of home and boutique hotel, combining the best of contemporary living with a bespoke design approach and curated amenity you’d find in a chic inner city hotel or trendy restaurant or bar.
Inspired by the eclectic personality and charm of the suburb, Emma has united bold furnishings, including lights, chairs and tables by Sarah Ellison, with thoughtful vintage touches including butter-soft 1970s Post and Rail lounges and obscure vinyls sourced from local markets.
Featured throughout the building’s 1000-plus square metres of resident amenity are pieces by Collingwood’s Lightly Design, Preston’s Nicole Lawrence, Melbourne artist Ben Jones and Australians Elliat Rich and Tom Fereday, alongside established local brands Tigmi, Jardan and Fenton & Fenton.
“The design intention behind Fitzroy & Co was to create a place that doesn’t feel forced – with shared spaced that feels like somewhere you see as an extension of your own apartment, with areas you truly want to spend time in. It has a deliberate 70s nod to it, as the 70s were driven around entertaining in your home and bringing people together, which reflects the ethos of Salta’s Est BTR brand,” she said.
“I deliberately sought out unique, niche designers, showcasing a mix of local and interstate influences, to provide a balance of creativity as well as a balance between old and new to reflect the authenticity of this particular suburb of Melbourne. It was a special focus, also, to include up-and-coming designers and creators to give them an opportunity to show their pieces to a large audience – with many having their first commissions with this project.”
Dowel Jones chairs and stools feature throughout the shared resident areas, which include in-house co-working facilities, a record listening lounge as well as private cinema and a dining room which can be booked for social occasions. When commissioned for the project, the brand’s founders were surprised to learn that the Fitzroy & Co building was located on the site of their former studio, where it originated, eight years ago.
Emma has also turned her eye to curating the interiors of two key display apartments, which provide spacious kitchens – most with island benches and large pantries – and Electrolux appliances included as standard. The styling emphasises bold and colourful applications, oozing personality, and are a world away from most display apartments in the property world.
The design approach also aims to highlight how residents in the building can personalise their space at no penalty – with freedom to paint or wallpaper their rental home.
Salta managing director Sam Tarascio said: “We saw an opportunity to elevate the rental experience with high-quality, highly contextual apartment designs and curated services that reflect the lifestyle experiences many renters are seeking. We call this residential hospitality and is something we’re proud to offer through our Est platform.
“Est is driven by extensive customer research and a focus on resident needs. Fitzroy & Co reflects this, and we’re thrilled to offer a living experience that emphasises social connection and contemporary design, as well as flexibility and convenience so people can enjoy the vibrant inner north community they’re part of.”
