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“Enrich” Leads In Standard Luxury Single Home Through New Normal Approach

June 01, 2020
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Launching The MARQ Exquisite Ratchaphruek – CharanSanitwong starting at 29 million baht

  • Special collaboration between “Enrich” and “KonMari” Consultant to arrange the house using a world renown house arranger, “Marie Kondo” method.
  • A New Normal standard for luxury single home that will come into existence after the COVID-19
    • Design of Space & Function to accommodate Work from home and Home-based learning and the family’s Living Experience with a new smart kitchen.
    • Innovation of new home equipped with IT and smart home using voice command to control. A new experience for a Touchless Society.
    • Air purifying technology that rids PM.2.5 and more convenient with Smart Mailbox by Nasket
  • Prime location with 15-minute commuting time from Phrannok Project – Bhuddhamonthol 4 to Sathorn – Silom business venues.
  • 6-7 June will open for reservation with a tour of a modern style model home on a land starting at 100 square wa with 600 sqm. space for use, beginning at 29 million baht

Turning the crisis into an opportunity, “Enrich” takes a lead to set up a new standard for a New Normal approach for luxury single home market. With determination to introduce a new project after the government unlocks the current economic situation. In the first quarter, the high-end single home purchasing power was slowed down due to the outbreak of COVID-19. Real estate entrepreneurs had to adjust their visions and directions to redevelop home market in a way that serves the changing lifestyles.

Miss Suphicha Nutsuwanpol, Business Officer Director, Enrich Group, announces that single home market is still in high demand. In general, single home market in all price range have been effected by the COVID-19 and purchasing power has diminished. As for the higher end market which is Enrich’s target group with high purchasing power has slowed down in spending due to the concern of uncertainties. Since 2019, even though there was a clear investment plan and negotiation to joint venture with companies abroad to jointly develop a new project in 2020, Enrich Group, however, had to standby before making the next move. While uncertainty has become a main factor in changing the business perspective, plans had to be adjusted to correspond with the day-to-day situation and to always be ready to launch a luxury single home project within this year at the most suitable moment.

Recently, Enrich Group launched a new project, “The MARQ Exquisite Ratchaphruek - CharanSanitwong” at the beginning of June and after the government relaxes restrictions in order to unlock and enhance the economic situation. Despite the progress that begins to resume, though, at a gradual pace under the new normal lifestyle of the Thai society, it is the most suitable time to start to set a new standard to a plan that responds to the need of the luxury single home market to supply to those with purchasing power.

This new project is located in west Bangkok’s Mid Town zone on Phrannok Road – Bhuddhamonthol 4, offering convenience in commuting to several connecting points heading to the heart of the city, such as, Ratchaphruek – Sathorn, 15 minutes to Bangkok’s business zone.
Srirat Expressway – Outer Ring Road (Jatujack - Chimplee) close to Bangwa BTS station, a joint MRT Chalerm Rachamongkol station (Blue line Tha Phra – Taopoon), BTS Green line (Sukhumvit – Silom) and Phrannok Road – Bhuddhamonthol 4 leading to MRT Blue line (Faichai Intersection)

“The MARQ Exquisite Ratchaphruek - CharanSanitwong” covers an area of 23 rais, with 65 units of three-story modern design luxury single home, starting at 100 square wa with 600 sqm. usable space. Price starting at 29 million baht while the total project value is at 1.7 billion baht. The project is currently under construction but the model homes will be available for visits from 6 June 2020 onwards.

Miss Suphicha stated that launching a new project on luxury single home during this time is the most suitable for entrepreneurs to introduce a new standard in high-end single home development.

Since the consumer’s daily life behaviour has altered in the past few months, it is found that the single home under Enrich’s concept “Guiding You to Practical Living” through the use of available space and functions for everyone in the family has its uniqueness in design which corresponds to the living trend and serves a new normal lifestyle, such as, Work from Home and Home-based Learning, that requires a private space equipped with IT and internet for restful concentration and for relaxation and hobbies.

Since Enrich is an expert in luxury single home market, the new normal lifestyle allows Enrich to set a new standard in its field by focusing on Space & Function equipped with home automation and standard IT.

As for Space & Function concept, the project responds to the new consumer’s behaviour by applying house arranging idea based on “KonMari”, by a Japanese world renown house arranger “Marie Kondo” in designing and decorating with a belief every house item and appliance have their own storage spaces. This new home will then be clutter-free regardless of the increase of family members or items brought into the house.

Home innovation with standard IT system very well serves the new lifestyle. It is essential the a luxury single home is equipped with Smart Home System where voice control command is available to manage various kinds of home equipment and appliances (Touchless Society) This lessens the chance to touch some home items and operate them using sensors, such as, toilet, electric system, air conditioner and other appliances through the use of application from the smartphone. Moreover, it is also vital to have a water purifier and a technology that controls and purifies the airflow inside the house that also eliminates PM.2.5

The MARQ Exquisite selects Panasonic Air Flow using Japanese technology to purify air. To further fulfill the modern lifestyle, innovations selected by Enrich provides everyone in the family with convenience through Smart Mailbox by Nasket system, an application that reduces the chance to directly touch various household items. The system also combines all necessary services through an application, including, deliveries and online shopping services.

The designing of houses for The MARQ Exquisite project is a collaboration between “Kon Mari” Consultant at Master Level and IDIN Architects, whose style is unique, meticulous and internationally recognized. The project features three-story single homes constructed in C shape rendering a spacious area while the decoration focuses on simplicity but luxury and are arranged for maximal convenience. Parking space is extra-large and can fit super cars. The high-ceiling living room on second floor indulges you with a view of the garden on the same floor which is directly connected to the master bedroom.

Every space, the relaxing room, living room, bedroom and bathrooms are carefully designed and constructed bearing in mind that all available spaces are put to the best use possible. This exhibits the ideal mixture of modern design and home automation technology with “KonMari” concept that turns every usable space functional and suitable for a new lifestyle.

It is essential that the kitchen for this day and age accommodate new demands, hence, the smart kitchen. This becomes a standard feature available in every luxury single home. This project collaborates with Panasonic, a leader in Smart Kitchen technology with a Japanese perception (Japan Solution) that responds to demands more efficiently. The kitchen area is spacious enough to serve everyone’s interests (Space Optimization) while the use of innovative materials and surfaces promote good hygiene (Hygienic) The kitchen has a Clean Design with ample of space to arrange all items into categories making it easier and more convenient, corresponding with the “KonMari” idea. The main kitchen and the pantry, however, are constructed separately to better serve different needs and purposes.

Ms. Aliwassa Pathnadabutr, Managing Director of CBRE Thailand, the project’s sales agency, announces that luxury single homes are still in steady demand as it is an end-user market. Since the supply for this upper segment is limited and unsold inventory of this segment in the neighboring areas is not at a worrying level, the competition is then narrowed down to product quality whether it matches requirements of the target group.

The main factor contributing to increased interest in the luxury single home market is change in lifestyle after the COVID-19 period - the new normal. From a marketer’s point of view, this project will be able to serve demand of the target group who has high purchasing power. Apart from the attractive design of space and functions, other elements that make this project compelling include its prime location in a low-density residential area, great accessibility connecting to the inner city. A full range of amenities in the Ratchaphruek-CharanSanitwong area is also available, be it leading schools, hospitals, department stores and community malls. Importantly, Enrich’s movement in tapping the upper housing market will set a trend for other developers in the near future.

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