CO-branding is a tool Century Properties Group, Inc. is efficiently employing to leverage its brand in the Philippine real estate market.
Century Properties is bringing in another foreign brand in the country this time partnering with Italian MissoniHome for the design of the fourth tower in its mixed-use Acqua Private Residences project in Mandaluyong.
MissoniHomes, of the Italian knitwear label "Missoni" of the Missoni family, is the second Italian brand Century Property has partnered with as it expands its property portfolio in the Philippines. The other is Milano.
"Globally recognized for its creative use of patters and prints, Missoni earned the acclaim of the fashion world throughout the decades for elevating knitwear to an artistic form, and for its inventiveness and consistently progressive style," said Century Properties.
Groundbreaking for Acqua Livingstone is set in March from which P3.5 billion worth of sales is expected. Tge development will offer 645 units at a size of 27-140 square meters, sold at P145,000 per sq.m.
Acqua Livingstone follows the launch of towers Niagara, Sutherland, and Dettifoss.
This is Century Properties’ 12th project to be launched since it became aggressive in the local property development market four years ago. The company, however, had been operational for the past 26 years.
Marco Antonio, Century Properties managing director, said the company’s partnership with brands like Missoni aims to add "value" to their product offering, giving a distinct image to the company’s portfolio through these partnerships.
Apart from Versace Homes of the Versace fashion brand, which is designing the units for Milano in Century City in Makati, Century Properties has also partnered Donald Trump for Trump Tower Manila. It has also tapped socialite Paris Hilton to design Azure Urban Resort Residence’s Azure Beach Club.
Azure is a six-hectare development in Paranaque, right which will feature resort-style amenities, including a sizeable man-made beach cove complete with pristine white sand and multiple water slides, built only on 20 percent of property.
Trump Tower Manila, on the other hand, is being developed under license from the Trump Organization of US property magnate Donald Trump.
Home design unit Versace Home will design Century Properties’ public spaces for Milano Residences --- grand lobby, hallways, lounge, library, pool garden and spa.
Sales generated from these partnerships have accounted for 55 percent of total units for Trump Tower Manila and 80 percent for Milano Residences. These tieups also led to a 40-percent sales increase in Azure after the announcement of the Hilton partnership.
In the case of Trump Tower Manila, Antonio expressed confidence that sales could go higher considering that Century Properties have yet to fully deploy its marketing tools like billboards, and such.
In Acqua Livingstone, Century Properties promises a "rich and colorful experience" typical of a MissoniHome-designed space "not available elsewhere except in the MissoniHome-branded hotels in Edinburgh and Kuwait.
MissoniHome would design the interior of the project, all the way to its housing units.
In the multi-level amenity area, called Canopy that will be located in the building’s skydeck, the design will serve as the "pinnacle" of MissoniHome’s design imprint, according to Century Properties.
"The Canopy’s lower level will house function rooms, business center, an indoor and outdoor gym, Jacuzzi, a library and spa. The upper level is a social space dedicated to interaction an dentertainment with an amphitheatre, lounge, DJ booth and dance floor, pool with swim-up bar, and barbecue facilities. Tying these two levels together is a fanciful organic wire-mesh tree that winds its way up and connects to the mezzanine floor, where residents can enjoy surrounding views or enjoy a meal in the open-air dining area," said Century Properties.
"Aside from the amenities within the tower, Acqua Livingstone residents will also enjoy the tropical rainforest-infused design of the entire masterplanned development," the company said.
MissoniHome was founded in 1983. In 1996 Missoni founder Rosita Missoni passed on the control of the fashion business to daughter Angela and focused more on designing the offerings of MissoniHome.
"MissoniHome is known for creating its own style that reflects a celebration of life. our brand is an experience of happiness, excitement, beauty, creativity, style and elegance. We are inspired by the seasons of nature and we play with color because life is more beautiful with color," said vittorio Missoni, Missoni S.p.A marketing director.
"Living in a MissoniHome-designed address is a rare lifestyle experience. For the first time it will be possible at Acqua Livingstone," said Antonio who highlighted the MissinoHome-designed project to have "bold colors and energetic forms in the lobbies, hallways and even elevators, accentuated by equally arresting furniture."
Century Properties is the third biggest selling condominium developer in Metro Manila. It has generated P18.4 billion in reservation sales last year equivalent to 5,367 units, and is eyeing to bring this to P20 billion this year. It is one of the best-selling condominium developer among overseas Filipinos in the last five years, capturing an estimated 35 percent of the overseas market from virtually zero five years ago, according to Antonio.
Century Properties expect to spend P8.3 billion as capital expenditures for the year, higher than last year’s P7.3 billion.
This year, Century is planning to launch a 4.4-hectare project along Commonwealth Avenue in Quezon City to offer approximately 2,000 affordable housing units, and is also constructing a lifestyle center that is expected to include a variety of retail offerings to complement its existing developments in Century City.
Century has four current master-planned developments, namely Century City in Makati City, Canyon Ranch in Cavite, Azure Urban Residences in Paranaque City and Acqua Residences in Mandaluyong City. Upon full completion, these four master planned developments are expected to contain 23 condominium buildings with 15,703 condominium and office units, and 955 single detached homes, with a total expected gross floor area of 1,185,024 sq.m.