CONDOS AS COMMODITIES

Bungalow in the sky

the metaphor or description of highrise as bungalows or villas in the sky has found its way to marketing and branding campaigns, perhaps indicative of an envolved home market where discerning home buyers expect a higher level of sophistication.

The boutique condominium niche, judging by the flurry of launches in the region, looks poised for growth as the rich gets richer. The price tags of these smaller development demand serious money. for example the cheapest (though it is anything but) unit at Nassim Park Residence in singapore is price above SGD 10 million, an amount that for many means enslavement to banks over many lifetimes. but for those with means, anything under the price bracket falls into starter home category.

ini merupakan gejala
pada intinya
kalangan atas yang berinvestasi
di unit condominium murah
hanya untuk diperdagangkan--
sebagai sebuah komoditas
disewakan atau dijual
sehingga sulit
membentuk suatu komunitas ideal
layaknya
rumah dan tetangga
sebagai
akar ideal suatu komunitas

calling a such expensive High-rise real estate exclusively hardly makes the cut anymore. to fan the desires of condomiium hunters, more sophisticated and drool -worthy descriptions such as " luxury living " or premier living are setting the trend now. Descriptions that conjure up images of a private world defined by tasteful environment fitted out with expensive lifestyle brands ; perfect setting lounging while dressed in the finest threads with a flute of krug in hand no less and attended to by maids in uniforms- breathless.

Nassim Park Residence singapore


Heaven for some

many of these premier condos are tagged with the promise eden / heaven. Lush gardens and calming water features are illustrated in brochures and with scale models in show suites as peaceful private heavens ( and in the instance of singapore 's Nassim residence, a Zen garden designed by monk Shunmyo masuno). The pricey orchard residences, the hyper luxurious residential component of ion Orchard in Singapore, is crowned with a massive 75, 000 square foot rooftop garden for the exclusive use of residents and pitches the idea as -- if a tad literal -- a recall of the orchards that gave Orchard roads its name. The allure of green havens is easy to understand in a milleau driven by madding speed. what is not to like about a home as an environmental tonic -- a gated sanctuary that offers ultra busy inhabitants calming space for a quick recharge before hopping onto another 22 cities in a month work trip?

Ion Orchard Residence singapore the hyper-luxurious residential with a massive 75 000 square foot rooftop garden for the exclusive use of residents.

with a limited stock of land in urban areas for landed housing development, it is also no wonder that condos are selling themselves as a bungalows in the sky complete with 'floating' swimming pools and hanging gardens.

Symbolic capital :
" Me, Me, Me "

When one pays million for condo, bragging rights come with the key. sense of commodius space, lushness of environment and heightened security distinguish residents. to give heft to braggadocio, however quiet a type it may be, bespoke designs by star architects / designers and the emotional distinctions of brands called into service, emphasssing self- obsession and individuality. Dwelling in such a rarefield development sanctifies one with specialness : and much of the creation of this illusion lies in deft hands of marketing experts entice buyers.

kondominium
membujuk hati--
dan uang--
para orang kaya,
lebih dari penekanan
pada pemasaran
mereka sebagai
merek gaya hidup dan
simbol status,
dapat mengikis
sektor kondominium
sebagai tipe hunian
berbasis
komunitas
jangka panjang


source : FuturArc 4th quarter 2008/ condos as commodities by Vincent Lim