Sansiri has announced its townhome plans for 2022, showcasing 'Siri Place Dream Destination' with 9 projects totaling 6.3 billion baht, aiming to create 'IRIS', the first virtual presenter in Thailand's real estate sector, tapping into global virtual trends.

Mr. Anut Kittikullamethi, Deputy Managing Director of Land Development at Sansiri Public Company Limited, stated that in 2022, Sansiri plans to develop a total of 28 projects worth 39 billion baht, including 10 townhome projects valued at 7.7 billion baht. The 'Siri Place' brand has received positive feedback over the past four years, prompting Sansiri to continue its success with the Siri Place Dream Destination, reinforcing its position as a market leader in low-rise housing and design, inspiring the new generation to pursue limitless passions. This year's highlight of the Dream Destination Series will feature new designs inspired by four dream cities for the younger generation: New York, Kyoto, Paris, and Amsterdam, covering accessible price ranges of 2 to 5 million baht across 9 projects totaling 6.3 billion baht. The target demographic is young professionals just starting their careers and saving for travel, leading Sansiri to draw inspiration from popular tourist destinations like Kyoto, New York, Paris, and Amsterdam to develop the Siri Place Dream Destination, allowing residents to wake up to such atmospheres every day. Each design will have its unique characteristics.

 

KYOTO COZY captures the charm of Kyoto, blending modernity with traditional Japanese aesthetics. Every detail evokes warmth and relaxation. The facade is inspired by traditional Japanese houses, emphasizing warm brown tones. The project entrance reflects Japanese architectural style, using brown and red colors, which symbolize good fortune and national identity. The central area features a red bridge, an icon of Kyoto, symbolizing a passage to sacred places, while the clubhouse draws inspiration from Japanese shrines with unique designs and colors.

NEW YORK CHIC is inspired by the city that never sleeps. The facade features a reddish-brown brick pattern and beige earth tones, inspired by Greenwich Village in Manhattan. The project entrance resembles the Brooklyn Bridge, the first suspension bridge in the world. The central garden area is modeled after the Bethesda Fountain, a symbol of Central Park, while the clubhouse architecture reflects the vacation vibe of the Hamptons.

PARIS ROMANCE fulfills dreams in a romantic atmosphere with design details inspired by the classic elegance of Paris. The grand main gate is inspired by Paris landmarks like the Eiffel Tower, featuring sculptures like the golden Pegasus from the Seine River, symbolizing success and intelligence. The new house design, Maison le Paris, offers a feel of living in a French apartment in Paris, complemented by a luxurious clubhouse with classic architectural elements.

AMSTERDAM NAUGHTY draws inspiration from the vibrant city of canals, infused with a playful spirit that reflects a colorful lifestyle. The facade features multi-colored gabled houses, while the central area includes a vintage Dutch-style clubhouse decorated with windmills, a signature of Amsterdam. Homes are not just residences but also sources of inspiration and life experiences that encourage the new generation to pursue their passions.

It is expected that the success of the Siri Place Dream Destination will lead to positive responses for all projects, resulting in Sansiri achieving townhome sales of 5 billion baht this year, a nearly 70% growth from the previous year, in line with their targets.

 

 

Ms. Panicha Jirapak, Senior Marketing Director of Low-Rise Projects at Sansiri Public Company Limited, mentioned that Sansiri has introduced 'IRIS', the first virtual presenter in Thailand's real estate sector, which was launched in 2020. This time, IRIS has embarked on a journey with her cat to explore four dream tourist cities to seek new inspirations in both the real and virtual worlds, helping to expand every passion of those wanting to own a home, whether in terms of functionality, location, or even a chic lifestyle in Siri Place Dream Destination this year.

This initiative responds to the trend of Virtual Influencers, which have recently gained interest in Thailand but have been a global phenomenon for the past 4-5 years. Sansiri recognizes that using Avatars as brand representatives and identities will become a powerful tool to create new experiences in communication and reach target audiences, enhancing the recognition of 'Siri Place'. This led to the marketing strategy and brand building of Siri Place through creating new Customer Experiences for the New Generation, resulting in the emergence of 'IRIS', the first virtual presenter in Thailand's real estate sector, which has been successful since 2020, before the Metaverse trend from Facebook gained attention the following year. After launching IRIS, Sansiri immediately achieved success with strong sales of Siri Place during the pre-sale period, reaching 600 million baht from the new project launch at the beginning of 2021.

Mr. Napapat Chaipattaratheeranan, Production Director at Iggdra Group Public Company Limited, added that the development of 'IRIS' this year utilized CGI Full Rendering with Motion Capture techniques, which involves using computer-generated imagery along with capturing motion data from humans or animals to create realistic graphics. This year's version of IRIS features a more complex storyline set in both the real Siri Place Dream Destination project and an imaginative virtual tourist city, with some elements created in the Metaverse. The work in this version is more challenging than the first, employing AI light calculation methods to enhance realistic lighting, making IRIS's transformation this year intriguing and worth watching in the new video version of Siri Place.