WORDS: Tabatha Willis PHOTOGRAPHY Supplied

A NEW generation of city shapers are emerging on the Gold Coast, breathing fresh life back into one of its most exclusive beachside residential enclaves.

Plans have been laid for a $95 million luxury boutique apartment project at Main Beach, providing a foundation for redefining the city’s development landscape.

Polites Property Group and Descon Group Australia have this week lodged a development application for a bespoke collection of 29 full-floor luxury residences on the corner of Beulah Lane and Main Beach Parade, La Mer; designed to reinvigorate the once vibrant suburb and bring coastal high-rise living into the 21st Century.

Prominent property firm Polites Property Group is headed by identical twins Alex and Marcus Polites, the grandsons of late Adelaide property mogul and BRW rich-lister Con Polites. They have followed in his footsteps by forging their own paths in the property industry. Inspired by their grandfather’s passion and ambition, they established Polites Property Group, which specialises in property amalgamation, development sites, retail leasing and property development.

Descon Group Australia draw on specialist expertise and resources to deliver high quality works in the development and construction industry, with a profile of national projects including Assemble’s 393 Macaulay RD Kensington built to rent development – comprising 76 apartments nearing completion; and Descon’s Waverly development in Southport Queensland comprising 60 apartments with construction set to commence in coming months.

With a mission and dedication to provide for their clients, Descon are excited to bring forth and provide the Gold Coast with lasting construction outcomes.

Descon Director Anthony Quinn and Alex Polites are both Gold Coast locals and childhood friends, and their combined skill sets merge seamlessly to create the perfect team for high rise building development in South East Queensland.

La Mer is set to become a landmark development for Main Beach, which is undergoing a well-overdue revival after being dormant for a number of years.

The multi-million dollar project will be topped with a stunning penthouse with its own rooftop terrace.

Each of La Mer’s spacious and contemporary apartments will span 301sq m and comprise three bedrooms with 3.5 bathrooms and include a generous amount of storage for residents.

With the site’s north-easterly aspect, all the residences will have beach views and a walkway directly across the road will provide easy access from La Mer to the sand and surf.

The official launch of the onsite display is scheduled for the 5th of June 2021 with construction anticipated to commence May 2022.

Apartments in the project at 3580 Main Beach Parade will be priced from $2.2 million.

Designed by architects Archideom, La Mer has drawn its inspiration from the surrounds of the area — bordered by the beach and the Broadwater. Its sculptural composition dares to be different offering a truly unique and refreshing new approach to apartment living on the Gold Coast.

“The 3580 Main Beach Parade proposal is a modern built form outcome that will make a positive contribution to the character of the Main Beach locality,” said Steve Morton of Zone Town Planning.

“The Code Assessable development represents an efficient use of land zoned for high density residential outcomes that ensures that all units have a minimum of 2 car parking spaces.

“The proposal is expected to assist in addressing the significant dwelling supply shortfall currently being experienced within the City.”

La Mer follows the success of Polites Property Group’s joint venture with Ignite Projects on its $85 million Cabana Palm Beach project, which has been a sell-out.

The beachfront development with 34 luxury apartments and a private Caribbean-style resort club was launched in December last year and within a few months had snared buyers for all the residences, which were secured off-the-plan. The apartments were priced from $1.99 million to $2.775 million; with construction due to commence in June 2021.

Expressions of Interest are now being taken; for further information please visit https://www.first