The Rockwell, a nine-storey apartment development in Lutwyche has secured $25 million in off-market sales before its official market launch.
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Located at 21-23 Norman Avenue, the project sits approximately 6 kilometres from Brisbane’s CBD and has reached 30 per cent sold with construction already underway. The project is scheduled for its public launch in March 2026.
The $80-million development is being delivered by family-owned builder-developer Jadecorp, which has been operating since 1997. According to co-founder Maria Dracakis, the off-market sales demonstrate there is genuine demand for design-focused apartments in the area.
Property records show the 1,620 square metre site, spanning two lots, was acquired in November 2022 for a combined $3.35 million. Amended development plans were submitted to Brisbane City Council in July 2025 and received approval at the end of last year.
The building will comprise 52 two and three-bedroom residences across nine levels. HAL Architects designed the project with a 1960s hotel-inspired lobby that pays homage to mid-century design aesthetics.
The developer has reported strong interest in the penthouse residences. These apartments carry a price tag of $2.495 million, which would establish a new price record for Lutwyche if sold at that price.
The development’s centrepiece is the Residents Club rooftop, which has been designed as a private-club style amenity space. The rooftop terrace includes a sunrise pool and deck, a yoga and movement studio, an entertainment lounge, private dining areas, and a garden terrace.
The rooftop terrace features chequerboard paving paired with cobblestone elements and a raised pool sun deck surrounded by lush planting. Two private dining pavilions with integrated barbecues have been incorporated into the design. Residents can choose between pool lounges or secluded lounge nooks for relaxation.
A dedicated revitalisation zone has been created to facilitate yoga and meditation each morning, before residents settle into what the project describes as a calm retreat. The space has been crafted for both entertaining and unwinding in the Queensland sun.
The rooftop amenities have been positioned to take advantage of views across Brisbane’s skyline, while the overall design celebrates the subtropical lifestyle characteristic of south-east Queensland.
The development adds to Lutwyche’s residential offering in Brisbane’s inner north. According to project marketing materials, life at The Rockwell moves at what is described as an effortless rhythm.
The suburb offers a mix of leafy streets, local cafés, shopping precincts and parklands. Residents have the convenience of direct city access while enjoying what the project describes as the quiet charm of Lutwyche, combining the best of Queensland living with proximity to the CBD.
Jadecorp has completed 25 projects throughout its history, totalling $350 million in gross realised value. The family-owned company is confident in the market depth for the residential product, as evidenced by its decision to commence construction with the project 30 per cent sold.
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The off-market sales period allowed the developer to secure commitments before the broader public launch. According to the project website, The Rockwell features resort-style amenities, iconic design, and sweeping views to the Brisbane city skyline, celebrating Queensland’s subtropical way of life.
The developer’s confidence in proceeding to market while construction is already underway reflects the strong early response to the design-focused offering. The remaining 70 per cent of apartments will go on sale when the project launches officially next month, with settlement expected following completion of construction.
Published 13-February-2026
