When it comes to successful condominium brands, the name THE BASE must be mentioned. It is one of the strongest condominium brands from Sansiri, a leading real estate company in Thailand, which has been launched since 2010. To date, THE BASE has launched 20 projects with over 13,500 units spread across Bangkok and major cities nationwide, with a total value exceeding 36 billion baht.

More than 10 years have passed since THE BASE became well-known among residents, but Sansiri does not cling to the old image. They dare to be different and create a new identity that resonates more with their target audience. Recently, to reinforce Sansiri's 40 years as the number one brand for those wanting a home and a leader in design, they have revamped the THE BASE brand significantly with a new concept aimed at “Uniquely Yours: Life Crafted Uniquely”.

Unveiling the Journey of Refreshing the THE BASE Brand

Before we explore the new image of THE BASE, let's take a look back at its journey. THE BASE started with THE BASE Sukhumvit 77 and THE BASE Chaengwattana, which were launched simultaneously in 2010 and received positive feedback from the new generation of residents. Since then, THE BASE has achieved great success in the Affordable Condominium segment by focusing on strategic locations close to the city and convenient transportation. Over the years, it has undergone several refreshes to keep up with the perceptions of the new generation.

  • 2010: THE BASE launched for the first time with the concept “Characteristic Living: Reflecting Your Essence”
  • 2018: The brand concept was refreshed to “Mark My Base: Reflecting Your True Self” with an updated logo identity while retaining the original essence.
  • 2022: The brand concept was refreshed again, shifting from focusing on self-expression to a deeper understanding of the freedom to live life as you desire, resulting in the new concept “Base on You: Live Fully... As You Are.”
  • Most recently, in 2024, with insights and lifestyle changes of the target audience, the brand was refreshed again with the new concept “Uniquely Yours: Life Crafted Uniquely.”

From Concept to Brand and Product Revamp

This brand refresh of THE BASE involves changing both the brand identity and product offerings to resonate with the lifestyles of the new generation in a changing world. The new concept “Uniquely Yours: Life Crafted Uniquely” stems from studying the lifestyles and understanding the needs of THE BASE's target audience deeply. It was found that the target audience is trend-conscious, not only keeping up with trends but also adapting to make their lives unique, creating a vibrant life where they can express their style every day.

Additionally, there is an Urban Life lifestyle preference, which aligns with THE BASE's existing strength of being conveniently located near urban centers, surrounded by lifestyle hubs.

Through continuous analysis of customer identities, THE BASE has translated this into a new ‘Logo and Identity Design’, incorporating the original brand character, such as the italicized letter “b,” which represents dynamism, mirroring the character of the target audience who follows every trend. The letter “E” is distinct from other letters, using uppercase to signify uniqueness and prominence.

Furthermore, this concept is also applied in product development, focusing on functionality and design to better meet the needs of the target audience. This includes wide floor plans that cater to all living needs, loft-style room designs that reflect freedom and enhance the spaciousness of the area, as well as designing common areas to meet the usage needs of the target audience in each location, increasing green space in projects.

Importantly, they are also introducing Pets-welcome condos, allowing pet ownership to cater to the lifestyle of Pet Parents, as Sansiri understands the behavior of the new generation who prefer not to have children and instead focus on their pets as family members. The Pets-welcome condos will be launched in two locations this year, marking the first time THE BASE brand expands this function.

Introducing 4 New THE BASE Projects

For this brand refresh of THE BASE, Sansiri has developed the concept into projects, starting with 4 new projects in 4 locations, with a total value of 5.7 billion baht in 2024, including THE BASE Rise Phuket and two new projects in Ratchada and Wongsawang, along with another new location in Khon Kaen.

The first project is THE BASE Rise PHUKET, a new resort-style condominium from Sansiri located in the heart of Phuket, a rising star city for tourists from around the world, including both Thai and foreign investors. With a prime location that meets the needs of a highly independent lifestyle, it is surrounded by complete amenities, including shopping malls, international schools, and leading hospitals, offering high privacy with fewer units. It is conveniently located just 2 minutes from Central Phuket, 15 minutes from Phuket Old Town, and 25 minutes from Patong Beach, with prices starting at only 1.89 million baht, set for pre-sale this September.

THE BASE Rise PHUKET is a low-rise condominium on a 3-rai plot with 326 units, designed under the concept SEA SUNRISE PHENOMENON, inspired by the phenomenon of morning sunlight reflecting on the shimmering sea, translated into architecture with a gradient color resembling a sunrise on the building.

It features a uniquely designed swimming pool specific to Phuket, along with resort-style common areas for relaxation every day, complete with facilities that cater to both leisure and work lifestyles, including Coral Gym, Chilling Space, Solo Co-Working Space, and Tropical Co-Working Space, as well as various amenities such as 24-hour vending machines, Grab & Go points, mail/package rooms, laundry/drying rooms, and Wi-Fi in the lobby, with 24-hour security and CCTV, and electric vehicle charging stations.

The transformation of THE BASE brand not only aims to receive positive feedback from customers but also to achieve the condominium sales target of 21 billion baht this year, while also providing new living experiences that will enhance the quality of life for residents.

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