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Press Release


Pruksa entered premium market, introducing “CHAPTER” a brand-new condominium.

08 May 2019 9:34 AM

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Pruksa entered premium market, introducing “CHAPTER” a brand-new condominium.

Pruksa continues to penetrate the premium market by launching a high-end condominium project under a new brand “CHAPTER” of Pruksa premium group. The company piloted 3 projects this year on 3 prime locations which are CHAPTER Thonglor 25, CHAPTER Chula – Sam Yan and CHAPTER Charoen Nakorn – Riverside with total value of more than 8 billion baht. The purpose is to become the leader in premium market and covering all segments. The main concept is “Curated Living Experience” that will create a new living experience for new generation that is a City Lover, Lifestyle Seeker and Modern Investor. The project offers prestige services and a community with chic lifestyle for city people in a reachable price.

Mr. Prasert taedullayasatit, CEO of Pruksa Real Estate – Premium Business Group under Pruksa Real Estate Public Company Limited revealed that “the overall trend of the middle – high housing market during the past 2 years has grown up rapidly, especially the housing that prices between 5 – 10 million baht which is the largest market with continuously high demand. Therefore, the company has planned to launch the new premium brand “CHAPTER” this year to expand the market to the group of customers at the price level of 5 -10 million baht. The purpose is to cover all market segments and become the leader in premium market. There are 3 new condominium projects at 3 different prime location which includes CHAPTER Thonglor 25, CHAPTER Chula – Sam Yan and CHAPTER Charoen Nakorn – Riverside with total value of more than 8 billion baht. Penetrating the new generation that has a modern lifestyle who want to live in the prime location in the middle of the city at a reachable price.

Mrs. Orranuch Ittikosin, Managing Director of High-Rise business group under Pruksa Real Estate Public Company Limited said that “CHAPTER brand, the high – end Lifestyle Condominium, is a new brand under Pruksa Premium Business Group and is placed between Chapter One brand and The Reserve brand. The new brand has an outstanding uniqueness that differs from any other brands. Pruksa carefully created the brand to offer a new living experience to the new generation that is a City Lover and Lifestyle Participator that enjoys socialising. CHAPTER brand is situated on the Real CBD location that even though the project is not accessible by main roads, but it is still part of the prime area. That is the location of the project is on the road or a short cut street that links to other prime spots. The concept of the brand is “Curated Living Experience” which is to create a different living experience in both lifestyle and the outstanding project design like no others. This is because we realized that our target group is Lifestyle Seeker. Therefore, each project under CHAPTER brand will have different characters largely depending on the context of location and the target group; according to the modern lifestyle of city people but within a reachable price. This year, the company has prepared “CHAPTER” projects on 3 prime locations. CHAPTER Thonglor 25 is the project of 2 8-storey condominiums that has 288 units in total with the value of 1.83 billion baht, this project is designed under an outstandingly unique concept by using pastel colours that contrasts with copper to create a Modern Luxury Comfort and beautiful landscape by using succulent tree as the symbol of the project. The project has prepared to create new experience for the customers who make a visit. Inside the project’s sale office, there is “CHAPTER café” which is the collaboration between the company and Pacamara coffee shop. Pruksa also invited Thailand’s famous illustrator, Mr. Kongkarn, to co-create the new experience by painting the wall of the sales office to become a new check-in location for the new generation. In order to emphasise the brand’s “Curated Living Experience” concept, the illustrator was also invited to design the wrapping sticker for the BTS train to reflect the concept of the project “Curated Thonglor Living” which created a continuous online media buzz. “CHAPTER Thonglor 25” is situated on the prime location but still able maintain the privacy for the residents. The project is equipped with full facilities that are available to use 24 hours a day. The best price in the middle of Thonglor, with the average price per square meter of only 160,000 baht comes with 1 bedroom, fully furnished with the starting price of 5.5 million baht.

CHAPTER Chula – Sam Yan is a high-rise 31-floor freehold condominium located in the CBD of Sam Yan – Silom that has only 181 units to maintain the privacy experience. The total value of the project is worth 1.35 billion baht. The project is built under the concept of Modern Eccentric that is designed to enhance multiple living functions. The facilities are available for use 24 hours supporting the new generation lifestyle. The room’s layout is unconventional but perfect. The unique landscape of the project starts from the arch entrance to the wall surrounding the project. Luxury facilities include The Urban Forest which is a large garden that covers from 23rd to 25th floors, The Blue Edge which is a semi outdoor swimming pool that comes with private seating space looking out sunset view of Chao Phraya River and enjoying the nightlight that changes depending on mood and tone of the swimming pool. The sales office also helps the customers to better understand the “CHAPTER” brand through the experience of CHAPTER Café which is the collaboration with BRIX, the famous bakery and beverage café. Suntur, a leading illustrator in Thailand, was invited to co-create a new experience of the artisti and coolness of the living in the project. Open House on 25th – 26th May. Fully furnished starts at 5.9 million baht.

CHAPTER Charoen Nakorn – Riverside is a condominium project situated on the riverside of Chao Phraya River (Charoen Nakorn – Satorn – ICONSIAM) with 2 buildings, one with 43 floros and another with 45 floors which have 669 units in total and a value of 4.728 billion baht. The design is under the concept of Urban Riverside Condominium that creates a true experience of living by the river for the new generation. The arrangement of the rooms under this concept is to ensure that every room has the opportunity to be close to and enjoy the view of the river. A luxury inspired by the flow of river stream is added to the main theme of the structural design of the condominium. A sail canvas and knots which are the identity of a sail and a lighthouse are used as the room and common space designs. These are the remarkable designs that seamlessly combine the natural beauty of riverside to the condominium’s common space. The project is equipped with functions that cater for everyone; the convenience and comfort for a large family and a fun lifestyle for the new working generation. This project also owns a CHAPTER Café that has a beverage artist or a mixologist to create the signature drink for the customers to fully enjoy the atmosphere of the riverside and the sales office that left the context of a condominium sales gallery completely forgotten. The project is open for a visit early in June with the price starting at 3.29 million baht. Experience the 3 “CHAPTER” projects today.

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