Bathed in pink fluorescent light, the launch of The Eighth by Crema created a beacon at 8 Palmerston Crescent, South Melbourne. Tucked away behind Kings Way and Park Street, this relatively ignored patch will soon be transformed, not only by this innovative mixed used development, but also by the initiative of the Victorian State Government and the City of Port Phillip. “The present amenities, including the infrastructure and parkland (a stone’s throw from the Royal Botanic Gardens), were already impressive. But Metro Trains’ plans, including the new Anzac Station will lift the bar again,” says Paul Little, Director of Planning & Property Partners. Little was joined on a panel by Luciano ‘Luch’ Crema, Executive Director of Crema Group, Nicolas Crema, Director, together with architect Peter Kennon, founder of KENNON+, formerly of Elenberg Fraser (and working under the Elenberg Fraser brand on this project.

However, before guests gathered to listen to the esteemed panelists, MC’d by Damon Krongold, Director of Projects at Kay & Burton, they were treated to the unveiling of the display suite. Krongold is aware of the planned developments and was keen to share these with both the panelists and the eager audience. However, unlike those attending this event, Krongold is fully aware of Crema Group’s indelible history, from its early inception in the 1950s. “You’ve built up a strong following over many decades, with clients waiting to find out about your next project,” says Krongold, who as with Crema Group, understands the need to look after people, irrespective of their stage in lifecycle.

Those showing interest in The Eighth by Crema were looking for something larger than the average-sized apartment. More akin to a house than an apartment, these generously sized abodes start at 128 square-metres and head north to 513 square metres, with offerings of one quarter, one half and full floor plates. Mim Design’s distinctive signature was clearly visible, from the sumptuous bedrooms to the marble kitchen, complete with a large butler’s pantry at one end, and cocktail cabinet and wine fridge at the other.

Although extending over 18 levels, there are only 36 apartments available. The other functions included are a business centre, co-working space, an extensive wellness centre, together with a rooftop swimming pool and a café and meeting areas at ground level. This is certainly not the usual mix found in high-rise city apartments, where the emphasis is often on maximising ‘yield’.  The marketing campaign for The Eighth also took a different approach. The surrealistic visuals produced by integrated marketing agency, Savi Communications, included a play on scale, whether it was an oversized golden brain floating against an Escher-like staircase, or an enlarged martini overshadowing a lap pool. The emphasis here is clearly on experience, and aimed at a market which understands the balance between work and leisure.

The evening also provided an opportunity to meet the ‘players’ in this important production. Luch’s father “Beppi” Crema started building apartments in the 1960s, attracting a loyal following over the subsequent decades. His company expanded with other family members. Luch Crema cited the company’s success as the result of providing quality buildings and ensuring his clients are always looked after. His son, Nicolas, who joined Crema Group seven years ago, was keen to tell the audience about Luch’s final inspections on any of their developments. “He goes around with a fine tooth comb making sure literally everything is ticked off.” “Its all about quality, integrity and looking after each client and delivering what’s promised,” says Luch.Those values have been instilled in Nicolas, who not only understands quality and its delivery, but also the family’s impressive history.

Architect Peter Kennon has spent years designing apartments, many in the CBD and its immediate environs. However, he sees The Eighth by Crema as a new benchmark, with some of the features one would find in the grand New York-style apartments: dual lifts, with one functioning as a service core in delivering parcels to one’s ‘back door’, generous kitchens, large bedrooms, state-of-the-art appliances, sumptuous finishes and crafted built-in joinery. Kennon also took the discussion closer to home, citing some of Melbourne’s iconic buildings such as Treasury in Spring Street and the Fairlie apartments, built in the 1960s and overlooking the Royal Botanic Gardens in Anderson Street, South Yarra.

The Eighth by Crema is clearly not the Treasury or the Fairlie, but it has a sense of robustness and longevity that can be shared with these buildings. “These apartments are aimed at the design savvy who really want to feel as though they’re coming home every night, not just walking down a long corridor that leads to a number above a door,” says Kennon.

Text by Stephen Crafti

Discover more about The Eighth

The Eighth by Crema

The Eighth by Crema

The Eighth by Crema

Lifestyle & Design

Be the first in the know

Receive the latest Kay & Burton property news delivered straight to your inbox.

Subscribe now No thanks!