In October 1995, Ardoch was still an unfinished project
Pictures from the 1990s marketing pitch booklet
The text says:
"ARDOCH THE VILLAGE GREEN.
The expedient redevelopment of the land and historic buildings at Ardoch into a site which incorporates a variety of dwellings, (over a broad price spectrum, with a choice of internal styles and fit-outs) must be approached with both sensitivity and professional zeal. It is an opportunity to be a vital part of the creation of a unique residential enclave, built to the highest standards of design and construction (and in keeping with the City of St. Kilda's historic and residential demands) in this outstanding location.
A FINE RESIDENTIAL HERITAGE.
It is difficult to imagine another site in Melbourne which could boast the potential of Ardoch. Its location, its history, its aesthetics and its existing and potential design as a complete residential village built around a common green, (within one the most progressive and cosmopolitan suburbs in Melbourne), make it truly unique.
Ardoch's history dates back to the building of the first substantial home on the site in the 1860's. Set amidst a spacious garden, the home achieved an elegance and tranquillity that should provide the benchmark for all future development.
The unique environment of a cluster of buildings, based around a central green, grew out of the original building's extensions and the additions of Californian bungalow style dwellings. Fortunately, recent times have not detracted in any significant way, from the potential for the re-statement of this original concept. The historical appeal of many of the buildings is, too, essentially intact
Sequestered from the outside world, yet immediately accessible to everything this progressive suburb has to offer, Ardoch has a fine and completely unique heritage which every effort should be made to maintain and enhance."
The text says:
"Dormer Windows to match with Existing Roof.
Gable Ended Terracotta Roof.
Feature Rendered Chimneys with Terracotta Pots.
Stair Detail to Match Existing.
The text says:
A UNIQUE RESIDENTIAL ENCLAVE IN MELBOURNE'S MOST UNIQUE RESIDENTIAL SUBURB.
As Melbourne's most densely populated suburb, St. Kilda is manifestly devoted to the diverse needs of its eclectic residential base. Its cosmopolitan atmosphere, famous Acland Street shops, trendy Fitzroy Street cafes and burgeoning cultural life give it a highly original and increasingly desirable residential status. Indeed, its parks and gardens (and a discernible drive to enhance the positive aspects of the suburb) are quickly transforming it into one of the most popular places in Melbourne to live.
Close to the new cultural epicentre of the top end of Fitzroy Street, with its string of chic restaurants and night spots, and within walking distance of the popular Astor Theatre, Chapel Street and the Prahran markets - Ardoch's location has many advantages from a marketing perspective. The tranquillity of its garden aspect within this thriving inner-city environment will have real appeal, as will the historical significance of the original buildings.
St. Kilda has strong traditions. Its cultural diversity and reputation as a cosmopolitan and artistic centre give it a character which is unlike any other suburb in Melbourne.
ST. KILDA BORN AND BRED
For the past decade, the developers have been proud to be a part of the re-emergence of St. Kilda as a desirable residential location. The companies have worked almost exclusively in and around the area and have created homes for some five hundred residents.
Projects have encompassed small developments to large scale apartment complexes. All have been in keeping with the tenor of the area, offering privacy and tranquillity combined with a high standard of accommodation, (while meeting the most exacting contemporary needs) yet maintaining ready access to the great diversity of outstanding resources St. Kilda so uniquely offers.
The text says:
"MARKETING AND PLANNING. THE KEYS TO SUCCESS
Our marketing strategy would work hard to make the unique features of Ardoch really 'stand out' in the crowded real estate marketplace. A campaign along the lines of an "Historic 'country' Estate in the heart of St. Kilda" (see attached layout) would be developed to show these features, strongly and clearly at their very best, while placing the project firmly within its St. Kilda context.
The historical perspective should be paramount, showing how new buildings reflect the tone of the old. Sensitivity to the history of the buildings and an eye for the enhancement of original features will be powerful tools in the marketing and selling campaign, as will the tranquillity and beauty offered by the village common and the St. Kilda location.
Ardoch has the potential to offer everything and more St. Kilda buyers demand. It has with all the desirable aspects of an area as popular as Blessington Gardens, yet exists uniquely, within a private residential enclave.
Re-developed with a view to the needs of the market and re-interpreted with sensitivity to the surrounding area and in keeping with its history- (and subsequently marketed with the appropriate slant towards its unique selling propositions)- it is destined to be a resounding success. We look forward to being a vital part of it.
With 7 Ardoch on the left and 4 Ardoch on the right.
Note the state of the Green!
With the roundabout - but no big palm tree!
2 Ardoch Ave before the 1990s redevelopment
Note the wire fencing to the right, which surrounded a tennis court to the south of this building.