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In the Philippines, Missoni’s First Condo
Italian luxury fashion houses have significantly expanded their presence beyond clothing into hospitality, with several brands establishing hotels in major cities worldwide. The latest venture for these fashion giants appears to be residential condominiums. Missoni, known for its vibrant and distinctive patterns, has unveiled its inaugural residential project, a condominium tower named Acqua Livingstone, situated within a large master-planned community in the Philippines. This development is part of a substantial $315 million project and is slated for completion in 2015.
Since sales commenced at the beginning of the month, a quarter of the condominiums have already been purchased, indicating strong interest. The pricing for these units is notably accessible compared to those in major international cities like New York, with one-bedroom units starting at $82,000. While the common areas of the tower, such as the swimming pool, lobby, and gymnasium, are richly adorned with Missoni's signature variegated patterns and stripes, the individual residential units are delivered without these design elements. Homebuyers have the option to include Missoni's interior design touches in their apartments for an additional fee.
Vittorio Missoni described the 52-story building as embodying a "happy, positive approach" with its use of "summer colors, solar colors." He emphasized the element of surprise for residents and visitors, stating that the building's interior experience would be akin to "opening a box and discovering something unexpected." This project marks Missoni's entry into the residential real estate market, following in the footsteps of other luxury brands that have ventured into hotels.
The Acqua Livingstone tower is positioned to be the second fashion-branded building in Makati, a rapidly developing area of the Filipino capital overseen by the Manila-based firm Century Properties. Century Properties is also developing a Versace-branded tower in the same locale, which has already seen 80 percent of its units sold. Robbie Antonio, the managing director of Century Properties, highlighted that these developments represent a new standard for luxury living in a developing nation, surpassing traditional expectations. Antonio has previously explored unconventional marketing strategies, including engaging Paris Hilton to design a clubhouse for another residential project in Manila, underscoring the company's innovative approach to attracting buyers.
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