Culture Kings founder Simon Beard is taking his four-level Gold Coast penthouse to auction with a different objective: securing a sale rather than holding out for a record.
Beard and his wife Tah-nee are preparing to sell their spectacular residence at the top of Surfers Paradise’s Soul building, abandoning the A$30 million expectation attached to its previous campaign in 2024.
According to reporting by Viva Hyde, Beard now regrets rejecting earlier offers while pursuing that figure.
The property is scheduled for a private auction on 20 November 2026, through Coastal luxury beachfront specialist Tolemy Stevens.
For buyers, it is an opportunity to assess an extraordinary apartment with newly motivated sellers. For other property owners, the campaign carries a familiar lesson about the difference between a desired price and an achievable deal.
SIMON BEARD’S PENTHOUSE RETURNS WITH A DIFFERENT STRATEGY
The Beards purchased the Soul penthouse for A$15.25 million in 2021, in a transaction also handled by Stevens.
When they subsequently offered it for sale in 2024, Beard believed its distinctive features justified a record-setting result.
“We did get some really great offers, but I was adamant we can get the $30m,” he told Hyde.
He now acknowledges that holding the property has come with opportunity costs: capital committed to an asset that could have been sold and the alternatives forgone during that time.
Importantly, the supplied reporting does not establish that a firm A$30 million offer was rejected. That figure was the previous price ambition. The amounts of the earlier offers were not disclosed.
No replacement asking price is stated in the material supplied for the current auction campaign.
FOUR LEVELS ABOVE SURFERS PARADISE
The property at Penthouse 7001/4 The Esplanade, Surfers Paradise, occupies levels 70 to 73 of Soul.
The agent’s listing describes approximately 1,070 square metres across four levels, rising roughly 220–230 metres above sea level.
Its outlook extends across the Pacific Ocean, city skyline, river and hinterland.
The home includes five bedrooms, seven bathrooms and parking for eight cars, placing it well beyond the scale of a conventional beachfront apartment.
Buyers can view the current Soul penthouse listing through Tolemy Stevens.
The Beards paid $15.25m for the property in 2021
The penthouse spans four floors and rises 230m above sea level
A ROOFTOP POOL, WHISKY LOUNGE AND PRIVATE ENTERTAINING SPACES
The penthouse’s appeal rests heavily on its entertaining spaces.
A rooftop pool and spa sit above the beachfront skyline, accompanied by an outdoor kitchen and substantial gathering areas. The agent markets the pool as Australia’s highest private pool—a promotional claim buyers should independently verify if material to their purchase.
Inside, the property features a whisky and wine lounge, a main kitchen supported by a butler’s kitchen, custom chandeliers and extensive stone finishes.
A marble staircase with brass detailing connects the residence’s dramatic interiors.
These features explain its positioning as a trophy home. They do not, by themselves, establish the price a purchaser will pay.
That will depend on the available buyers, their alternatives and the terms on which the owners are willing to sell.
The heated rooftop pool is the highest in Australia
It’s an entertainer’s dream
THE AIRSHOW PARTY THAT HELPED DELAY A SALE
The apartment has also served a purpose beyond private accommodation.
Hyde reported that the Beards withdrew it from its earlier campaign to host a party timed around the Pacific Airshow Gold Coast.
Its elevated position made the penthouse a distinctive venue for watching the event, turning a property asset into part of the family’s social calendar.
Beard even joked about wanting an arrangement that would preserve an invitation to future airshow parties after a sale.
That personal attachment helps explain why selling a luxury home can involve more than a financial calculation. A property can be an investment, an entertaining venue and a symbol of achievement at the same time.
The challenge comes when those personal values exceed what the next owner is prepared to pay.
Mr Beard’s sneakers on display, include a Louis Vuitton model selling for $500,000
The entrepreneur enjoyed sunrise views to start the day from the balcony gym
Five bedrooms include the lavish master with dual dressing rooms
A NEW CHAPTER AFTER CULTURE KINGS
Beard’s profile was built through Culture Kings, the streetwear business associated with a transaction valuing it at approximately A$600 million in 2021, according to the source report.
That valuation should not be confused with a statement that Beard personally received A$600 million.
The family’s property interests have also attracted attention. Property Noise previously covered the entrepreneur’s renovated mansion in our earlier story about the Culture Kings founder’s Gold Coast home.
That mansion coverage is separate from the Soul penthouse now being offered at auction.
The distinction matters: this sale concerns the high-rise beachfront residence, rather than the family’s other Gold Coast home.
WHAT THE PRICE RESET REALLY TELLS US
It would be easy to interpret the renewed campaign as proof of a broad luxury-market collapse. One property cannot support that conclusion.
Nor would a sale below the former A$30 million ambition automatically mean the Beards had suffered a loss.
Any assessment of their financial outcome would need the eventual sale price, purchase costs, renovation expenditure, ownership expenses, selling costs and applicable taxes. Those complete figures are not available here.
What the campaign does reveal is a change in the owners’ priorities.
They appear more focused on completing a transaction than defending an earlier expectation.
For sellers at any price level, that distinction is useful. An ambitious figure can shape a campaign, but an offer has value only when it is available, credible and capable of becoming a completed sale.
GOLD COAST PENTHOUSE AUCTION SET FOR NOVEMBER
The marketing campaign is now working towards the 20 November private auction.
The agent has conveyed the owners’ intention to sell, although the eventual result remains unknown.
Property Noise has followed other high-profile apartment transactions, including the sale of a A$13 million penthouse to a pizza entrepreneur. Such individual deals provide context for the prestige sector, rather than a uniform benchmark for every luxury residence.
The Soul campaign will offer another test of what a motivated purchaser will pay for a highly distinctive home.
The penthouse still has its ocean views, rooftop pool and extraordinary scale. What has changed is the sellers’ willingness to let the market determine the next chapter.
Source: Viva Hyde’s report dated 16 October 2026 and the current Tolemy Stevens listing. All monetary figures are in Australian dollars.