Bangkok (July 11, 2018) - Singha Estate Public Company Limited has unveiled a luxurious low-rise condominium project in the heart of Sukhumvit under the new brand EYSE (pronounced 'Ease') with the concept of "The Hidden Treasure". This expansion into the low-rise condominium segment comes as the company recognizes the growing trend and strong purchasing power in this market, targeting affluent customers who seek comfort while feeling at home. The project emphasizes a central urban location with convenient transportation, starting with the first project “EYSE Sukhumvit 43”.

           Mr. Natthawut Mathayomchan, Chief Executive Officer of Residential Business Development at Singha Estate Public Company Limited, stated that the overall real estate market remains dominated by major developers, accounting for 80% of project developments, primarily in the condominium sector for upper-class customers, which continues to grow. This segment is highly sought after by both end-users, foreigners, and investors. However, the potential locations for new projects are limited, as land near main roads or BTS stations is in high demand and prices are consistently rising. Therefore, the trend for developing low-rise condominiums in central urban alleys is expected to increase. Singha Estate sees an opportunity in this market and has developed a luxury low-rise condominium project that emphasizes privacy, larger living spaces, and caters to residents who prioritize actual living, under the new brand “EYSE” to meet the needs of both Thai and foreign residents who clearly understand their living requirements, as well as investors looking for high-potential real estate.

           “The target demographic will focus on those buying for personal residence, divided into three main groups based on age and lifestyle: the first group is Single Adults who seek a condominium for actual living, requiring spacious units as they spend more time at home than outside, valuing privacy. The second group is Small Families looking for a condominium to live in from Monday to Friday without battling traffic to work or drop their children off at school in the city. The third group is Early Stage Retirees who previously lived in large homes outside the city and now find home maintenance burdensome, with no children or children having moved out, thus seeking a conveniently located condominium to avoid frequent drives into the city. The investment group will focus on Thoughtful Investors who purchase properties with concepts they appreciate, intending to live in them and potentially resell, showing a tendency for long-term investment rather than short-term,” Mr. Natthawut added.

           Ms. Padaporn Moonsart, Director of Marketing for Residential Business Development at Singha Estate Public Company Limited, stated that the concept of Singha Estate's luxury low-rise condominiums under the brand “EYSE” will cater to the target audience looking for condominium projects that are an “Absolute Urban Retreat” or a relaxing space in the city, addressing safety (Safe), privacy (Private), relaxation (Sanctuary), and warmth like home (Like a House). Each project under the brand “EYSE” will be developed under the concept “The Hidden Treasure”, which includes elements such as Hidden Gem Location - unique project locations emphasizing high privacy in tranquil settings yet centrally located, full of convenience and lifestyle that meets Hidden Life in Nature - designs that allow residents to live in harmony with nature, creating a relaxing atmosphere even in the city. Additionally, Serve Everyone Hidden Needs addresses the individual needs of residents, and finally, Hidden Function in One Space designs common areas as Multi-Function Facilities, providing a home-like feel while adding various functionalities for convenience in living.

           “The first project under this new brand is “EYSE Sukhumvit 43”, featuring a unique project concept called Embrace Your Hidden Fascination or Life in a Private World, reflecting the emotions and lifestyle of living through Contemporary Impressionism art that showcases vibrancy and liveliness, representing every joyful moment. The project is located in Sukhumvit 43 on a 1.4 rai plot, consisting of two 7-story buildings with 107 units, valued at 2 billion baht. The project's highlight is its location in the Phrom Phong area, known for its unique charm, being one of the most modern walking communities in Bangkok, serving as a business hub, shopping center, and luxury residential area, along with a large public park that acts as the lungs of Sukhumvit. The project is conveniently located just 550 meters from the BTS Phrom Phong station and EmQuartier shopping center, catering to customers seeking tranquility, privacy, and the vibrant lifestyle of the city center.

           The project is designed to bring residents closer to nature while being highly functional. The meticulous design ensures residents feel warm and at home, with only 107 units offering larger spaces than typical condominiums along the BTS line at the same price. The units include 1-bedroom apartments ranging from 52.25 to 54.50 square meters, 2-bedroom apartments from 62.50 to 94.75 square meters, and sizes of 99.50 to 99.75 square meters, with parking available for every unit. Additionally, customers purchasing the project can choose customized options for layouts and standard material colors according to their preferences. Importantly, the design of the common areas as Multi-Function Facilities incorporates a home-like atmosphere while allowing for versatile usage, enhancing opportunities for social interactions among residents,” Ms. Padaporn stated.

            Mr. Natthawut concluded that currently, Singha Estate's residential business portfolio in the luxury condominium sector includes both high-rise and low-rise projects. Over the past three years, three condominium projects under the brand THE ESSE have been launched: THE ESSE Asoke, THE ESSE at SINGHA COMPLEX, and THE ESSE Sukhumvit 36, with a total project value exceeding 15 billion baht. These projects have received a positive response from both Thai and foreign customers, as they are luxury projects that meet the needs of the target customer group effectively, achieving approximately 80% total sales, marking a significant success that has led to the latest project, EYSE Sukhumvit 43, which will further enhance the business portfolio and provide more options for customers. The projected sales after the project launch are estimated at 50%. In the future, Singha Estate plans to invest in developing at least three new projects annually, with a total project value of approximately 8.5 billion baht per year in high-potential locations both in Bangkok and upcountry, continuing to focus on the luxury market targeting both end-users and investors.

           The project EYSE Sukhumvit 43 has a starting price of 13.99 million baht per unit, with construction commencing in Q4 2018 and expected completion by Q4 2020. The project will open a show unit at the Singha Estate sales office near Thonglor BTS station starting July 16, 2018, and will hold a Pre-Sales event on July 21-22, 2018, offering special discounts of 200,000-400,000 baht for those who purchase during this period. For more details, please contact 1221.

Thank you for the information from www.singhaestate.co.th