Ergofocus in Whitlam Place – Fitzroy’s newest bespoke apartments

It’s true the urban growth of our beloved city seems to be never-ending. It can often feel like a new apartment complex begins every week. However, there are gems to be found in this constant progress, buildings that have been designed with creativity and innovation in mind.

Whitlam Place, created by Freadman White in collaboration with Anon Studio (aka Marcello Donati), is one of these aforementioned gems. Located in Fitzroy, this boutique apartment complex has undoubtedly captured our attention with its light-filled spaces and exquisite details.

What began as a grand vision and a sketch on Marcello’s dining table, evolved into a truly collaborative process with Freadman White. Together, this dream team have created a building of remarkable architectural detail. Throughout there are subtle references to the grand architecture of Melbourne – reflecting the design of Fitzroy Town Hall which stands directly opposite the site.A focus fireplace suspended in home

The space uniquely marries European design with the quirky local vibe of Fitzroy, making Whitlam Place a distinctly Melbourne apartment.

Textures of warm timber and terrazzo paving are paired with stunning stone and ceramics. Every room is awash with light, and each window reveals a view to the gum trees outside. The tranquillity of the space is remarkable.

In the penthouse, stunning sculptural elements and Marcello’s personal collection of art and furniture create an eclectic charm. Our very own Ergofocus fireplace has also found a home here, the perfect piece to offer warmth and luxury in this exquisitely designed space.

Melbourne’s ever growing apartment market could always benefit from creativity and ingenuity. Spaces designed with history in mind, but executed with contemporary flair. Whitlam Place has done just that. It is the result of a distinct vision and hard work – bringing the bespoke and bold to Fitzroy. It couldn’t have found a better home!


Ergofocus’ fiery smile never fails to capture attention. Suspended from the ceiling and set in striking black steel, its good looks and formidable heating power ensure it makes a statement both aesthetically and functionally.

From $15,000.00

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