Freecity Champions Innovation and Wellness in Australia’s Housing Market

In the face of Australia’s mounting housing affordability crisis and tightening lending conditions, developers are being called to rethink traditional approaches. Freecity Group is answering that call with bold innovation in Volumetric Modular Construction (VMC), sustainability, and a commitment to community well-being.

As part of its pioneering efforts, Freecity is working toward WELL for Residential and 5-Star GBCA Green Star pre-certification for its first 528-unit, Purpose-Built Student Accommodation (PBSA) development at 169–171 Herring Road, Macquarie Park. This project will be Australia’s tallest VMC building at 20 storeys, and it reflects the Group’s broader mission: to deliver homes that foster resilience, health, and connection.

A Spotlight on Wellness at the WELL 2025 Sydney Flagship Summit

On 20 August, global leaders in health, sustainability, and design gathered in Sydney for the WELL 2025 Flagship Summit. Among them was Freecity’s Chief Strategy Officer, Steven Mann, who joined a fireside chat titled Investing in a Better Housing Market. He was joined by Shara Carson (Clearwater) and Martin Cooper (Cooper & Associates), with moderation by Ken Fong, Director of Human-Centred Design at E-LAB Consulting.

 

During the session, Mann addressed the structural challenges facing the residential market:

“Low productivity is driving worker shortages and huge increases in construction prices. There are not many builders willing to build strata apartments, given the multi-customer risks—and this is leading to the rise of Living Sector assets.”

He also highlighted Freecity’s leadership in Volumetric Modular Construction (VMC) as a scalable solution to these challenges:

“Modular has growing interest globally as many markets struggle with housing supply. Full VMC offers speed, repeatability, and sustainability. But we know we must prove it—with completed projects and real evidence. Our Macquarie Park development will be the largest VMC building in Australia at 20 levels, and we’re aiming for 5-Star GBCA and WELL for Residential certification.”

A Distinctive Delivery Model: Co-Living and Retained Assets

Freecity’s approach to housing delivery sets it apart. Unlike traditional developers who sell off assets post-construction, Freecity retains ownership and assumes ongoing operational responsibility. This long-term stewardship model is central to Freecity’s ‘Innovating Future Living’ strategy.

“Freecity is focused on high-rise residential for single-owner buildings, which means the full breadth of the Living Sector market, Student Accommodation, Co-Living and Build-to-Rent—plus hotels. We expect to add affordable and hopefully social housing in time. Density supported by high-quality community facilities allows us to provide a wide range of prices across the Living Sector typologies to meet the market.”

“BtR is our big focus, and we have designs progressing for two buildings at circa 60 levels which will eclipse the world’s largest VMC building, and a portfolio of ~4,000 Living Sector units in Sydney.”

WELL for Residential: A Cornerstone of ESG Strategy

Freecity’s ESG strategy is deeply intertwined with WELL for Residential certification. By retaining assets and managing them long-term, the company is uniquely positioned to deliver sustained healthy living benefits to residents and alignment for high quality buildings which reduce long term operating costs. The project is aiming to be the first PBSA development in Oceania to achieve this globally recognized certification. E-LAB Consulting is the design partner with Freecity Group helping to deliver these certifications.

“We see WELL for Residential as the customer-focused brand. Our strategy focuses on Innovation in Future Living, which drives us to better buildings with our Customer Value—Creating the Space You’d Love to Live in. Freecity’s use of VMC for the Living Sector market has created an alignment of interest between the Lessor and Lessee around the development and management of long-term successful communities.”

Meeting Evolving Expectations in Building Performance

As urban lifestyles evolve, so do expectations for building design and operations. Freecity is responding with compact, private apartments supported by vibrant community facilities.

“BtR is a huge change for Australia—creating smaller private apartments supported by great community facilities, a one-stop-shop for modern living. TOD-located communities’ benefit from all the urban services and public transport on your doorstep, so our future residents can “Lose the car, lower your personal carbon footprint, develop a healthier walk/ride lifestyle, and consolidate your costs for amenities into your weekly rent—and you’re coming out in front!”

Why WELL for Residential Matters

WELL for Residential certification is emerging as a powerful differentiator in the property market—not just as a badge of honour, but as a framework for healthier living. WELL is established in office markets as a key differentiator and Freecity sees it as a customer-first brand for the Living Sector that aligns with its values and long-term strategy.

Strategic Advantages

• Market Differentiation: Signals a commitment to health, sustainability, and modern living.
• Asset Value: WELL-certified homes often attract higher rental and resale premiums.
• Future-Proofing: Aligns with ESG goals and growing demand for wellness-oriented living.

Design & Construction Benefits

• Healthier Homes: Over 100 strategies to improve air, water, light, acoustics, and mental well-being.
• Credibility: Third-party validation from the International WELL Building Institute (IWBI).

Consumer Demand & Social Impact

• Meeting Expectations: Buyers and renters increasingly seek homes that support physical and mental health.
• Community Well-being: Developers can foster healthier, more engaged neighbourhoods.

 

Thought Leaders Driving Change

Ken Fong, Director of Human-Centred Design at E-LAB Consulting, brings an evidence-based approach to designing spaces that promote health and well-being. His work integrates principles of Healthy Buildings and Organisational Health, backed by human-data insights. He is one of the leaders in the Oceania region in helping organisations deliver the WELL for Residential and WELL v2 certification.

Steven Mann, Freecity’s Chief Strategy Officer, has over 35 years of experience in property funds management and development. His leadership spans Stockland, Westpac Property, and Aevum Limited, and he previously served as CEO of the Urban Development Institute of Australia. At Freecity, Mann is steering the strategic journey toward Innovating Future Living. As Chief Strategy Officer at Freecity, Steven is helping shape the strategic journey towards Innovating Future Living, managing new business, corporate strategy, major projects and corporate affairs.

 

Published: September 2025