La dolce vita at La Storia


For those who know Carlton, they will be aware of the old University Meats factory on the edge of Argyle Square.

Now, a six-level apartment building will soon replace the long-held family business on Cardigan St.

The Marcocci family, who owned the University Meat address, are behind the 20-apartment La Storia development.

The family’s close connection with the site prompted them to call on M3 Design for a design that will put residents first.

“They wanted to bring the site to a higher purpose and not necessarily put as many dwellings as possible, ”Gianni Mancuso, lead architect at M3 Design said.


They wanted to reduce the density of the project to a collection of homes that can take advantage of the amenitites that Carlton and the CBD have to offer. The goal was to provide a sense of luxury for future residents.


The building’s well-crafted facade is a hint of the luxury to come inside. It features chamfered concrete panels and columns that form a type of exoskeleton for the building.

Spacious floor plans are the centrepiece of the interiors, also by M3 Design.



These are punctuated by bedrooms that are clearly set aside from living areas.

“All the private bedroom quarters are separated from the living, kitchen and dining by foyers and vestibules,” Mr Mancuso said.

“We put a lot of effort into making the best use of space. So, we’ve got a clear distinction between private and public quarters, which you don’t necessarily have the opportunity to do in most apartment floor plates.”

Kitchens feature butler’s pantries, induction cooktops and integrated fridges and freezers.

There are four different floor plates for buyers to choose from, some measuring up to almost 200 square metres. And there are only four residences per floor, ensuring a high degree of privacy and security.

The balconies are also generously proportioned and add extra living space. Each of the residences has a unique aspect, including apartments on the corner of Cardigan St that look over Argyle Square.

The Marcocci family spared no expense on even the finer details of La Storia, employing New Yorker magazine cover artist Julianna Brion to create illustrations that capture the project’s four distinct personalities. Brion took her cues from geometric and abstract shapes layered with an Italian expression. •

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