World-class retirement living in a prized location.

The Grace Albert Park Lake   |  For Australian Unity
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Australian Unity’s The Grace Albert Park Lake

The Grace is an award-winning vertical retirement community with magnificent views of both Albert Park Lake and the Melbourne city skyline. One Fell Swoop delivered insightful Research & Advisory services and on point Design & Development services. Australian Unity continues to use our Marketing services, along with our highly successful on-ground Sales team.

Our campaign has been focussed on the premium retirement lifestyle, resort-style amenities, community, services and wellbeing proposition across Marketing and Sales. This approach has resonated strongly with the target market, with 95% of the community now sold and occupied.

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Research & Advisory

Having successfully worked with our client on their Carlton development, One Fell Swoop began with a Market Assessment to support pricing and a review of the exit fee structures to maximise the rate of sale.

Design & Development

We set about to craft a distinguished retirement living community where seniors not only thrive but truly come alive. Through our close relationship with Australian Unity and ensuring their commitment to wellbeing was realised in every space, we delivered precise pricing, outstanding accommodation and spectacular shared spaces. Residents of The Grace live an unparalleled lifestyle, with concierge services and support on hand when required.


Homing in on the prestigious location, sensational views and outstanding apartments and facilities, the campaign is sleek, modern and timeless. Ultra-premium brochureware, sales collateral and advertising are matched with bespoke digital assets that speak volumes to the sophisticated inner-city consumer.


Our strategy focussed on selling the most premium apartments first –penthouse and sub-penthouse stock $3M to $5M. With spectacular views and shared spaces by Fender Katsalidis, The Grace is a stunning development that our sales teams have worked tirelessly to sell. The opening of The Alba assisted living apartments and aged care suites have completed the precinct and the ageing in place offering, driving further sales.

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