ACARA, a modern luxury home construction brand under The Emperor House Co., Ltd., is advancing its brand development to establish "ACARA" as a symbol of success and taste through the highest international standards. The company has announced a strategic shift with the launch of the campaign "The Wisdom," targeting the luxury home construction market under the concept "Own The Envy." This initiative aims to reach a new generation of individuals who possess a superior social identity and seek homes that reflect their success and wealth, akin to "owning something special that many desire." This will be achieved through four core operational pillars, alongside the introduction of four new house designs at the 'Home and Garden Fair Living Festival 2024' from October 25 to November 3 at Challenger Hall 2, Impact Muang Thong Thani.

Mr. Suratchai Koonghakij, CEO of The Emperor House Co., Ltd., a leader in high-end home construction and interior design, revealed that the luxury home construction business continues to grow in response to customer demand, with unit growth at approximately 5-10% per year. This growth is driven by a small consumer group, while the overall market is expanding with an increase in value, growing by about 10-20% annually. Current consumer behavior studies indicate a shift towards higher demand, with customers willing to invest in a "home" that is not just a residence but also a space that reflects their identity, success, and accommodates modern technology and innovations, addressing all aspects of their lifestyle, along with excellent after-sales service.

"Given the aforementioned customer demand factors, ACARA sees challenges and business opportunities by developing a home construction service model that is not only luxurious and beautiful but also serves as a status symbol and a mark of success that everyone desires. The recent launch of the campaign The Wisdom aims to communicate the essence of ACARA under the concept 'Own The Envy' to elevate the brand's image, making it appealing and relevant to the new generation, who often prioritize showcasing their success through their possessions and the special feeling of owning a luxury home, which signifies not just having a residence but also an elevated life experience. This should effectively attract customers looking to create a distinctive lifestyle," he added.

Ms. Thapana Kongkaprasert, Marketing Manager of The Emperor House Co., Ltd., stated that this marks a full-scale entry into the modern luxury home construction market, focusing on high-purchasing power millennials. In the past, ACARA has garnered significant interest and experienced rapid growth from customers who appreciate this style of home. The company effectively meets the specific needs and lifestyles of each family, along with construction standards that exceed the norm, instilling confidence and trust in customers. Currently, ACARA has elevated its offerings across all aspects, ensuring customers receive an exceptional experience, with a focus on making their homes a source of pride through design, technology innovation, construction standards, and service, establishing itself as a TRUST-MARK for modern luxury home construction under the concept Own The Envy, clearly communicating the value customers will receive from choosing to build with ACARA. This is not just an external transformation but an elevation and delivery of an exceptional living experience that meets all aspects of life, creating the home that many desire through four core operational pillars: 1. Standard - Elevating home construction with the highest international standards, being the first and only company certified with ISO 9001:2015 for design, construction, and interior decoration specifically for high-class residences; 2. Experience - Exceeding standards with over 36 years of expertise in luxury homes, understanding customer needs in designing and building homes that reflect uniqueness, lifestyle, and comfort with well-suited functionality, including creating superior experiences through service and consultancy throughout the construction process and even after delivery; 3. Technology - Enhancing home construction and service with innovative construction methods to accommodate future system changes sustainably, along with Information Organization technology to manage customer data through a Private Project Hub platform that compiles project information for customers to track progress in real-time; and 4. Design - Designing homes that can be customized to meet needs, integrating designs that address all requirements to create the most perfect home.

“On this occasion, ACARA is set to unveil four new house designs, starting at prices ranging from 33 to 90 million baht, to be showcased for the first time at the 'Home and Garden Fair Living Festival 2024.' Additionally, we will present house designs under the brand 'THE EMPEROR HOUSE' for interested parties to choose from, along with a team of architects specializing in both construction and design to provide professional advice on luxury home building,” she added. The four new house designs include: 1. Design A-C2401, Luxury Contemporary style, 2 stories, 4 bedrooms, 5 bathrooms, parking for 3-6 cars, usable area of 785 square meters; 2. Design A-L2401, Modern Loft style, 3 stories, 7 bedrooms, 9 bathrooms, parking for 4-8 cars, usable area of 1,770 square meters; 3. Design A-M2401, Modern Luxury style, 3 stories, 5 bedrooms, 7 bathrooms, parking for 3-6 cars, usable area of 1,015 square meters; and 4. Design A-M2402, Modern Luxury style, 3 stories, 5 bedrooms, 8 bathrooms, parking for 8-16 cars, usable area of 2,090 square meters.

Join us at the Home and Garden Fair Living Festival 2024 at the THE EMPEROR HOUSE booth (L57-L61, L85-L89) at Challenger Hall 2, Impact Muang Thong Thani from Friday, October 25 to Sunday, November 3, 2023.