Pruksa has reintroduced its top-tier brand, The Reserve, back into the market after nearly 8 years, launching for the first time in the form of Super Luxury villas at Sukhumvit 89/1, a truly rare location in inner Bangkok. This comeback is not just about launching a new project; it reaffirms the brand's stance of "only doing it when ready," as stated by Mr. Pakarin, the executive who emphasized that if the factors do not meet the standards, the The Reserve brand will not be utilized, as it represents the highest level of luxury from Pruksa.

From Condominium to Super Luxury Villa

The Reserve was originally a high-end condominium brand, first launched 13 years ago at The Reserve Kasemsant, followed by only a few rare locations in Sukhumvit, Phaholyothin, and Sathorn. Dr. Torsak Lertsriskul explained that it took over 8 years to acquire the Sukhumvit 89/1 location again. Its strength lies in its original Sukhumvit character, with a clear legacy, and in the past decade, there have been almost no new single-family homes in this area. The project is located just 400 meters from Sukhumvit Road and about 700 meters from the On Nut–Bangjak BTS stations, close to the M-District, including EmQuartier, Emporium, and EmSphere, making it a true "home in the city," not just a house near the city.

Rarity Beyond the Number of Units

The Reserve Sukhumvit 89/1 is developed as a community for only 26 families. The concept of rarity here is not just about limited numbers but about being a collection that cannot be found again in the future. Mr. Pathama Piyamaneepon pointed out that the convenience of the location helps families reclaim time, reduce travel time, enhance family moments, and elevate the quality of living experiences. The community is designed to be a small society with similar tastes to create a peaceful atmosphere and long-term sustainability.

Wellness Residence Selling More Than Just a Home

A key differentiator is the integration of the Wellness Residence concept into the product, utilizing the Vimut Hospital network, including Vimut Phaholyothin and Vimut–Theptarin, Rama 4, along with Concierge services by The Reserve and Family Doctor support, ranging from personalized wellness to telemedicine. This concept expands the meaning of "home" to encompass lifetime wellbeing.

Craft-Level Design by A49

The architectural team from A49 collaborates on the project with high-level details, including space proportions, functions, and the connection to nature within the home, to uphold the dignity of the Super Luxury brand.

Private Visits to Start at the End of the Month

The executives revealed that they can start promoting and accepting registrations immediately, and customers who register will be invited for a Private Visit at the end of this month.


The Reserve Sukhumvit 89/1 is not positioned merely as a luxury home project but as a "Legacy Asset" for generational transfer, in a location in Sukhumvit that becomes rarer each year. In a highly competitive market, the decision to wait 8 years for the right timing and location reflects a long-term strategy rather than a rush to launch, and that may be a key reason why this brand continues to maintain its status as a true "Reserve."