Set on the site of the former Bradmill denim mill in Melbourne’s inner west, Bradmill Yarraville is a major 26-hectare masterplanned community by Frasers Property Australia and Irongate. Located about 7.5km from Melbourne’s CBD, the precinct is planned to deliver around 1,500 homes, including townhomes and future apartment stages, alongside retail, dining, parks and restored heritage buildings. Public reporting also notes the project has a 6 Star Green Star Communities rating and includes a future neighbourhood activity centre and resident amenity.
For a project of this scale, the master plan is the story. Buyers are not just choosing a home. They are buying into a future precinct, a heritage setting and a long-term lifestyle proposition. That made clarity, flexibility and the overall buyer journey central to the sales experience from day one.
Set on the site of the former Bradmill denim mill in Melbourne’s inner west, Bradmill Yarraville is a major 26-hectare masterplanned community by Frasers Property Australia and Irongate.
Frasers Property
Rothelowman Architects
Frasers Property
Bradmill Yarraville is one of Melbourne’s most significant inner-west regeneration projects. Frasers Property is transforming the former Bradmill factory site into a new mixed-use community with housing, public realm, retail and shared amenity, while retaining and celebrating the site’s industrial heritage. Public project information describes a development that will ultimately include approximately 680 townhomes and up to 750 apartments, with restored heritage buildings, parks and a new retail and dining precinct.
That creates a different sales challenge than a conventional residential release. Buyers need to understand not only the homes available today but also how those homes connect to future stages, open space, retail amenities, and the broader identity of the precinct. In a master-planned community, the value lies as much in the long-term vision as in the first product release.
The key challenge at Bradmill was scale.
Selling a 26-hectare precinct over multiple years means asking buyers to commit to a future lifestyle, often before the full community is in place. The team needed a way to show how the early townhouse releases related to future parks, retail, heritage conversions and the wider Yarraville context, while also balancing the site’s industrial history with a sophisticated, all-electric, future-focused residential offer.
The sales journey also needed to work for a broad audience, from first home buyers and young families through to downsizers and investors. That meant giving the sales team a flexible presentation environment that could easily move between precinct storytelling, location value, individual homes, and availability.
That led to a sales gallery built around a connected digital presentation ecosystem.
Using the Presenter App, Digital Twin, TVs, touchscreens, model lighting integration and CRM connectivity, the team could move seamlessly between the big picture and the finer detail. Rather than relying on static boards or fixed presentation flows, the experience gave agents a more dynamic way to guide buyers through the Bradmill story and tailor the conversation to different priorities.
DisplaySweet was used throughout the sales gallery as the central presentation platform for Bradmill Yarraville.
At the heart of the experience was a custom Digital Twin that mapped the broader masterplan and the surrounding Yarraville neighbourhood, helping agents demonstrate proximity to the CBD, local amenities, and how future stages would come together over time. This was especially valuable on a project where early buyers needed confidence not just in a single townhouse but in the precinct's overall direction.
Model lighting integration added another important layer of clarity. Agents could filter homes by price, number of bedrooms, or availability on the iPad, then instantly illuminate the corresponding lots on the physical model. That helped reduce buyer confusion and made it easier to move from masterplan vision to specific product selection.
Across the suite, the combination of 98-inch, 85-inch, and 65-inch displays, the Presenter App, and CRM-linked data created a polished, cinematic, and highly flexible experience. The result was a showroom journey that felt premium, was easy to navigate, and could adapt to different buyer conversations in real time.
Problem:
The project was large, long-term and difficult to communicate through static materials alone.
Solution:
DisplaySweet used a connected digital sales environment to make the masterplan easier to understand, helping buyers see how early releases fit into the wider future precinct.
Problem:
The team needed to honour Bradmill’s heritage while still presenting a highly modern, sustainable residential offer.
Solution:
The sales gallery experience balanced heritage storytelling with premium, future-focused presentation tools, creating a journey that felt both grounded in place and forward-looking.
Problem:
Different buyer types needed different conversations.
Solution:
Presenter, TVs, touchscreens and the Digital Twin gave the sales team the flexibility to pivot the presentation depending on whether the buyer was focused on lifestyle, location, product type or investment value.
Problem:
Masterplanned communities can create uncertainty around location, lot position and future stages.
Solution:
Model lighting integration and surrounding map content helped reduce confusion, making it easier for buyers to understand exactly where each home sat within the broader community.
Bradmill Yarraville achieved strong early momentum. Public reporting in March 2024 said almost half of the homes in the first release sold following the public launch, while later reporting stated the first release of Pioneer Townhomes was 50 per cent sold within a month of launch. Another 2026 update noted that stage one delivered 44 all-electric townhomes as the first completed residential component of the broader precinct.
Those results suggest strong buyer confidence in both the product and the masterplan. For a project of this scale, that kind of early take-up reflects more than location alone. It points to the value of a sales experience that can make a large, layered future vision feel clear, tangible and easy to buy into.
What is Bradmill Yarraville?
Bradmill Yarraville is a 26-hectare masterplanned community by Frasers Property in Melbourne’s inner west, being developed on the former Bradmill factory site and planned to deliver around 1,500 homes plus retail, dining, parks and restored heritage spaces.
What DisplaySweet products were used?
The project used the Presenter App, touchscreens, TVs, model lighting integration, a Digital Twin and CRM API integrations.
How was DisplaySweet used in the sales process?
DisplaySweet was used in the sales gallery as a connected presentation platform, with the Digital Twin, surrounding map and model integration helping agents guide buyers from the broader precinct story to individual home selection.
What results did the project achieve?
Public reporting stated the first release was almost half sold following launch, and later updates said the Pioneer Townhomes were 50 per cent sold within one month.
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