Melbourne’s property developers have a habit of stealing names from New York when branding their new apartment complexes – “Tribeca” and “Upper West Side” are two recent examples. However they have managed to outdo themselves, with the “Manhattan Place” housing estate in the outer western suburb of Tarneit.
This is Manhattan. Big city, tall buildings, and a vibrant nightlife.
Photo by Francisco Diez from New York City, USA, via the Wikimedia Commons
And this is Melbourne’s “Upper West Side” – a collection of cookie cutter apartment towers built atop the former Spencer Street Power Station at the arse end of Lonsdale Street. Comparing it to New York is a long bow to draw, isn’t it?
However this is “Manhattan Place” in Tarneit – a housing estate located on some empty paddocks out the back of Werribee, located about 25 kilometres from the Melbourne CBD, and with no shops or jobs available unless you jump in your car.
The main selling point of the estate is the block size, which the since closed website for Manhattan Place points out:
Land that gives you room to breathe, with plenty of space for the kids to play and for you to entertain friends.
Manhattan Place in Tarneit is where you have the rare luxury of living on 700m² plus allotments that give you room to breathe.
Finding an affordable apartment that is 700 square FEET in the real Manhattan would be a tall order!
For those of you using real units of measurement, 700 square feet is just over 65 square meters – roughly a one bedroom apartment.
The developers then move their pitch towards families looking for their second or third homes, and invoke a comparison with New York.
Be among neighbours with the same strong family values. People who value success from working hard ~ and who truly appreciate the style, elegance and sophistication that Manhattan is famous for.
Since the estate is out in the middle of nowhere, and not the middle of the city, the developers have to point out the real world is only a short trip away.
Your home will make entertaining a pleasure, swift freeway access to the theatres, restaurants and social life of the city. A short trip to magnificent ocean beaches, the world class Werribee Park Zoo, ready access to excellent schools, shopping, public transport and local sporting and fitness facilities.
And then mention the restrictive covenants in place to prevent people “not like you” from trashing the place.
Part of the charm of buying land at Manhattan Place is the freedom you have to choose your own architectural design and builder to create the luxury home of your dreams. There is the reassurance of knowing that the building and landscaping standards guarantee an environment of quality and character that protects your investment. It all combines to make Manhattan Place the place to live.
Manhattan Place is located at the corner of Sayers Road and York Avenue, Tarneit – Melway reference 234 K4.
A dead ringer for New York, isn’t it?
2020 update
Found a new one – Grand Central Tarneit.
Located right on the edge of Melbourne, halfway to Geelong.
Just another cookie cutter housing estate.
I wonder how long until that ‘proposed’ Riverside station gets built?
What’s more – New York really isn’t that nice a place!
But the trend isn’t confined to Victoria: http://www.tribecaperth.com.au/
Looks like property developers are the same no matter where you go.
There was also this wanky description of some offices for lease in Franklin Street in 2013 …
https://www.flickr.com/photos/86792135@N04/8727402823/in/photolist-
‘New York Style’ office – what will they come up with next?
Great comment!
They are at it again … see my comment at the end of the article!
http://www.wyndham.starweekly.com.au/story/1808814/point-cook-housing-estate-offers-taste-of-big-apple/
At least in that case the developer of the ‘Upper Point Cook’ estate attempts to justify the connection:
Maybe they are the new trend, taking over from the usual ornamental lake / stormwater retarding basin feature that were common at housing estates developed during the late 1990s and early 2000s.
You obviously haven’t been to Manhattan Indiana or Manhattan Illinois.
Not too different to Tarneit.
I haven’t been to Manhattan Kansas, so I don’t really know what that is like.
Manhattan Indiana is not too far from Shelbyville Indiana, they may have both been founded by Shelbyville Manhattan.
I’ve never head of the ‘other’ places named Manhattan – though the United States does have their own ‘Melbourne’:
http://www.melbourneflorida.org/
Meanwhile back in Melbourne, Australia we have our own Brooklyn:
http://www.emelbourne.net.au/biogs/EM00244b.htm
Sometimes, the Mayor of Melbourne, Florida would be on Triple R’s “Party Show” at midnight Saturday night/Sunday morning. Melbourne, Florida was actually named after Melbourne, Victoria (for you trivia buffs out there).
I am the person who came up with Manhattan Place as well as designing the logo for the market in Tarneit. The developer really loved it and the name resonated with the target market.
I sense your cynicism and sarcasm. However there is an art to naming properties. It’s all about selling the dream, the warm and fuzzy feeling and the aspirations that these people want. They wanted to be assoiciated with places that suggest class, grandeur, elegance and sophistication. Something that takes them away from their dull every day life, as long as it’s not too far fetched, crazy and over the top.
Take care.
I see where you’re coming from on the marketing front Nate – and I’d say your work here was very successful, as the names of most housing estates get forgotten as soon as the last houses are sold and the developer moves onto their next project.
Thank you Marcus. I have named and branded over 100 new developments (house & land, boutique apartments, large developments, apartments, terrace houses. high rises, skyscrapers etc) in Sydney, Melbourne and London since 2000 to now 2024. All developments were marketed and sold successfully.