Glenvill Developments has tapped Ashley Bramich to be its sales and marketing director as the company begins work on the high-profile redevelopment of Melbourne's largest infill site, YarraBend in Alphington.
Bramich is set to oversee sales and marketing strategies for the $2 billion project, which will transform the former Amcor paper mill site into a 16-hectare mixed-used development.
Joining Glenvill to work on the YarraBend project was just "too good of an opportunity to refuse", says Bramich.
"This is the best master-planned community that Melbourne's seen for a long time," he says. "It's just an incredibly unique project to work on."
Set to house nearly 5000 people, YarraBend will include 2500 dwellings, four parks, two supermarkets, a 2000-square-metre retail precinct and on-site primary school.
"It's very rare to have such a large parcel of land so close to the city," Bramich says, "let alone one that has actually got 300 metres of river frontage on the Yarra and is surrounded by some of Melbourne's most prestigious suburbs."
Bramich, who has more than 20 years experience in the property industry, started his career in real estate at L.J. Hooker before moving on to project marketing.
He comes to Glenvill from BPM, having helped transition the company from the boutique medium-density market to large-scale development work. His signature project for BPM was Shadow Play, a $300 million residential tower in Southbank.
Bramich says his experience marketing property interstate and overseas will help him drive the strategy for YarraBend.
"The diversity of project mix is what makes it so appealing," he says.
YarraBend will offer freestanding homes, apartments and townhouses that Bramich says will attract everyone from first-home buyers to investors to downsizers.
He says the development, which will include homes fitted with Tesla battery packs and solar panels, is also likely to draw interest from "environmentally and technologically conscious" buyers.
With the aim of achieving the highest possible six-star rating under the Urban Development Institute of Australia's Envirodevelopment scheme, the project will incorporate sustainable water storage practices, community gardens and green rooftops.
Residents will have access to a YarraBend app that allows them to manage their lives in the community, from measuring electricity usage to booking classes at the health and fitness centre.
"YarraBend is being designed with all the lifestyle advantages that are needed in 2017 and beyond," Bramich says. "It's tailoring the project to what people want not just now but in the future."