Pruksa is moving forward into the premium market with the launch of a high-end condominium brand “CHAPTER” from the Pruksa Premium Group. This year, we are piloting 3 projects in 3 prime locations: Chapter Thonglor 25, Chapter Chula - Samyan, and Chapter Charan - Riverside, with a total value of over 8 billion baht. Our goal is to become a market leader in the premium segment, offering a comprehensive range of options. We emphasize the concept of “Curated Living Experience”, designed to create a lifestyle experience for the new generation, who are city lovers and lifestyle seekers, as well as modern investors. We provide superior services and a chic community that aligns with urban lifestyles at an accessible price point.

          Mr. Prasert Butdulyasathit, CEO of Pruksa Real Estate Group - Premium, Pruksa Real Estate Public Company Limited, stated that “The overall residential market in the mid to upper price range has grown rapidly over the past two years, especially in the 5 to 10 million baht segment, which remains a large market with high demand. This year, we plan to launch a new premium brand called “CHAPTER” to expand our market to customers in the 5 to 10 million baht range, covering all segments. Our aim is to lead the premium market by launching 3 new condominium projects in 3 strategic locations: Chapter Thonglor 25, Chapter Chula - Samyan, and Chapter Charan - Riverside, with a total project value of over 8 billion baht, targeting the modern generation who desire to live in central locations at affordable prices.

          Ms. Ornuch Itikossin, Managing Director of the Premium High-Rise Business Group at Pruksa Real Estate Public Company Limited, said: “The CHAPTER brand is a high-end lifestyle condominium, a new brand under the Pruksa Premium Business Group, positioned between Chapter One and The Reserve. It has a unique identity that stands out from other brands, crafted to provide a new living experience for the new generation who are city lovers and lifestyle participators who enjoy socializing. The CHAPTER brand is located in real CBD areas that may not be on main streets but are still part of the neighborhood, providing shortcuts to important destinations. The brand concept is “Curated Living Experience”, creating a distinctive experience in both lifestyle and design that is unique. We understand that our target audience is lifestyle seekers, and each project under the CHAPTER brand will have a character that varies according to the context of its location and target audience, aligning with the modern urban lifestyle at accessible prices. This year, we are preparing to launch the “CHAPTER” project in 3 hot locations: Chapter Thonglor 25, an 8-story building with 2 buildings totaling 288 units, valued at 1.828 billion baht, designed with a unique concept featuring pastel colors contrasted with copper metal for a modern luxury comfort, and a stunning landscape incorporating succulent plants as a symbolic element of the project. The project offers a new experience for visitors, with a sales office featuring Chapter Café in collaboration with

          Pacamara coffee shop. The atmosphere within the project invites renowned Thai illustrator Kongkan to create a new experience by painting the walls of the sales office, turning it into a true check-in spot for the new generation. Additionally, we continue to reinforce the Curated Living Experience of the brand by using illustrator artists to reflect the project concept of Curated Thonglor Living through a wrap sticker on the BTS train that has generated buzz online. “Chapter Thonglor 25” is located in a prime location while maintaining privacy for residents, complete with 24-hour amenities at the best price in Thonglor, averaging only 160,000 baht/sq.m. for fully furnished 1-bedroom units starting at 5.5 million baht.

          Chapter Chula - Samyan is a 31-story freehold condominium located in the heart of the CBD Samyan - Silom, offering maximum privacy with only 181 units, valued at 1.351 billion baht. Under the Modern Eccentric concept, it is designed to meet the living functions and lifestyle of modern people, breaking away from traditional living patterns. The layout of the rooms is non-standard yet harmonious, with a landscape that differs from the norm, starting from the entrance archway to the project’s fence, including the elevated Urban Forest garden, a large garden spanning 3 floors on levels 23 to 25. The Blue Edge features a semi-outdoor swimming pool with private seating to enjoy the sunset view of the Chao Phraya River and the fun of changing night lighting according to the mood tone of the pool. We also present experiences through the sales office, helping customers understand the essence of the Chapter brand better. The project includes Chapter Café in collaboration with BRIX, a famous bakery and beverage shop, as well as partnering with top illustrator Suntur to create an experience in art and the coolness of living for this project, with an open house on May 25-26, fully furnished, starting at 5.9 million baht.

          Chapter Charan – Riverside is a riverside condominium located in the heart of the city (Charan - Sathorn - ICONSIAM), featuring 1 building of 43 stories and another of 45 stories, with a total of 669 units, valued at 4.728 billion baht. Designed under the Urban Riverside Condominium concept, it creates a living experience that is truly a riverside home for the new generation, with layouts that bring residents closer to the river view from every room. The design incorporates luxury by drawing inspiration from the curves of the river as the main theme, and features distinctive elements of sailboats, such as sails, bolts, and lighthouses, in the design of both the units and common areas. The landscape design is outstanding, seamlessly integrating the beauty of the riverside nature with the condo's common areas, providing functions that cater to all ages, from the comfort of large families to the vibrant lifestyle of young professionals. This project features Chapter Café, where we have collaborated with a mixologist to design signature drinks for customers to enjoy the riverside atmosphere, and the sales office redefines the context of a traditional sales gallery. The project will be open for viewing in early June, with prices starting at 3.29 million baht. You can explore all 3 “CHAPTER” projects today. For more information, call 1739 or visit https://chapter.pruksa.com/

 

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