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One of Thailand’s better developers formed out its ultra-luxury abode 98 Wireless in beyond alley shows recently. CEO Apichart Chutrakul discusses the group’s $108.8 actor advance in six all-around brands beyond altered industries.

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Sansiri Public Co, one of the better absolute acreage developers in Thailand, launched its ultra-luxury activity 98 Wireless with a alley appearance in Hong Kong on the weekend of Nov 11 and 12. It will be launched in Singapore on Nov 18 and 19.

98 Wireless contains aloof 77 apartments in a 25-storey belfry with bristles levels of basement parking. It sits on a 0.8 acre acreage armpit in Bangkok’s best celebrated abode — abutting to the US ambassador’s abode and the US Embassy, beyond the alley from Plaza Athenee, abreast Lumphini Esplanade (Bangkok’s better park), the Royal Bangkok Sports Club and the RBSC Polo Club.

Sansiri purchased the prime armpit for US$36.4 actor in 2010, which is still the accomplished acreage amount in Bangkok’s CBD. Valued at $360 million, 98 Wireless was six years in the authoritative and completed in May aftermost year. It boasts Beaux-Arts architecture, ample apartments with aerial ceilings and autogenous accoutrement advised in accord with Ralph Lauren Home. Kitchen accessories accommodate topend brands Gaggenau, Sub-Zero and SieMatic.

Typical abode units at 98 Wireless ambit from two-bedroom units of 1,289 sq ft to four-bedroom units of 3,942 sq ft. There are two 5,955 sq ft penthouses and a 10,204 sq ft, super-penthouse dubbed “The One”. The penthouses were amid the aboriginal to be airtight up afore the official barrage of 98 Wireless in Bangkok in March. Today, the activity is about 70% sold.

Sansiri’s affluence abode 98 Wireless, with interiors by Ralph Lauren Home (Photos: Sansiri)

The 77 apartments and penthouses at 98 Wireless are ample and accept aerial ceilings (Credit: Sansiri)

While best of the buyers are Thai, there are additionally buyers from China and Hong Kong. At the weekend alley appearance in Hong Kong, one assemblage was sold, but several Hong Kong buyers had already purchased units at 98 Wireless above-mentioned to that.

“We achievement there will be some from Singapore as well,” says Apichart Chutrakul, CEO of Sansiri Public Co. Naturally, 98 Wireless has set a new criterion for ultra-luxury residences in Bangkok, with boilerplate prices at THB650,000 psm compared with THB350,000 psm at best affluence projects in the prime areas of Bangkok.

Prices at 98 Wireless accept alike surpassed THB750,000 psm, according to Apichart. “This is a bays acreage — it’s a one-of-a-kind development with incomparable location,” he says. “It’s attenuate and will acknowledge in amount over time.”

At the weekend barrage in Singapore, units at 98 Wireless will be accessible from $3.4 actor to $7.8 million, or an boilerplate of $2,202 psf. ERA Realty Network is the business abettor for 98 Wireless at the weekend barrage at St Regis Auberge in Singapore.

“This activity will address to those who are able-bodied travelled and already own a portfolio of affluence backdrop about the world, from London to New York and Australia,” says Doris Ong, co-chief operating administrator of ERA Realty Network. “We’ve accustomed a lot of enquiries about the project. These are the flush collectors who appetite to add this acreage to their portfolio.”

Recognising the accent of Singapore, Hong Kong and China as a antecedent of all-embracing clients, Sansiri has alike set up offices in these markets. In 1H2017, adopted buyers accounted for US$115 actor ($156.1 million) in sales. The top four adopted buyers are from Hong Kong (39%), China (32%), Singapore (18%) and Taiwan (5%).

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Global investments

Sansiri, which Apichart founded in 1984, was alloyed with the Lamsam ancestors aggregation in 1994 and listed on the Stock Exchange of Thailand in 1996. It now has an all-encompassing portfolio of added than 320 projects beyond Thailand, including Chiang Mai, Hua Hin, Khon Kaen, Khao Yai and Phuket. In 2012, it additionally fabricated its aboriginal beyond attack into London’s Kensington area.

Sansiri ranks amid the three better publiclisted acreage companies on the SET, with a bazaar capitalisation of THB33.52 billion (US$1.02 billion) at the abutting on Nov 15. This year, it is accepted to barrage a absolute of 19 projects, with pre-sales anticipation to hit US$1.2 billion, up 25% from US$900 actor aftermost year. About 75% of its developments are in the exceptional and mid-tier segments.

However, Sansiri wants to be added than aloof one of Thailand’s better absolute acreage companies. On Nov 8, the accumulation appear that it had fabricated a alternation of all-around investments totalling about US$80 actor in six all-embracing companies.


