Featured Project

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.

Courtyard view of Tullo Place apartment development with landscaped gardens, mature trees and balconies.
Dwellings
Apartments
& Townhouses
Pre-sold
100%
Prior to conversion
Heritage
Norma Tullo
1960s fashion warehouse
Setting
Industrial
Charm
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 reconstruction commenced.

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.

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.

The Outcome

Every sale was secured before reconstruction even commenced – a 100% pre-construction sell-out of an edgy, characterful development.

Project Gallery
Landscaped communal gardens at Tullo Place featuring apartment buildings, mature trees and central fountain.
Rooftop balcony at Tullo Place overlooking the surrounding neighbourhood and city skyline.
Reading nook with exposed brick wall, open staircase, bookshelves and seating area at Tullo Place.
Bedroom with exposed brick feature wall, high ceiling and ensuite access at Tullo Place.
Open-plan living and dining area with double-height windows and private courtyard at Tullo Place.
Landscaped communal courtyard with mature trees, fountain and apartment buildings at Tullo Place.

MPG Services Provided

Architectural Design & Design Management → Development Management →
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Character sells — when it is
priced and pitched right.

Tullo Place was an edgy industrial conversion that sold out before reconstruction 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.

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