One achievement, The Urban Development Institute of Australia (UDIA) NSW President’s award, is what many consider one of the highest property development achievements in Australia. Crown earned this particular accomplishment for their resort-style property called Top Ryde City Living. As illustrious as this achievement was, however, it wasn’t their only award for Top Ryde City Living. The property was also named best High-Density Development in NSW and ACT at the UDIA NSW awards for excellence 2013, and received the Master Builders Association Excellence in Housing award 2013.
A joint venture with Prosha Pty Ltd produced The Eastlakes Town Centre. From this collaboration, Crown received multiple accolades that included the UDIA NSW best Concept Design 2013 for the waterfront development Sanctum, another Master Builders Association Excellence in Housing award for 2012, the wildly-successful ICON at Homebush, and the HIA (Housing Industry Association) CSR Housing Awards 2007 Apartment Project of the Year.
With all of the prestige and accolades, this burgeoning company is not showing any signs of slowing down with $3 billion worth of projects in the pipeline. Some of these include expansions to their Top Ryde development with the Top Ryde City Living project (a seven-tower residential building), Viking by Crown (a 10-story residential complex in Waterloo), V by Crown (a 27-story residential tower in Parramatta), Viva by Crown (the final stage of Top Ryde), and Sky by Crown (a 20-story development in North Sydney).
We recently asked co-founder Mr. Iwan Sunito a few pressing questions about Crown’s growth and future development as a company.
In a constantly changing industry that is greatly affected by the economy, what has kept Crown Group so steady and strong?
First, we are clear about our space and we are clear about our position in the market.
We stand strong behind the Crown Group brand and we set out to deliver five-star resort-style living.
We constantly push the boundaries of innovation with each development.
Second, we have developed a scale of operation which has enabled Crown Group to recruit the best people in the industry. The benefits of improved economies of scale now stretch into many facets of the business.
Finally, speed is key. Most companies as they grow larger, also become slower. Crown Group has developed an efficient, vertically-integrated company structure incorporating in-house design, construction, development, finance, sales and marketing teams. This has enabled us respond quickly in the market. Our ability to respond rapidly is a testament to the saying “it’s not the big that beat the small, it’s the fast that beat the slow.”
These three concepts have helped Crown Group move from strength to strength since over the past 18 years, from our first $28 million project to a development pipeline of projects worth $3.5 billion.
Which current or upcoming project that Crown is involved in, are you personally the most excited about, and why?
I’m very excited about our landmark development within the new Green Square Town Centre in Sydney.
The local government has committed $8 billion to revitalize the vibrant new Green Square precinct which is just 5km from the CBD – between the city center and Sydney’s International Airport, close to Sydney’s best universities.
Our development, Crown Green Square sits in a key location within the new precinct with approximately 416 luxury apartments and 5,000 square meters of retail and restaurant space. The design by Koichi Takada Architects is truly world-class and we’re excited to see the project set the benchmark for luxury urban living in Sydney.
What top factors do you consider when deciding upon a new project?
We select only projects which are true to the Crown Group brand – we choose sites close to transportation, universities and good schools as well as shops, restaurants and employment centers. Our developments are architecturally designed to maximize their potential – from sleek and seamlessly appointed living areas, to elegant, open-plan kitchen and dining areas that stretch into landscaped gardens or courtyards. Crown Group has a well-earned reputation for quality, resort-style amenities.
Your company has already accomplished so much; do you have any dream projects you would like to see come into fruition?
In addition to our incredible real estate projects, we’re also exploring various “build to hold" opportunities. We are now developing our first hotel-style development, for locals and visitors to enjoy, Sydney by Crown.
What would you say Crown Group’s focus is when developing a property?
Our focus is to deliver exceptional quality and innovation to our residents. We offer convenience and five-star experiences across every facet; whether it’s picturesque city views, one of-a-kind architectural details, or multi-functional libraries, gyms and music spaces, we aim to present tenants with an unparalleled quality of life.
What do you want Crown Group to be remembered or recognized for?
Going above and beyond our clients’ expectations in apartment design and amenities. Creating developments which set the global benchmark in architecture.
What inspires you as a developer and how do you implement these visions in your designs?
To create a sanctuary for our residents. We achieve this by providing resort-style living from expansive, luxurious foyers to one of-a-kind architectural details, from libraries and gyms to pools and gardens. Most importantly we aim to provide a fluid connection between the inside and outside spaces with the use of world-class architecture. We demand a disciplined workflow and quality work from all our contractors and we bring the builders to the forefront, involving them across the construction process.