Property development and funds management company Ashington have recently taken a new direction, moving into new markets and focusing their aim. To find out what they’re up to and where they’re headed indesignlive.com spoke to Executive Director, Craig Minahan.

Can you tell me a little about the new vision and identity for Ashington?

Ashington’s vision is to add beauty, memorable design, and leave a lasting positive impact on the communities it has touched, by leaving the location in a better condition than when the site was discovered. Our aim is to enhance the living, working and recreation spaces of those touched by our developments. We are committed to creating luxury properties that stand apart in the market through the quality of materials we use, the considered planning and design focus and attention to detail in all our developments.

What inspired the change?

The new vision and identity signifies the evolution of Ashington, sparked by the realization that there was a gap in the luxury lifestyle market, where Ashington could create a niche.

Where do you aspire to take Ashington in the next ten years?

Ashington will continue to grow in the luxury, lifestyle sector. We aspire to achieve consistent growth, and make a name for ourselves developing some of the best residential and mixed-use projects in Australia.

What is Ashington’s biggest strength?

Ashington projects are distinct in the market. An Ashington developed project can be identified by its low-supply, lifestyle location, its considered planning and exceptional design. Built using market-leading construction methods, superior materials and finished with meticulous detail.

Tell me about the Double Bay Stamford Plaza redevelopment?

Ashington lodged an application with the DOP [Department of Planning] in May, and have recently learned that the DOP will be the assessing authority as the project is considered a Major Project.

Ashington have developed a range of options for the redevelopment of the site. The preferred option is to create an entirely new building comprising of:

• Specialty boutique retail on the ground floor (high-end fashion, cafés, restaurants)
• 60 – 80 room luxury boutique hotel through the podium structure (levels 2-4)
• 25 – 35 Hotel Residences in mini towers above (5-9 storeys) – the latest residential concept from London/NYC where the private apartments can fully utilise the services of the hotel on a user-pays basis
• An open-air plaza through the site that connects the site linking pedestrian access to the laneways to Transvaal Ave, Galbraith Walkway/ William St and into Georges Centre.
• Retaining the two storey underground car park (190 spaces).

You have a big presence in the Eastern Suburbs market. Is this purposeful?

Our focus is on the eastern seaboard of Australia, and particularly affluent areas that have established themselves as cosmopolitan centres. To Ashington, location is everything. Our projects are about embracing the national trend for inner city revival, beach culture and lifestyle property.

Which market will Ashington penetrate next?

Ashington has taken on its first project in Melbourne, in the affluent inner eastern suburb of Malvern. We have been looking to enter the Melbourne market, and over the last 24 months have evaluated a number of projects of various types and sizes in surrounding locales.

The project at Stonington in Malvern supports the Ashington business model, being located in a blue-chip suburb enjoying an affluent socio-economic profile, with favourable topography and convenience to the CBD.

What is Ashington’s next big project?

10 Wydle Street – construction will commence in the third quarter of 2008, and will be Ashington’s first wholly residential project. Designed by Tzannes Associates, with interiors by Alex Perry, the site at ten Wylde Street is characterised by breathtaking, 270 degree views of the city and harbour, proximity to the city and its unique topography.

The project incorporates market leading environmental sustainability features, including co-generation plants, geothermal heating and cooling, retractable and rotatable vertical louvres and an innovative double skinned glass façade.

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Ten Wylde Street, Potts Point