View photos

Apichart: This is a bays acreage — it’s a one-of-a-kind development with incomparable location

Apichart: 98 Wireless is a bays acreage — it’s a one-of-a-kind development with incomparable breadth (Credit: Sansiri)


Fast-growth companies

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“We appetite to authorize our attendance as a all-around affairs company, not aloof a absolute acreage player,” says Apichart. “The apple has confused on. People are acceptable added able-bodied travelled — be it concrete or basic — and you can acquisition annihilation on the internet. If we don’t change, we will be larboard behind.”

What the companies accept in accepted is that they are in fast-growth industries. One of the investments is in JustCo, Singapore’s better co-working amplitude provider. “In Bangkok, everybody says they accept a co-working space, alike addition who runs a coffee shop,” says Apichart. “It doesn’t assignment that way.” (See accompanying story.)

Another advance that Sansiri fabricated afresh was in Farmshelf, a Brooklyn-based start-up that builds calm hydroponic growing units, with advance and flavour optimised according to clients’ requirements application bogus intelligence.

Sansiri’s Apichart believes this is a abundant band-aid for bringing greenery indoors. He sees the achievability of introducing Farmshelf to Sansiri’s approaching developments. “These days, condos and houses are accepting smaller,” he says. “Whether you’re in Bangkok, Singapore or travelling elsewhere, Farmshelf has the ability to ascendancy the advance of your plants and adviser its advance for you while you’re abroad from home.”


The Standard

Sansiri additionally invested US$58 actor in a 35% pale in New York-based auberge abettor Standard International, which operates bristles hotels in West Hollywood, city Los Angeles, New York and Miami, and will be attractive at ablution its aboriginal alfresco the US — in London. The Standard’s aboriginal auberge in West Hollywood was opened in 1999 by allegorical freeholder André Balazs. Initial investors in the auberge included Hollywood stars such as Leonardo DiCaprio, Cameron Diaz and Benicio del Toro.

“We capital to advance in Standard International, as The Standard on Sunset Strip is one of the best iconic hotels in Hollywood,” says Apichart. He believes there are opportunities to accompany the auberge cast to Asia.

Having a pale in Standard All-embracing additionally agency Sansiri will additionally accept a pale in Bunkhouse, a portfolio of bazaar hotels that started in Texas and is accepted amid the aesthetic crowd, as able-bodied as a pale in the adaptable booking app One Night by Standard International, which caters to those who appetite to book a night’s break afterwards 3pm on the aforementioned day.


Tapping the administration economy

Sansiri was one of the above investors in London- based Hostmaker in its Alternation B allotment that aloft US$15 million. Founded by Nakul Sharma, Hostmaker is a accommodation administration account provider for Airbnb hosts. It helps homeowners administer the concise rentals of their properties.

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“Hostmaker piggybacks on Airbnb,” says Apichart. “In the future, our audience can additionally hire out their abode or condos on Airbnb, with Hostmaker to advice them administer their backdrop in Bangkok or abroad in Thailand or London. Everyone benefits.”

While cities such as Paris, New York and alike Singapore are aggravating to barrier actionable shortterm rents, Airbnb website listings abide to flourish. Apichart is a backer of the administration abridgement and Airbnb. “For those who say ‘no’, they will eventually be larboard abaft in a apple that’s alteration rapidly,” he notes.


Leveraging affairs brand

Sansiri additionally invested US$6 actor in media aggregation Monocle, founded by its chairman, above war contributor Tyler Brûlé. He has become a tastemaker for the all-around aristocratic with the Monocle lifestyle, biking and architecture magazines, books, radio and films. It has broadcast into Monocle shops and cafés in London, Hong Kong, Tokyo and Singapore.

Sansiri’s advance translates into a 12.5% pale in Monocle. Affairs are underway for the barrage of a Monocle-branded mixed-use development with residences in Bangkok abutting year. “We anticipate the affiliation is acceptable for us because we’re affective into lifestyle,” says Apichart. “We can coact with Tyler on shops, cafés and condos.”

There are affairs to acquaint privileges for Sansiri’s clients, borer the new partnerships the accumulation has formed through its investments.

Based on Sansiri’s anticipation acquirement of US$1 billion this year, about US$800 actor still comes from acreage development, but that could change in the future. “We’re no best aloof a Thai absolute acreage company,” says Apichart. “We’re a Thai-listed aggregation that owns stakes in all-embracing companies and our investments acquiesce us to leapfrog assimilate the all-around platform.”


Also read: JustCo to accessible four co-working spaces in Bangkok and 30 in Asia-Pacific in 2018


This article, accounting by Cecilia Chow, appeared in EdgeProp Pullout, Issue 806 (Nov 20, 2017).

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