First Porsche Design Tower Asia Debuts Bangkok Prices Us15 Mil Us40 Mil

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The striking cityscape of Bangkok is about to undergo a dramatic transformation with the unveiling of the new 21-storey, 95m-tall Porsche Design Tower on August 27. This landmark project is a collaboration between Porsche Design, the esteemed lifestyle brand of Porsche AG, and Thai real estate developer Ananda Development. The tower, which is the first of its kind in Asia, follows the success of the Porsche Design Tower Miami in the United States, which was launched a decade ago. Situated at Sukhumvit 38, on the even-numbered side of Sukhumvit Road in the bustling Thonglor area, the Porsche Design Tower Bangkok boasts a prime location within a vibrant neighbourhood filled with trendy restaurants, cafes, shopping centres, and leisure and entertainment activities. The tower comprises of 132 residential units and is expected to set a new standard for luxury living, with prices ranging from US$6 million to US$32.5 million. “The Porsche Design Tower Bangkok is a significant milestone for Porsche in Southeast Asia,” says Lutz Meschke, deputy CEO and executive board member for finance of Porsche AG. “It will be a stunning architectural and engineering achievement, as well as a beacon and a special hub for our passionate community across Asia.” The tower, which was officially launched today, has already generated a waiting list of potential buyers, according to Chanond Ruangkritya, president and CEO of Ananda Development. He said, “There is a passionate community of Porsche car owners in Thailand, including many high net-worth individuals who are willing to pay a premium to own a luxurious Porsche-branded asset.” However, owning a Porsche sports car is not a requirement, and the developer will evaluate each potential buyer’s suitability. The Porsche Design Tower Bangkok will be marketed for sale in several major cities, including Singapore, Hong Kong, Taiwan, Abu Dhabi, and London. With only 22 exclusive apartments, ranging from duplex to quadplex and spanning from 525 sqm (5,651 sq ft) to 1,135 sqm (12,217 sq ft), the tower caters to the affluent car enthusiasts, with each unit priced from US$15 million (US$2,654 psf) to US$40 million (US$3,274 psf). Each apartment has a unique “passion space” of 100 to 335 sqm (1,076 to 3,606 sq ft) that can be accessed via private elevators and used as a private garage. “The passion space is perfect for a ‘soul garage’ to showcase and store a collection of cars,” says Meschke. One of the tower’s architectural highlights is “The Loop,” a spiral access ramp at its core that allows owners to drive their cars directly to their private garage or “passion space.” All apartments will be fully fitted with state-of-the-art kitchens and bathrooms designed by Porsche Design’s Studio F.A. Porsche. The kitchen comes with customized handle-free doors, while buyers will have access to an exclusive selection of premium materials, furniture, and panelling from Porsche Design. The glass doors that lead to the balcony are not your typical sliders but inspired by the “kinetic move” of the Porsche 911 Targa roof mechanism and fully automated. The crown of the tower will feature the signature lighting design seen on Porsche sports cars. “This is a complete 360-degree brand experience and a unique way to showcase the Porsche brand,” says Meschke. The tower will also have a 25-meter swimming pool, a fitness centre, a spa, a social lounge, and a business lounge for the residents’ convenience. The project is expected to be completed by the end of 2028. As for the tenure, the apartments at Porsche Design Tower Bangkok will be sold with freehold rights. In Thailand, foreigners are only allowed to own up to 49% of the units in a condominium. With only half of the residential units available for foreign ownership, the apartments are highly coveted. Jacqueline Wong, executive director of Hardington Private, a niche consultancy for ultra-high-net-worth individuals and family offices, says, “People will be intrigued by the Porsche Design Tower Bangkok as it is the first of its kind in Asia.” She adds that the tower caters to Bangkok’s growing lavish lifestyle scene, with the highest concentration of luxury branded residences in Southeast Asia. This trend has attracted many high net-worth individuals in the region, particularly for luxury branded residential projects. Other examples in Bangkok include Dusit Residences, Four Seasons Residence Bangkok, The Residences at Mandarin Oriental, The Ritz-Carlton Residences Bangkok and St. Regis Residences. Nicholas Keong, head of residential and private office at Knight Frank Singapore, says, “Most people are drawn to branded luxury residences due to the convenience of the location and the personalised services provided, such as concierge, housekeeping, room service, dog-walking, nanny services, and security. For most international buyers, such apartments serve as a holiday home or a second home, rather than an investment. Besides luxury hotel-branded residences, fashion brands, such as Bulgari and Versace, also have their own branded residences, and Porsche Design is now following suit by making its mark in the high-end residential market. Wong of Hardington Private says, “These branded luxury residences are a natural extension of the brand, providing added value to the buyers through their exclusive services. If you are a diehard Porsche fan and have the means, owning a unit in the Porsche Design Tower Bangkok would be a dream come true.”