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Richmond · Victoria
7 Tullo Place, Richmond, Victoria
A former Richmond chocolate factory — later Norma Tullo's fashion warehouse — converted into apartments and townhouses with exposed brickwork and industrial charm, and 100% sold before re-construction began.
Dwellings
Apartments & Townhouses
Boutique conversion
Pre-sold
100%
Before re-construction
Former use
Chocolate factory
Then a fashion warehouse
Heritage
Norma Tullo
1960s–70s designer warehouse
Setting
Bluestone courtyard
Set in lush gardens
Project overview
Edgy, with style and character.
This Richmond site has a past: a former chocolate factory that later served as the fashion warehouse for 1960s and 70s designer Norma Tullo. MPG was engaged in the early design stage to advise on design considerations and the potential pricing for each apartment and townhouse.
The conversion kept the building’s edge — exposed brickwork and enhanced industrial charm, set within lush gardens and a bluestone courtyard. MPG led the marketing and sales and provided development oversight, and 100% of sales were secured before re-construction commenced.
i.
The Challenge
A characterful but unconventional site — a former chocolate factory, once Norma Tullo’s fashion warehouse — being converted into apartments and townhouses. The task: get the design right from the start, and price and sell distinctive, industrial-style homes.
ii.
The Approach
MPG was engaged in the early design stage to advise on design considerations and the potential pricing of each apartment and townhouse, then led the marketing and sales and provided development oversight. The conversion leaned into the building’s character — exposed brickwork and industrial charm, lush gardens and a bluestone courtyard.
iii.
The Outcome
Every sale was secured before re-construction even commenced — a 100% pre-construction sell-out of an edgy, characterful development.
Services on this project
How we delivered 7 Tullo Place.
Next project
Henrietta St, Hawthorn, Victoria
A supermarket concept reimagined into 24 apartments, 100% pre-sold →
For residential developers
Character sells — when it is priced and pitched right.
Tullo Place was an edgy industrial conversion that sold out before re-construction even began — helped by early design input, sharp pricing and a marketing strategy MPG led. If you have a distinctive site, we will model its highest and best use before you commit.
Confidential. No obligation.
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(03) 9225 5254
Mon – Fri 9am – 5pm AEST
