When we talk about “Pruksa” the image we are familiar with is primarily horizontal projects, especially townhomes. However, as the market changes, the number one player like Pruksa must adapt. Pruksa has increasingly ventured into the condominium market, continuously launching new brands to cover every segment, especially the “Pruksa Premium Group”, which has been active since Chapter One, a popular project that has established the brand as a luxury segment for Pruksa, with the brand The Reserve enhancing Pruksa's image in the premium market. Today, “Pruksa” has created a new phenomenon. TerraBKK will share insights about the condominiums under the Pruksa Premium group and why they are so interesting.

Pruksa Premium is the most distinctive condominium group under Pruksa.

Initially, before becoming the Pruksa Premium group as we know it today, this team was known as the Stylish Residences team, which has developed several luxury segment condominium projects under the brands The Reserve and Chapter One. The strength of the Pruksa Premium team lies in their “distinctive design”. Currently, there are about 13 projects under the Pruksa Premium group, plus one project under the brand The Editor at Saphan Khwai. All of these have helped Pruksa transcend the mass market, and feedback from the condominium industry acknowledges that this team's craftsmanship is premium in terms of material quality, construction, and after-sales service, truly living up to the term “premium”.

Guaranteed by International Awards

How premium is it? Let the awards this team has received speak for themselves. According to the annual report of Pruksa, TerraBKK has noted that the condominium projects under the Pruksa Premium group have won numerous awards, including international accolades.

  • The Reserve 61 Hideaway received the Best Residential Award 2018 for its outstanding design, making it a distinctive luxury brand that caters to the lifestyle of high-end customers.
  • The Reserve Phaholyothin-Pradiphat and Chapter One Eco Ratchada-Huai Khwang received the Asia Pacific Property Award 2018.
  • Chapter One Eco Ratchada-Huai Khwang also received the International Property Awards 2018 - 2019 in London, UK, as a Regional Winner for Best Development Marketing Asia Pacific, based on the overall project, construction quality, architecture, and amenities.
  • The Reserve Sathorn received the Best Luxury Condo Development (Bangkok) for its outstanding luxurious product development that reflects the character of premium customers.

Why the brand CHAPTER?

Originally, the Pruksa Premium group had two active condominium brands: The Reserve and Chapter One. Upon closer inspection, it becomes clear that if Pruksa aims to dominate the condominium market across all segments, there is a gap between these two brands, specifically in the price range of 140,000-200,000 THB per square meter. The brand CHAPTER fills the gap between The Reserve and Chapter One.

In addition to positioning in terms of price, the image of CHAPTER has been adjusted to differentiate it from The Reserve and Chapter One, reflected in communication, posters, and various PR efforts, as well as the design experience customers encounter when visiting the Sales Gallery, which feels distinct from previous Pruksa projects.

“Stylish condos in urban locations at affordable prices” is the essence of the CHAPTER brand.

At this point, many may recognize the differences between the brands Chapter One and CHAPTER, which have been positioned differently in terms of pricing, target audience, and communication.

The Chapter One brand is designed for First Jobbers seeking mid-range condos that are accessible and located not far from the city center, with convenient transportation options.

The CHAPTER brand targets City Lovers + Lifestyle Seekers, situated in prime urban locations, distinguished by stylish decor that varies according to the context of each location, and priced more accessibly than other projects in the same area, under the concept of Curated Living Experience. Currently, the Pruksa Premium group has launched three condominium projects under the CHAPTER brand.

All three projects, despite sharing the name CHAPTER, have different designs and styles tailored to their respective locations. Let's explore how the Pruksa Premium team has strategized each project and what differentiates them.

Starting with the flagship project of the CHAPTER brand, Chapter Thonglor 25, located in Soi Thonglor 25. The Sales Gallery has been transformed into Chapter Café, creating a cozy atmosphere reminiscent of enjoying coffee in a backyard. Notably, renowned illustrator Gongkan has collaborated to turn the sales office into an art gallery combined with a café, enhancing the relaxed ambiance that contrasts with the bustling Thonglor area, making it popular among lifestyle seekers who love to check in on social media. Additionally, there is a wrap sticker decorating the BTS Sukhumvit Line trains under the concept ‘Curated Thonglor Living’, reflecting the modern lifestyle of city dwellers, making this project well-known among its target audience in a unique way.

The second project, equally prime, is Chapter Chula-Samyan, located on Si Phaya Road, featuring the concept “Modern Eccentric”, also with a Chapter Café. This time, minimalist illustrator Sun Tero has contributed to creating street art around the project, launched during Bangkok Design Week in the Bang Rak - Charoen Krung area. Regarding the project itself, the Pruksa team has catered to the younger generation who prefer flexibility, offering facilities open 24 hours to accommodate residents at all times. The design of the 1-bedroom units at 44 square meters includes a Flexible Edge area that can be adapted for various uses, whether as a second bedroom, reading room, or office. It also features a Smart Mirror technology that allows internet browsing, YouTube, and other applications. Furthermore, Muvmi, a public electric transport service, provides pick-up and drop-off points at the project entrance and can be summoned via an app for residents' convenience.

The third and final project this year, set to open its Sales Gallery in June, is Chapter Charoennakhon – Riverside, located along the Chao Phraya River near ICONSIAM, featuring the concept “Urban Riverside Condominium”. This project is designed to resemble a 5-star riverside hotel, showcasing a minimal luxury style that blends elegance and art, emphasizing landscapes that connect with nature. The Sky Lounge offers a 360-degree view of the Chao Phraya River, and all residential units are designed to provide river views, particularly with extensive facilities across both buildings, including an additional building by the riverside to maximize the riverside experience.

At this point, readers may begin to appreciate the distinctiveness of the CHAPTER brand, which aligns more with the younger generation, collaborating with renowned Thai illustrators to add vibrancy to the projects. Importantly, it transforms the perception of “housing” such as condominiums, making them more accessible. Previously, visiting a condo was often a daunting task, with an uncomfortable atmosphere in Sales Galleries. However, the Pruksa Premium team has strategically integrated cafés into the projects, creating a relaxed environment where potential buyers can unwind before viewing sample units, or simply enjoy coffee in a stylish setting. This is undoubtedly a brilliant move by Pruksa.

It can be said that CHAPTER is a new brand poised to shake up the premium condominium market once again. Besides its standout design, “affordable pricing” is a key strategy for this team. Good design alone does not guarantee sales; reasonable pricing in a good location is what customers seek. Notably, all three CHAPTER projects are situated in secondary urban locations, close to the CBD, even if they are not adjacent to the BTS or main roads, they remain easily accessible. Additionally, the selling prices are lower than competitors, which TerraBKK views as the “strength of CHAPTER” that sets it apart.