MANILA – Filipinos are making the switch, with growing numbers of urbanities now preferring to live in residential buildings instead of single detached units. This, according to the chairman of one of the biggest property developers in country.

Indeed, the Philippines is poised to take on the role of Asia's Mecca of posh residential living, Century Properties Group Chairman Jose E.B. Antonio told Philippine News in an interview last week.

While city dwellers now prefer to live in residential condominiums for practical reasons, Filipinos still hanker for a house and lot to call their own, according to Antonio. Thus, sales of single detached units are still strong in the provinces.

The real estate industry which had been in the doldrums for the last few years has definitely rebounded, he says, and his company is leading the way with a number of projects for both city folks and those whose hearts belong to the province. Filipino-Americans have also become a target market.

Since its inception 19 years ago, Century Properties has grown to a $100-million corporation, with an annual growth rate of about 33 percent, while its staff has grown from six to 3,000. As an integrated full-service real estate company, it offers gaining, sales and property management. It's role in the country's progress is more evident in its development efforts.

“We study the needs of market and provide excellent products. We're innovative, we're revolutionary. Our track record includes more than 25 buildings and there are many landmark buildings that we've done. We've done medical arts building, we've done commercial buildings ike Pacific Star. But our flagship is actually residential buildings,” said Antonio.

Credited with premier projects such as La Maison Rada, Le Triomphe, Le Metropole, Pacific Place , One Magnificent Mila, Medical Plaza Makati, Medical Plaza Ortigas, Oxford Suites, West of Ayala and the Riviera Golf and Country Club. Century Property's reputation is a high-quality builders was cemented with Essensa East Forbes. The project in Fort Bonifacio Global City was recently recognized by Asiaweek Magazine as Asia 's best residential development.

The real estate powerhouse takes it a notch higher with four more projects. Bel-Air Soho in Makati City is a boutique residential condominium. Soho Central, a twin 35-storey residential and commercial development, is located right in the middle of the 24-ha. Edsa Central Redevelopment.

Simple, yet functional and stylish, the 30 to 60 sq. m units come with complete kitchen cabinetry and bathroom fittings. As a transportation-oriented development, it brings a new level of convenience. It is directly connected to Shangri-La Plaza and the Edsa MRT Station. It is only a short distance away to the newly-renovated Edsa Central Mall, SM Mega Mall, The Podium and Medical City .

Another project, South of Market (SoMa), is a 37-storey twin tower fully-fitted and fully-furnished condominium. It is located at the Crescent Park West residential district. This development offers accessibility to the Ninoy Aquino Internatinal Airport , the Makati Business District and C-5.

Luxury suites are offered in one, two and three bedroom configurations ranging from 39 to 115-sq.m. Unit ownership also comes with its amenities such as concierge and doorman services, house keeping and laundry services.

The building facilities include THX theater movie room, function rooms, an owner's lounge, a game room, a health and fitness center, a swimming pool, and driver's lounge. Each unit has superior furnishings like kitchen cabinetry, a refrigerator, and oven, a range hood, a microwave oven, a living room, a dining room set, a flat screen TV, a DVD player and an entertainment system.

Cenury Property's newest development arm, Century Communities Corp. veers away from urban and condominium developments with its flagship project Canyon Ranch. Located in the picturesque Carmona, Cavite , the 17-ha. Development is gated first-class residential community located within the higher grounds of the San Lazaro Leisure Park.

California-inspired homes and tree-lined boulevards set it apart from other Cavite projects. Varying models, floor layouts and lot sizes are offered to accommodate different lifestyles. Its elevated terrain and rolling topography provides a commanding view of Laguna de Bay. Inside the development is the Village Center , a 16-ha. Commercial complex designed to address the needs of the residents. The strip mall will house 40 reaturants, cafes, retail shops and other leisure establishments.

As proof that these are top-caliber developments, the projects sell fast. “Bel-Air Soho is 100% sold, for Soho Central we are at 90% of one tower, we are hoping to start selling the other tower. Canyon Ranch is practically 100 percent sold, we are opening phase one soon.” said Antonio. The selling point for each property lies greatly in its distinct qualities.

“For our on going projects right now, we try to have unique selling proposition. For example, in Soho Central, it's the first transportation oriented development in the country, where the building is linked to MRT, so you can basically walk towards the train and get to Makati within five minutes. So that's the big selling point. For South of market, in Bonifacio, it's the first fully-fitted and fully furnished condominiums project in the Philippines . Its priced percent lower compared to other buildings that are not even fully-fitted or fully-furnished.

Then for Canyon Ranch, it's the first WiFi community in the country, where you could basically connect from your backyard or from a public park. So it's really what we try to do, have a unique characteristic to a project aside from doing all the basics very very well. We still try to try to look towards the future to see what people want today and what they'll want a year or two from now and we try to incorporate that foresight into our developments,” said Managing Director Jose Marco Antonio.

