This CBD penthouse comes with luxury furniture, art, a car collection, jewellery and 350 bottles of wine – all curated by a concierge service.

Bonnie Campbell, 3 May 2024

Behind a hefty bronze front door of the penthouse on level 83 of the Greenland Centre in the heart of Sydney’s CBD, the first thing you notice is, unsurprisingly, the view.

On the day of AFR Weekend’s visit, northerly autumn sun reflects off the surrounding cluster of skyscrapers. Behind them, a sweeping Sydney panorama stretches from the Blue Mountains across the harbour, east to the sea.

While killer views may be par for the course in Sydney’s premium apartment market, the king penthouse – which sits atop Shanghai-based developer Greenland’s tower on the corner of Bathurst and Pitt Streets – comes with a distinct point of difference.

Along with the bricks-and-mortar listing – encased in a slurry of venetian plaster, no less – the two-storey, four-bedroom penthouse can be purchased with a curated lifestyle to match.

Designed by architect David Selden, the penthouse is on offer through TRG head agent Gavin Rubinstein, with a guide of $30 million-plus. For a further $2 million, the buyer has the option to complete the luxury dream.

Rather than moving into an empty shell with bare cupboards, concierge service Cohen Freeman – the luxury brainchild of buyer’s agent Simon Cohen and gallerist Jack Freeman – wants the first day to feel like the arrival at a six-star hotel.

“We do everything – starting with furniture, lighting, drapery, styling, the art collection, down to bedding, towelling and fashion,” Freeman says.

“We also do a full pantry service, appliances, electronics and technology.”

Cohen says the curated lifestyle offering tests the adage that money can’t buy taste.

“You don’t have to think or do anything. You can walk into something designed by experts, and it’s all done and ready for you. It takes the thinking – and potentially lack of taste – out of it. ”

The concept for Cohen Freeman was first hatched when Freeman, who runs Freeman Gallery in Surry Hills, prepared Cohen’s own Potts Point apartment ahead of moving day following a lengthy renovation.

“It was quite emotional because it was the first time I actually saw my dream and my vision for the place actually come to life,” Cohen says.

“It didn’t feel like a property with furniture in it, it felt like a home. My clothes were hanging, candles were burning, the fireplace was lit, flowers were in the vases and the fridge was stocked with my favourite essentials.”

Now, the pair are hoping to replicate that emotional pull for deep-pocketed, time-poor buyers – and stand apart in the competitive luxury market.

“We just saw a gap in the market,” Cohen says. “You can get an interior designer, but that takes it to 60 or 70 per cent there. We wanted people to have the 100 per cent experience, we wanted it to be home-ready.”
Taking the concept of “fully furnished” to a whole new stratosphere, the 674-square-metre sky home is decked out with $2 million worth of artwork, custom furniture, silk rugs and designer clothing.

The wine cellar is fully stocked with 350 bottles, including Penfolds Grange, Bin 707 and Bin 111A, while the kitchen comes with a selection of glassware by Hermes and Baccarat.

A lush range of fiddle leaf figs and bonsai compliment the Verde Alpi green marble, which encases the bathrooms and outdoor kitchen.

On the glass-enclosed sundeck sits a bronze figure sculpture by two-time Archibald winner Del Kathryn Barton, valued at $96,000. Inside, two black-and-white portraits of David Bowie shot by Clive Arrowsmith sit above a coffee table by French furniture designer Francesco Balzano valued at $120,000.

Freeman says for an additional $1 million, a buyer can keep the display wardrobe, which features a collection of limited-edition Hermes Kelly and Birkin bags, fine jewellery and haute couture pieces selected by high-end personal shopping service Three Over Six.

“We worked with Three Over Six to select archived runway pieces from Gucci, Saint Laurent and Chanel,” Freeman says.

Time-poor motor enthusiasts have the option to add a trophy car collection, with a Rolls-Royce Spectre, McLaren supercar and Bentley Continental GTC waiting for them in the eight-vehicle garage.

Freeman says while they usually have months to prepare, they had to get the penthouse ready in a matter of weeks.

“We had to move heaven and earth to get it done,” he says.

“We ended up flying these pieces from London and Paris, and many top galleries.”

From Sirius, the brutalist public housing turned luxury apartment block in The Rocks, to Lendlease’s near-completed One Sydney Harbour in Barangaroo, there has been a lot of activity in the literal, and figurative, top end of town.

Rubinstein says the Cohen Freeman collaboration is a new way to stand out and boost profit.

“I believe presentation is imperative in achieving the highest sale price possible for a property,” he says.
Freeman says his service reflects the evolving tastes of wealthy buyers who want a luxury hotel lifestyle at home, at short notice.

“It is about the sentimental aspect. You can walk into a fully turnkey property, where you can envision the entire space.

“It’s all about delivering a lifestyle that has already been curated and thought of, down to the most minute details.”

Cohen Freeman’s service fee is integrated into the furniture packages, which start at $100,000 for apartments with one or bedrooms and go up to $3 million for larger turnkey residences.