Charn Issara introduces the experience of 'An Infinite Happiness of Urban Living', the pinnacle of super-luxury single-family homes, Issara Residence Rama 9, located in a prime area that emphasizes a high-quality community with exceptional privacy, featuring only 20 homes within a garden-surrounded concept in the New CBD area on Rama 9 Road, starting at 100 million baht. With extensive experience in developing super-luxury markets, we are confident in achieving our sales targets.

 

 

          Mr. Songkran Issara, CEO and Managing Director of Charn Issara Development Public Company Limited, revealed that the success of our previous urban single-family home project, Issara Rama 9, over a decade ago prompted us to seek land in the city for another project that would be the talk of the town. We found this land in the heart of the city in the New CBD area, and we are committed to developing it into a super-luxury single-family home. Besides having a great location, creating a unique experience for customers to truly feel happiness and privacy in their living space is of utmost importance. Developers must leverage their experience and expertise in project development to instill confidence in customers.

          “Currently, the location for developing single-family homes in the New CBD (New Central Business District), surrounded by comprehensive amenities, infrastructure, and transportation, particularly in the Rama 9 area, poses a significant challenge. The rapid increase in land prices has made this area highly sought after. Additionally, the new urban planning regulations will enhance land utilization, significantly increasing land values in this area,” Mr. Songkran stated.

          Developing a super-luxury single-family home project in the city center requires developers to create distinctiveness to stand out from competitors. The company has developed the Issara Residence Rama 9, a truly super-luxury single-family home project valued at 2 billion baht, under the concept of 'Garden-Surrounded Homes', offering privacy in a quality community with an exclusive number of only 20 homes. The project is designed to ensure comfort and functionality, incorporating various innovations to provide residents with convenience, value, and safety. Leading firm Architects 49 Limited (A49) is responsible for the home's design.

          “The key to developing super-luxury single-family homes that meet urban dwellers' needs is not only having a good location but also creating differentiation through modern design, comfortable living spaces, and incorporating modern innovations to enhance the urban lifestyle. With Charn Issara's extensive experience in developing super-luxury real estate projects, whether single-family homes or condominiums, such as Issara Rama 9, Issara Bangna, Issara Connection Sarath, and The Issara Ladprao, all projects feature unique designs that enhance living experiences, instilling confidence in customers' purchasing decisions. The Issara Residence Rama 9 is another super-luxury single-family home project located in the heart of Bangkok along the Ratchada-Rama 9 route, considered a New Hot Spot or new business district surrounded by leading offices and complete amenities. Rama 9 Road serves as a connection point for traveling to business areas like Asoke, Sukhumvit, Thonglor, Ekkamai, Sathorn, Silom, or heading towards the motorway and Suvarnabhumi Airport conveniently. Additionally, the project is close to the Si Rat-Rama 9 Expressway and has a nearby extension of the Orange Line MRT,” Mr. Songkran explained.

          However, the rising interest rates and the new Loan-to-Value (LTV) measures from the Bank of Thailand (BoT), set to be implemented this April, may impact the real estate market, particularly in the middle to lower segments, while the upper segment, which is the company's main customer base, is less likely to be affected by these measures.

 

 

          On the other hand, Mr. Methin Chantharurai, Executive Director of Architects 49 Limited (A49), the designer of the Issara Residence Rama 9 project, stated that the project's design highlights the integration of homes within nature under the concept of Garden-Surrounded Homes, creating a Luxury Private experience with only 20 homes. The design aims to provide residents with a primary experience while incorporating natural principles that affect architecture in Thailand's humid tropics, including sun protection, ventilation, and utilizing external environmental energy for the benefit of living spaces, both in the building's appearance and internal areas. This concept is conveyed through the idea of a 'Modern Tropical House', creating a comfortable living environment that is simple yet respects nature and the lifestyle of 'freedom'.

          “We aim to design homes that embrace nature to meet urban lifestyles, providing both indoor and outdoor spaces that are well-balanced. The design allows for two beautiful facades, with each side offering distinct aesthetics. We want to create functional outdoor spaces that are as beautiful as the front of the house, resulting in more outdoor space than other projects,” Mr. Methin stated.

          Moreover, the design prioritizes the lifestyle of residents. With the company's past experience, we understand what residents need, how urban lifestyles function, and the need for family spaces that accommodate everyone while ensuring value in every square inch of space while maintaining privacy. Thus, creating an experience that exceeds expectations is our goal.

          The Issara Residence Rama 9 project also emphasizes maximizing the utility of space while providing complete functionality under the concept of Garden-Surrounded Homes. To allow more natural light into the homes and reduce electricity consumption, high windows up to the ceiling are used, along with extended eaves and decorative elements resembling vertical wooden panels for sun shading and increased privacy. This design can reduce heat energy in the building by up to 25% compared to other projects with the same amount of glass, allowing ample natural light without feeling hot. Additionally, the design includes a Super Living – Dining area with a ceiling height of 9 meters, making the home feel spacious and luxurious while ensuring good air circulation in every room.

