Business Times: Thu, Nov 24
(SINGAPORE) Far East Organization will preview the 231-unit The Scotts Tower next week under its new Far East SOHO brand.
Units in the 103-year leasehold project, which is located at Scotts Road, will start from about $3,200 per square foot (psf), said Chia Boon Kuah, Far East chief operating officer for property sales.
The Scotts Tower is the first project to be rolled out under the Far East SOHO brand platform, which was unveiled yesterday.
The brand aims to provide a distinctive collection of modern, new-generation small office, home office (SoHo) apartments that will cater to a ready demand in Singapore, Far East said.
The developer has sold more than 1,000 SoHo apartments since 2004, when it launched Singapore's first SoHo development at Central, above Clarke Quay MRT station.
Since then, it has also launched two other SoHo-style projects - The Tennery at Upper Bukit Timah and The Cape at Amber Road.
Mr Chia explained that the time was ripe for the brand to be launched as Far East has sold a large number of SoHo units in Singapore over the past few years.
'We have been focusing on our products in the past few years, and have sold over 1,000 SoHo units. We expect that the market is ready for the launch of the Far East SOHO brand.'
Far East SOHO properties will all offer strategic locations, flexible space and excellent connectivity, said executive director for property services Chng Kiong Huat.
All properties will be featuring a 'voluminous, creative canvas of space' with floor-to-ceiling heights of at least 3.4 metres, and a 'semi-white plan' - which means homeowners will have an array of palette options.
The Far East SOHO brand will also be brought to life in other Asian markets such as China and Indonesia, the developer said.
But for now, Far East will first preview the 31-storey The Scotts Tower under the new brand. The development will be made up of mostly one-bedroom and two-bedroom units that range in size from 624 sq ft to 904 sq ft, although there will also be three-bedroom units and four-bedroom penthouses.
The project is designed by UNStudio co-founder Ben van Berkel, who designed the Mercedes-Benz Museum in Stuttgart, Germany, among other projects.
Source: Business Times © Singapore Press Holdings Ltd
Martin Koh/ Sherry Tang