Bloke Pays $17 Million For Melbourne Penthouse After Seeing It On Instagram

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Social media has certainly fostered a culture of: “I see, I want, I buy”. For the majority of the population, this might involve an article of clothing, the odd gadget, a flashy watch, maybe even a new car after a few months of saving. For a select few, this apparently entails something far more upscale… like a vacant Melbourne penthouse priced at $17 million after coming across it on Instagram, of all places.

Burton estate agent Taylor Dow posted a short video clip with every intention of getting the word out on 661 Chapel Street in South Yarra. What he couldn’t have possibly anticipated, however, was that some elite-tier operator currently wandering about in the streets of Melbourne would actually see the penthouse, reach out via Instagram, and be down to fork out millions almost immediately after.

“He told me he had to come out and see it and then purchased it on the spot,” Taylor Dow tells The Australian Financial Review.

“The buyer is someone who travels all around Australia and will use the penthouse as his Melbourne base.”



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While the 661 Chapel Street penthouse has reportedly sold as an empty shell to allow its brand new owner to customise the fitout to his exact specifications, according to realestate.com.au, the default template design includes the following:

  • 3 x bedrooms + study
  • 5 x bathrooms
  • 1 x kitchen w/ Gaggenau & Liebherr appliances
  • 1 x butler’s pantry
  • 1 x sauna & steam room
  • 1 x gym & yoga room
  • 1 x cinema
  • 1 x wine cellar
  • 1 x rooftop bar
  • 1 x private pool
    Total size: 729-square metres, incl. 185-square metres of balcony + rooftop space

“It has got some of the best views in Melbourne… My video showed that nice and clear.”

This absolute hero of a buyer also managed to secure a tidy discount. Five years ago, the asking price for the 661 Chapel Street penthouse was $22 million, packaged with the services of renowned interior designer David Hicks – making it one of Melbourne’s most expensive apartments at the time. Having saved $5 million, who knows that impulse purchases we’ll read about next.

661 chapel street melbourne penthouse sold instagram