Following the landmark announcement of plans for one of Australia’s tallest residential towers in Parramatta, private equity real estate firm Conquest has officially unveiled its residential portfolio operating brand ARTE.
With the launch of ARTE, Conquest is shifting the focus from the financial model of renting to the experiential concept of ‘multifamily living’.
The term ‘multifamily’ is the term used widely in the US and in some parts of Europe to describe Build to Rent. However, Conquest’s CEO Michael Akkawi is challenging the industry’s terminology.
“The term ‘Build to Rent’ feels purely functional – it describes a financial structure, not a human experience. With ARTE, we are moving beyond that.
“We refer to this sector as ‘multifamily living’ . It is not just about providing a roof over someone’s head; it is about curating a vertical village where community, amenity, and service are integrated into everyday life.”
Michael Akkawi, CEO, Conquest
The ARTE brand will debut with a scheme that matches this vision – a mixed-use skyscraper set to redefine the Western Sydney skyline. Planned for the strategic corner allotment at 87 Church Street & 6 Great Western Highway, the development is currently progressing through the State Significant Development Application (SSDA) process.
Designed to serve as a ‘city within a city’, the scheme will be a projected height of 250 metres across 78 storeys, positioning it as one of the tallest residential buildings in Australia.
It will house approximately 1,000 dwellings, comprising a mix of studio, one-, two-, and three-bedroom apartments to suit conventional households and key workers. A firm commitment to dedicate 10% of the residential gross floor area to affordable housing for 15 years has been made, managed by a community housing provider.
Concept image of Conquest’s proposed Parramatta scheme.
Amenities include pools, saunas, yoga studios, co-working spaces, and a cinema room. Moreover, a vibrant four-to-five-level podium featuring commercial and retail spaces will activate the street level and integrate with the Parramatta CBD.
“ARTE represents the art of living. In a traditional rental, you have a landlord and a lease. In a multifamily living environment under the ARTE brand, you have a community and a lifestyle.
“We are taking the successful global multifamily concept and tailoring it to the Australian market to create spaces where residents feel a genuine sense of belonging.”
Michael Akkawi, CEO, Conquest
In pursuit of architectural distinction for this landmark site, Conquest intends to conduct a design competition, collaborating with the world’s best architects to ensure the tower becomes a destination of design excellence.
To achieve the intended scale and housing capacity, the proposal requires amendments to existing planning controls, including an increase in the Floor Space Ratio (FSR) from 10:1 to 23:1, and a height increase from 180m to 250m.
Conquest notes that leveraging government increases in FSR and the Housing Development Application (HDA) process is essential to making such a large-scale scheme financially viable.
“This is a landmark project. Now that the planning departments have allowed us to go up, we’re looking to build one of the tallest towers in the country and create a landmark piece.
“We’re really a long-term player in the sector, and we believe in Sydney and the strength of the market as migration continues.”
Michael Akkawi, CEO, Conquest
Conquest’s vertically integrated structure allows the firm to control the quality of the product from construction through to the resident experience. However, Michael acknowledged the significant hurdles facing the industry, including high construction costs and new government levies.
He highlighted the impact of the Housing Productivity Commission (HPC) charge, noting it can amount to a substantial figure on a 1,000 apartment job.
Despite these challenges, the launch of ARTE and the progression of the Parramatta tower signal Conquest’s commitment to addressing the housing crisis by increasing supply in high-amenity, transport-rich locations proving that the future of high-density housing is about more than just height; it is about the quality of life within.