The Build-to-Rent (BTR) model has often been associated with formulaic, uninspired residential developments — functional yet devoid of the aesthetic demanded by design-conscious urban dwellers. Fitzroy & Co, the latest offering by Salta, boldly seeks to dismantle this perception. Situated in Fitzroy North, a suburb steeped in cultural and architectural renown, the project is an iteration of rental living with a curatorial approach that places design at the forefront.
Challenging the monotony of conventional BTR schemes, Fitzroy & Co introduces a residential experience more akin to a boutique hotel than a standardised rental block. “We saw an opportunity to elevate the rental experience with high-quality, highly contextual apartment designs and curated services that reflect the lifestyle experiences many renters are seeking,” comments Sam Tarascio, Managing Director at Salta. This is achieved through a studied integration of Australian design, both emerging and established. Under the discerning eye of stylist Emma Elizabeth, the project alters the perception of rental spaces with a legion of materials, vintage and modernity.
Fitzroy & Co’s interiors read as a composed dialogue between past and present. The selection of furnishings eschews mass production in favour of singularity and authenticity, drawing upon a network of independent designers and artisans. The resident spaces are adorned with works by the likes of Sarah Ellison, Nicole Lawrence, Ben Jones, Elliat Rich and Tom Fereday, each contributing a distinct quality to the overarching narrative of design. Vintage accents — such as 1970s Post and Rail lounges and handpicked vinyl records — punctuate the interiors, imbuing them with a sense of history.
A project of this nature demands a setting that supports its ambitions. Spanning fourteen levels, with options for one-, two- and three-bedroom apartments plus a three-level basement with ample on-grade parking and storage for residents. Fitzroy & Co’s communal spaces, spanning over 1,000 square metres, blur the line between public and private, residential and hospitality.
“The design intention behind Fitzroy & Co was to create a place that doesn’t feel forced – with shared spaced that feel like somewhere you see as an extension of your own apartment, with areas you truly want to spend time in. It has a deliberate ‘70s nod to it, as the ‘70s were driven around entertaining in your home and bringing people together, which reflects the ethos of Salta’s Est BTR brand,” shares Emma Elizabeth, stylist.
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The building incorporates a private cinema, a bookable dining room and co-working spaces, while atop sits a sky lounge replete with a record area. The provision of bespoke wallpaper options, curated social events and a resident-led committee further entrenches the idea that renting is no longer a stopgap but a desirable mode of living. “BTR projects such as Fitzroy & Co enable people to live where they want – and how they want – instead of trading location to become a homeowner. This prevents a cultural drain in our inner-city areas as young people are encouraged to stay local, with accessible housing for them to live their best lives, in an environment geared around them,” says Emma Woodhouse, Chief Operating Officer at Salta.
The Australian BTR sector remains in its infancy, yet Fitzroy & Co signals a decisive shift in its trajectory. Rather than treating rental housing as a matter of utility, the project engages with the evolving expectations of contemporary urbanites. Salta’s Est arm has sought to dissolve the transient, impersonal nature of traditional rental models, replacing it with a long-term vision that prioritises resident agency and spatial quality.
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