SINGAPORE (EDGEPROP) - When Pepsi and Coke are both black in appearance, sweet, and fizzy, how does one differentiate the former from the latter? According to Vincent Ong, who used to market soft drinks at PepsiCo, the secret lies in appealing to the senses and emotions of consumers.
Now, the managing partner of Evia Real Estate, Ong is tapping on his rich marketing experience and expertise once again to market OLÁ executive condominium (EC) to its potential homeowners. Inspired by Spanish-style community living, the development in Sengkang offers 548 units in a mix of two- to five-bedroom units, from 775 to 1,722 sq ft.
Slated for completion by December 2023, OLÁ is a development by Anchorvale, a joint venture between Evia Real Estate and Gamuda Land, which is the property development arm of Malaysia-listed engineering, property and infrastructure giant, Gamuda Bhd.
So far, Ong has worked on three other executive condominiums (ECs) – Watercolours in Pasir Ris; Heron Bay in Upper Serangoon View; and Lake Life in Jurong. And in each development, he tries to introduce new features to add to its value.
At Heron Bay, all ground-floor units came with their own jacuzzi en suite. Residents could also bathe under rain showers. The project, launched at end-October in 2012, was fully sold by December.
At Lake Life, Ong experimented with “active living” where various activities like dancing, cooking and yoga classes were organised to get residents to mingle and bond. The idea proved so popular that it was copied by many other developers, claims Ong.
This time round, Ong will again use “active living” to foster community spirit at OLÁ. Residents will be able to sign up for activities like yoga, aqua Zumba and aqua Taekwondo, apart from baking and dancing courses as well as soccer lessons.
But the developer’s main focus for OLÁ would be its in-house telehealth kiosk, which allows families living in the EC to consult with doctors remotely. Through the kiosk, residents will also be able to request for house calls or caregiver services. Anchorvale has also promised that residents will be able to enjoy unlimited GP services – excluding medication and its subsequent delivery charges – for up to six months from its completion date.
The idea to incorporate health facilities first came to Ong at Gem Residences, Evia’s private condo offering in Toa Payoh, way back in 2016. However, the idea did not quite take off, as telemedicine was not as developed as it is now, he admits. “In Gem, I could only do it one day a week, but here at OLÁ, I can do it 24 hours, everyday.”
Ong has also added his personal touch at OLÁ. A fan of Spanish ceramic figurine manufacturer Lladro, Ong has adorned the showflat with its pieces, which will later be shifted to the EC upon completion. “The fact that they crafted it with love, care, precision and time, resonated with me,” says Ong. However, the pièce de résistance will be the chandelier hanging over the showflat’s reception. It features 300 handmade porcelain fairies each affixed to the ceiling by fibre optic lights that gleam silver when switched on. Ong reveals that the chandelier cost roughly half a million dollars.
Ong has also engaged Spanish artist Eva Armisén to dress up the walls of the EC with eight of her paintings. As a glimpse of what awaits residents at OLÁ, paintings of children and families by the artist will be displayed at the showflat during its public preview over the weekend of Feb 15, which is also when e-application starts.
According to Ng Hoe Theong, director at AGA Architects, the design behind OLÁ is inspired by the Spanish love for community living. A play on elevation, various facilities at the EC will be housed on the upper deck of the podium. Among the facilities are a bar, club and lounge as well as a studio and gyms. Wall details and railing motifs also take their influence from abstract art, shares Ng.
Drawing inspiration from the surrounding nature and foliage at Sengkang Riverside Park nearby, OLÁ’s landscaping will include a valley walk, biodiversity pond, sensory garden, and a forest and stream deck.
Ong has purposefully injected playful elements into OLA’s showflat, which greets the public in a dashing array of colours. Utilising its 17,000 sq ft area, visitors can walk through various interactive set-ups and take part in activities and games.
However, the developer has also fitted private booths, conducive for serious discussions between property agents and their potential clients.
In light of the coronavirus outbreak, Anchorvale has taken preventive measures too. Visitors will have to declare their travel history and have their temperature taken. Hand sanitisers will also be on offer.
For price trends, recent transactions, other project info, check out OLÁ project research page