Nature meets urban sophistication at Parc Central Residences

/ EdgeProp Singapore |

November 25, 2021 6:28 PM SGT

Located at Tampines Street 86, Parc Central Residences is an executive condominium comprising 700 units across 11 residential blocks (Credit: Hoi Hup Realty/Sunway Developments)

Parc Central Residences has won three titles at this year’s EdgeProp Excellence Awards (EPEA). This executive condominium (EC) jointly developed by Hoi Hup Realty and Sunway Developments clinched wins in the Marketing Excellence, Top Executive Condominium and Layout Excellence categories.

The awards cap off a triumphant year for the 99-year leasehold development located on Tampines Street 86. In January, Parc Central Residences saw a rousing response following its launch with nearly 60% of the 700 units available sold on the first day. To date, about 98% of the units have been taken up, with an average selling price of $1,174 psf.

The success of the development marks another milestone for Hoi Hup and Sunway’s EC track record, following similarly well-received launches for the 496-unit Parc Canberra at Canberra Link last year and the 628-unit Rivercove Residences at Anchorvale Lane in 2018.

A key feature of the development is the 50m lake pool (Credit: Hoi Hup Realty/Sunway Developments)

The two companies acquired the site for Parc Central Residences in 2019, beating six other developers with a bid of $434.45 million, or $578 psf per plot ratio. Upon completion in 2023, the EC will comprise eleven 16-storey blocks across the 24,939 sq m site area.

Inspired by Central Park

Parc Central Residences’ design was inspired by New York City’s iconic Central Park. Embracing the juxtaposition between city and nature, the EC seeks to be a tranquil space that offers respite for its residents despite being only minutes away from amenities and other urban conveniences.

The arrival hall at Parc Central Residences (Credit: Hoi Hup Realty/Sunway Developments)

Echoing the vast greenery and recreational offerings at Central Park, a focal point for the development is its myriad of facilities set amidst lush green landscaping. Facilities at Parc Central Residences are divided into five different zones: The Lake, The Cove, The Playfield, The Lawn and The Parc House.

At The Lake, families will be able to enjoy the extensive 50m Lake Pool that has varying depths, catering to all ages. There is a designated children’s pool and toddlers pool for the little ones, while a jacuzzi is also available. At The Cove, another 50m lap pool is available for residents looking for a more serious swimming workout. Channelling Central Park’s expansive greenery, The Lawn is where residents can enjoy landscaped areas, pavilions, a picnic lawn and a community garden.

Meanwhile, The Playfield is equipped with a vast array of recreational facilities such as a tennis, futsal and basketball courts, outdoor fitness equipment, and playgrounds. There are also barbecue facilities and outdoor dining areas for residents to use.

Finally, The Parc House will act as the main clubhouse for the development, housing a sauna, reading room, and event hall within a fully air-conditioned facility. There is also an outdoor deck and an alfresco dining area for residents to use. As a nod to its New York inspiration, many of the indoor communal facilities feature colours and textures that evoke the city, such as the Broadway-themed media room and the use of Art Deco motifs.

Facilities at Parc Central Residences include a gourmet dining area with an attached kitchen (Credit: Hoi Hup Realty/Sunway Developments)

For Lee Nai Jia, deputy director of the Institute of Real Estate and Urban Studies at the National University of Singapore and one of the judges for EPEA 2021, the emphasis on landscaping and communal spaces are a standout feature of the development. “There are a lot of green spaces for the residents to connect with each other,” he says.

Family-oriented amenities

Residents at Parc Central Residences will be within close proximity to the extensive array of amenities in the mature Tampines estate. Malls such as Tampines Mall and Tampines 1 and other lifestyle centres like IKEA Tampines and the Courts Megastore are all less than a 10-minute drive away.

Nature amenities such as Bedok Reservoir Park and Tampines Quarry are located near by, while a number of schools like Saint Hilda’s Primary School and Springfield Secondary School are also in the vicinity. Thus, the development’s location and the surrounding amenities make it an ideal residence for families, and the Parc Central Residences’ unit layouts are crafted with families in mind.

Units start from three-bedroom apartments measuring between 872 to 1,055 sq ft. There are also four-bedroom apartments between 1,109 and 1,270 sq ft, as well as five-bedroom apartments with sizes between 1,432 and 1,701 sq ft.

Residences are designed with families in mind, and feature functional and efficient design (Credit: Hoi Hup Realty/Sunway Developments)

Emphasising efficiency and liveability, all the units feature a yard area and a household shelter which can be converted into a utility room. In addition, all master bedrooms are able to fit a king-sized bed and side tables, while the wardrobe area will have an end-panel dresser and full-length mirror. Bathrooms are also designed to incorporate ample natural ventilation.

The focus on functionality earned Parc Central Residences the newly-introduced Layout Excellence award category for this year’s EPEA. The project’s unit floor plans, which were evaluated using a patented floor plan analysis algorithm by Attribuild, saw Parc Central Residences scoring the highest within its category.

Consideration for families also extended to the development’s show gallery. Besides having ample areas for visitors to circulate along with a straightforward gallery layout, a kids play area was set-up for visitors with young children.

Impressive marketing strategy

Ong Choon Fah, one of the judges for EPEA 2021, highlights Parc Central Residences’ multi-faceted marketing approach as one of the reasons for its success. “I was impressed by the end-to-end omni-channel strategy Parc Central Residences used in its marketing,” she adds.

Units at Parc Central Residences comprise three-, four- and five-bedroom apartments (Credit: Hoi Hup Realty/Sunway Developments)

Hoi Hup and Sunway had a clearly-defined primary target segment for the development, namely buyers looking for a property for their own occupation such as first-time property buyers, couples planning for marriage, newly-weds and HDB upgraders. Both online and offline marketing channels were adopted to reach the targeted audience. Online marketing played a significant role, with targeted ads on Facebook and content marketing utilised to generate interest and help buyers understand the project better. “An evidence-based approach was adopted using data analytics in its digital marketing on social media,” Fah says.

Hoi Hup and Sunway also capitalised on the latest marketing technology during the project’s sales launch, allowing it to circumvent hurdles amidst the pandemic. Balloting for the project was conducted online and streamed live on Facebook, with successful balloters allotted an appointment slot over the weekend to select their unit. Alternatively, buyers also had the option of doing their unit selection virtually.

Residences are designed with families in mind, and feature functional and efficient layouts (Credit: Hoi Hup Realty/Sunway Developments)

A virtual tour of the show flat was made available, enabling prospective buyers to have a full 360-degree view and full walk through of the show units without having to head down to the show flat physically.

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