Luxury residential apartments being developed by Redefine Properties

Park Central, the luxury high-rise residential apartment block being developed by Redefine Properties in Rosebank, Johannesburg, has been launched with 445 luxury apartments brought to market through Pam Golding Properties.

Park Central — the groundbreaking luxury high-rise residential apartment block being developed by Redefine Properties in Rosebank, Johannesburg — has been launched with 445 luxury apartments brought to market through Pam Golding Properties.

Park Central is a multi-million rand, high-rise residential apartment block being developed on the corner of Baker Street and Keyes Avenue in Rosebank, which is one of the most dynamic and rapidly developing growth nodes in Johannesburg, according to Pam Golding Property group chief executive Dr Andrew Golding.

“This development is bold in its conception, and the properties will offer a sophisticated urban-green lifestyle, the likes of which have not previously been seen in the greater Rosebank area,” adds Dr Golding. “Residents of Park Central will not only appreciate the magnificent sky gardens, manicured parks and roof gardens, but will also enjoy easy access to a host of facilities. The homes will offer a wholly distinctive Johannesburg living experience, and a unique investment opportunity.”

Pam Golding Properties (PGP) has been awarded an exclusive mandate to market the Park Central luxury one- and two-bedroom Park Central apartments and three-bedroom penthouse units. The homes are being sold off-plan and are priced from R1.75 million for an entry-level apartment to R16 million for a luxury penthouse.

Dr Golding says that the development of Park Central, which is due for completion by November 2018, is an indication of just how much confidence Redefine Properties, which is the second largest listed South African-based property company, has in the future of the Rosebank precinct.

“There has been an ever-growing demand for secure, upmarket sectional title residential property in the area in recent years,” he adds. “The fact that Park Central will be situated in central Rosebank in close proximity to the Gautrain Station, Rosebank Mall as well as a number of office parks, company headquarters and other commercial facilities will only assist to stimulate demand. We believe that Park Central is much needed and its development by Redefine Properties is excellently timed,” he asserts.

Redefine Properties says it is pleased to be part of the development of this iconic residential development, a first for the company. It believes this development will set the benchmark for apartment living and transform the landscape of Rosebank notwithstanding the fact that it is in line with its investment strategy of recycling capital.

Dewald Veldsman of Paragon Architects says the building will form part of an integrated urban precinct, with a vision to include pedestrian links via the parks to the Gautrain Station through to the Rosebank Mall to assist residents to achieve “a highly integrated lifestyle”.

The design is strongly influenced by French-Swiss architect Le Corbusier who between 1931 and 1933, developed the concept of “The Radiant City”. Le Corbusier suggested that city planning and building design should always consider the sun, sky, trees, steel and cement in that order of importance.

A great deal of attention has been paid to environmental factors with regards to the design of Park Central, as well as in the design of the individual units.

Redefine Properties has long been involved in sustainable design in their commercial projects and they requested that this be taken forward into this residential design. Some of the design elements in Park Central are highly advanced and novel. Sky gardens, for example, are becoming increasingly popular in international urban architecture but are a new and most welcome concept for residential buildings in Johannesburg. Sky gardens or vertical forests, as they are also known, offer a means to bring green living to high-density design.

Veldman says that the building is designed to be climate responsive and achieve maximum use of light and energy sources. Glazing will also be designed to take climate and context into consideration and reduce the need for energy to warm or cool the apartments. The building will also employ alternative power supplies such as gas to reduce electricity consumption and reduce reliance on the power grid.

Among a host of other facilities, the development will boast a, pool and entertainment areas, a coffee shop, convenience store, secure pedestrian precincts, sky-gardens scattered throughout the building as common green space, children’s playroom, braai area that includes a pizza oven, lounge, basement parking and elegant entrance foyer along with a gym.

Not surprisingly the Park Central sectional-title apartments have captured the attention of a considerable number of investors. Indeed, according to Peet Strauss, development manager at Pam Golding Properties (PGP), a number of clients have already reserved units.

“These homes have broad appeal as is evidenced by the fact that executives, business commuters, single professionals and couples have all already shown an interest in Park Central,” adds Strauss. “We have also received a number of enquiries from international investors, particularly from other countries in Africa. Some have expressed a need for a conveniently situated home in South Africa, while others have noted the high demand for short term luxury rentals in Rosebank and believe that the apartments offer an excellent ‘buy-to-rent’ investment opportunity.”

Strauss says that rental market in Rosebank is benefitting from the shortage of quality of accommodation that is currently available in the area. He adds that the fact that Rosebank is not only a vibrant commercial area in itself, but is also situated close to Sandton, the financial capital of the African continent, only adds to the demand for homes in the area.

Park Central offers those looking to enjoy green living in the heart of the city a fantastic opportunity. This outstanding building has been designed with the environment, security and convenience in mind to offer buyers a truly unique lifestyle,” concludes Strauss.