A case of clever marketing from the village operator?

Lendlease’s newest luxury retirement development in Melbourne will offer free piano lessons to grandparents and their children and grandchildren while construction begins at the site.

From January until the end of April 2021, free piano lessons will be offered every Monday from 4pm to 5pm with a Wertheim piano teacher on a Wertheim baby grand piano in the Display Suite of Ardency Kennedy Place.

In a statement, the provider said the program was inspired by the location of the new development on the grounds of the old Channel Nine studio in Richmond, which was also the home to Wertheim Pianos, which produced over 18,000 pianos and is known for being the performance piano of choice by Australian operatic soprano, Dame Nellie Melba.

Construction is expected to begin this month and once finished, it will house 116 one -, two- and three-bedroom apartments across nine floors.