Mirvac is enlisting five of East Melbourne’s most accomplished local residents to launch its new apartment project, The Eastbourne.

One of Australia’s early pioneers of IVF treatment, the founder of a natural medicine foundation for children, and a prominent venture capitalist, are just three of the Melbourne identities profiled in the Mirvac campaign.

The Eastbourne will be is classically terraced 11-storey building located opposite the Fitzroy Gardens. It will contain approximately 250 luxury apartments.

"Apart from its leafy location, what makes East Melbourne so special are the extraordinary people who call this inner-city oasis home," said Mirvac’s Head of Residential, John Carfi.

"These are extraordinary people whose work has made an impression on our lives. Celebrating their stories seemed an essential part of telling people why this area is so fantastic."

It is the first time Mirvac has used the innovative strategy of using local identities to promote a project

The Eastbourne campaign makes the local residents the hero of the story, through beautifully shot editorial-style photographs in the vein of Vanity Fair or The Sartorialist. The imagery will appear in The Eastbourne brochure, on the website, and in advertising, and will be accompanied by text that explores the hearts, minds and achievements of the extraordinary East Melbourne residents.

Among those sharing their personal stories and achievements is gynaecologist, Dr Mac Talbot, dubbed ‘The Miracle Worker’, who pioneered IVF in its early days and has delivered dozens of babies to hopeful parents unable to conceive naturally.

Talbot will be joined by cookbook and wellbeing author, Karen Chen-Boscarato; private investor venture capitalist, Tom Kiing, and wife, Kim Nguyen; founder of the Children’s Natural Medicine Clinic and Smiling Mind mindfulness guru,

Kay Watts; T2 designer and illustrator, Matt Larkin; and Bates Smart directors, Roger Poole, Kristen Whittle and Jeffrey Copolov.

Kiing said, “When we were approached we felt it was a wonderful way to celebrate East Melbourne and the people who make this area so special. It’s a very strong community because it’s small, so most people know each other.”

The Eastbourne will feature a combination of one, two, three and four-bedroom residences and will be crowned by a 50-metre-long penthouse. You can register online.

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