          “In addition to considering natural principles and energy-saving designs for value and safety, the design also emphasizes Universal Design to accommodate the elderly or wheelchair users, including ramps for home access and appropriately sized elevators. The clubhouse is designed to be modern and harmonious with the area, divided into three levels: the second level features a fitness center with modern equipment, while the third level includes a saltwater swimming pool measuring 25x8.45 meters, with separate steam rooms for men and women to ensure privacy for every family using the facilities. The first floor also includes a multipurpose area, meeting rooms, and a management office,” Mr. Methin explained.

 

          Meanwhile, Ms. Aliwassa Patthanathabut, Managing Director of CBRE (Thailand) Limited, discussed the overall competition in the super-luxury single-family home market, stating that there are only 7 projects currently launched and under construction, priced from 70 million baht upwards, totaling 271 homes. These are divided into three main locations: central city or CBD areas like Sukhumvit and Sathorn, mid-range Bangkok areas like Ratchadapisek-Rama 9 and early Pattanakarn, and suburban areas like Kaset-Nawamin and Bangkok Golf.

          According to a study on the target consumer demand by CBRE, consumers must choose between having a single-family home with land in the suburbs, which requires considerable daily travel time, or living in the city center, necessitating a townhouse or high-rise building with more than three floors, where each floor is designed solely for bedrooms with no family activity spaces or green areas within the property. Alternatively, they may opt for a condominium, which also has limitations on pet ownership and insufficient parking for all family members.

          Issara Residence Rama 9 targets the super-luxury market by choosing the Ratchada-Rama 9 location, addressing the primary factor of location for the target group seeking homes close to the city with ample usable space. The project is situated in mid-range Bangkok along Ratchada-Rama 9, considered a new business district or New Hot Spot, surrounded by grade A offices and complete amenities, serving as a connection point for traveling to the city center from Asoke, Sukhumvit, Sathorn, or heading towards the motorway and Suvarnabhumi Airport conveniently. Additionally, there are plans for an extension of the MRT line in the near future.

          The second factor is the development of both the exterior and interior design of the homes. Surveys indicate that consumers in this segment desire ample usable space and larger room sizes compared to typical high-end single-family homes or condominiums. Every detail of usability is considered, such as multifunctional rooms that are not available in standard projects, like exercise rooms or large storage spaces for clothes and shoes. The third factor is the selection of the highest quality materials and equipment for the project, exceeding the standards of similar housing projects. When comparing target consumers who choose to live in central city locations or suburban business areas, it can be likened to super-luxury condominiums. If they seek premium-grade materials and usable space for 100 million baht, they would only get 250-300 square meters, while the single-family homes in this project offer usable space of 700 square meters or more.

          Only a few projects can fully meet all three factors mentioned, and Issara Residence Rama 9 is one of the rare projects that truly meets market demands.

 

 

          Mr. Dithawat Issara, Assistant Managing Director of Business Development, Charn Issara Development Public Company Limited, disclosed that the Issara Residence Rama 9 project is a super-luxury single-family home project with a Luxury Private concept, featuring only 20 homes on approximately 9 rai of land on Rama 9 Road, Soi 13, with land sizes ranging from 113-208 square wah and usable areas from 700-842 square meters, starting at 100 million baht. The project includes comprehensive amenities such as a clubhouse, fitness center, saltwater swimming pool, and private garden areas that provide a warm, natural environment for families, along with parking for 4-8 cars. Additionally, it offers Lifestyle Concierge Services to create an exclusive lifestyle for residents, along with various services to facilitate and care for residents, such as home care services for comprehensive maintenance inside and outside the homes, health services to improve residents' quality of life, catering services for events, and personal assistant services to make life easier for residents.

          Furthermore, the project emphasizes living innovations by incorporating Home Automation, a modern technology that integrates various devices within the home to work together automatically, controlled via the internet (Internet of Things: IoT). This provides residents with convenience, safety, and energy savings through control via a mobile application on smartphones or tablets.

          “This innovation allows homeowners to check security, ensuring doors and lights are closed before leaving home, receive alerts on their mobile devices when there is an intruder or smoke detected by the Smoke Detector, enabling timely responses. Additionally, the mobile application control allows for pre-setting lights and air conditioning or adjusting scenarios as needed, along with a security system featuring 24-hour security personnel, two layers of entrance gates, video door phones, burglar alarms, and CCTV to meet the lifestyle needs of modern residents,” Mr. Dithawat stated.

          The Issara Residence Rama 9 project is a super-luxury single-family home project that addresses urban living needs, offering high privacy and a natural environment with large gardens within the homes, utilizing world-class grade A materials. There are three house models available: ASHER, BRAYDEN, and CEDRIC, with usable areas ranging from 700-842 square meters, three-story homes starting from 4-5 bedrooms, 4-5 parking spaces, living rooms, dining areas, pantry kitchens, Thai kitchens, maid's rooms, swimming pools, and elevators within the homes. Currently, over 60% of sales have been achieved before the completion of the show house.

          To reinforce the Issara Residence Rama 9 project, which represents a luxurious modern concept that offers lasting happiness to residents, a new advertisement titled 'An Infinite Happiness of Urban Living' will be launched to convey the enduring happiness experienced by residents in this community, starting to air from February 12.

 

 

Thank you for the information from www.charnissara.com