Featured Project

Hawthorn, Victoria

A premium site first conceived as a supermarket with five apartments above reimagined by MPG into 24 apartments, and 100% sold off the plan before construction.

Street view of the Henrietta Street, Hawthorne apartment development with contemporary design and balconies.
Original concept
5 apartments
Above supermarket
Revised HBU
24
apartments
Pre-sold
100%
Off the plan sales
Client
DealCorp
Melbourne developer
Project Overview

5 apartments
became 24.

Melbourne developer DealCorp engaged MPG to maximise the development potential of a premium Hawthorn site. The initial concept was modest: a supermarket with five residential apartments above.

Following comprehensive analysis and feasibility modelling, MPG proposed a more profitable solution – 24 residential apartments, significantly increasing both the site’s yield and the overall project return. MPG collaborated on the design refinement and led the marketing strategy, and the development achieved 100% off-the-plan sales prior to construction.

The Challenge

A premium Hawthorn site with a modest initial concept – a supermarket with five residential apartments above – was leaving value on the table. DealCorp wanted its full development potential.

The Approach

MPG ran comprehensive HBU analysis and feasibility modelling and proposed a more profitable solution: 24 residential apartments. We collaborated on the design refinement and led the marketing strategy.

The Outcome

The revised concept significantly increased both the site’s yield and the overall project return – and the development achieved 100% off the-plan sales prior to construction commencement.

Project Gallery
Exterior view of Henrietta Street, Hawthorne apartment development showcasing modern architecture and landscaped frontage.
Landscaped communal courtyard at Henrietta Street, Hawthorne featuring gardens and apartment entrances.
Private balcony at Henrietta Street, Hawthorne with outdoor seating and potted plants.
Contemporary kitchen at Henrietta Street, Hawthorne with white cabinetry and modern appliances.
Modern apartment living room at Henrietta Street, Hawthorne with contemporary furnishings and natural light.

MPG Services Provided

Highest & Best Use Analysis (HBU) → Architectural Design & Design Management →
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Is your concept the
most profitable one?

At Henrietta St, a supermarket-plus-five-apartments concept became 24 apartments — lifting the site’s yield and return, and selling out off the plan before construction. Before you lock a scheme, we will model the highest and best use of your site.

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