Developers losing name game

BUILDING AND DEVELOPMENT: 

Brisbane property developers say the proliferation of apartment blocks in recent years is causing a crisis for them when it comes to marketing and selling their projects.

CEO of Khutt Kawners Konstructions Pty Ltd, Gerry Billt, said like most major players in the apartment development sector he had been hit by a shortage of names for new projects.

“There’s just not enough names to go around,” Mr Billt said.

“In the old days you’d build a high-rise unit block and slap a name linked to the local area, something simple like Toowong Towers, Coorparoo Chase, or Morningside Mews.

“That was even if the ‘towers’ consisted of only a single building of just a few storeys; or if there was actually no ‘chase’ in the strict meaning of privately owned land used for fox hunting; or the ‘mews’  were brand new brick units and not former inner-city horse stables from the 19th or 18th century.

“But in recent years those names started to run out and me and other developers took to applying just a single name to a high-rise project.

“We all reckoned it sounded real classy and dramatic to call an apartment block by a short single word.

“Just a few of the projects developed in Brisbane alone in recent years have been Vine, Soda, Frisco, Aurora, Infinity, and Soleil and others of that ilk.

“Even a look at those still on the drawing board show names like Amersham, Cape, Anthology, and Bloom.

“But with the boom in apartment developments in recent years it’s got to the point where there are no simple, single-word names left and it’s forcing me and others to use words we would usually steer clear of when it comes to naming and marketing our apartment projects.

“For instance I’ve recently put on the market my 32-storey inner-city apartment block Saliva, and I’ve just lodged a development application with the Brisbane City Council for my 22-storey Phlegm block.

“I like to follow a bit of a theme with the names of my projects so after I throw up Phlegm I’ll be commissioning designs and plans for my 36-storey Mucus and 26-storey Snot.

“That’ll bring to an end my bodily fluids series but you’ve got to keep moving, and only this morning I received an artist’s impression of the first of my internal organs series, a 44-storey project called Colon (main picture).

“It’ll be interesting to see what people’s reactions are when they get to see my Colon and what’s in it.

“I’m pretty confident it’ll live up to their expectations,” Mr Billt said.