Development is not the only thing giving this company the edge over the competition. As a property management company, CPMI has its fare share of success. “We are planning on expanding our property management into other countries. We are going into China . China is presently experiencing a building boom. In Shanghai alone, the most progressive city in China , they built 5,000 buildings in one year.

“These buildings need management. We are not intending to bring in people to change the bulbs and sweep the floors. We are going to be trainors of the trainors. We are going to be middle management and senior management. The Century Properties Management is the biggest property management in the Philippines ” said chairman Antonio.

Marco Antonio added that the company currently manages 45 buildings, both in-house developments and third party contracts. “The combined asset value of what we're managing is about $2billion. It says a lot for third party developers to endorse their properties for us to manage, that means even our peers trust us with our capabilities” he said.

INVESTING IN THE PHILIPPINES

The news of Century Properties' success has far reaches, Overseas Filipino Workers make up to 60 percent of their buyers, as such Jose Antonio said. “We are addressing most of our projects for the expat Filipinos who are now used to international standards, we are proud to say that all our projects are international standard. People who live in our communities, mostly expats in Manila say that our level of quality is comparable to the best in the world.

And as Filipinos we should be proud of that, we have arrived in terms of development and in terms of management and our kababayans should be proud that when they come here, when they buy something, its like buying in New York or in Las Vegas, they'll be honored and they'll be proud. Pride of ownership will be very immense when they buy our products.”

His advice to Filipinos based in other countries: “Invest where there is growth, invest where there is development. Do not invest in matured markets and I believe the Philippines is a developing market, it's a sunrise country and the prospects for growth here is higher than any other place”

He added: “the current economy of the Philippines is on the bounce, on the rebound. While there are certain reforms being undertaken by the government, mainly tax reforms, the government is starting to give the basic services to the people here. These reforms are actually going to bee good over the long term. Now what's going on in the economy is we're growing at anywhere from 3 percent per annum. And that is the formal economy, the informal economy is strong, probably stronger than the formal economy.”

SOHO Central Ground Breaking Rites
January 19, 2005

Century Communities Corporation-Meridien Development Group (CCC-MDG) and Greenfield Development Corporation (GDC) recently held the ground breaking rites of its joint venture project Soho Central- a 35-storey twin tower residential and commercial development in EDSA Central. Gracing the ceremony is the First Lady of the Governor's Office of Mandaluyong Mdm. Menchie Abalos, (4 th from left) . Also shown are from right; Ricardo Cuerva, Chief Executive Officer, Meridien Development Group, Rene Lirio, Senior Vice-President GDC, Ting, Victorino, City Administrator of the Mayor's office of Mandaluyong, Jose E.B. Antonio, Chairman of CCC-MDG, Jeffrey Campos, Director GDC, Architect Rogelio Villarosa of R. Villarosa Architects, Rafael Yaptinchay, President of MDG and Hector Diangkinay, General Manager of GDC.

Putting a new face to an enduring landmark
from Philippine Daily Inquirer - August 31, 2004, by Charles E. Buban

VISUAL appeal and functionality interplay at the Pavilion's design.

THE OPENING of Edsa Central Shopping Complex in the '70s marked the beginning of a concept called "midway point" wherein travelers either going to work or back home could go some place hlllfway their destination to shop, dine or just relax.

Ever since then, Edsa Central has become a people magnet, a fact that has contributed to the transformation of Edsa and Shaw. Boulevard intersection into one of Metro Manila's busiest districts.

The area around the complex is no longer just a large patch of grassy land and few office buildings like it was many years ago.

These developments have happened: .

New establishments have risen.
The intersection is now very busy because of the Edsa Metro Rail Transit.
The volume of people has risen exponentially inthe last few years.

Because of these, Greenfield Development Corp., the property development firm that owns and manages the shopping complex has taken the bold step in providing a more modern and convenient commercial hub.

Today, travelers, shoppers and bargain-hunters alike will be delighted to see that Edsa Central is now bigger and better to serve the ever-growing market.

Major transformation

This is Edsa Central's major transformation since it opened in the '70s. The 8-hectare property is being redeveloped through several phases among which is the major makeover of the main mall, the three-level New Edsa Central Pavilion and the improvement of the Edsa Central Station, formerly the MRT Station Mall.

As the primary focus of the initial phase of the redevelopment, the Pavilion will carry the banner of the whole commercial complex, a reason Greenfield tapped the services of one of the country's leading architects, WV Coscolluela and Associates.

One of the major hurdles that the firm had to consider in the main mall's makeover was how to make use of the existing structure to minimize cost as well as how to merge it seamlessly into the Edsa-Shaw station of tb.e Metro Rail Transit now known as Edsa Central Station.

"As you know, it's always easier to plan from scratch, where ideas are more freely expressed. Having to do with plans with existing limitations are always considered difficult and a big challenge for us architects," shared principal architect William Coscolluela.

Latest Trend

The design concept throughout the Pq.vilion's close. to 23,000-square-meter total floor area follows the latest trend in shopping center design wherein there is the balance between visual appeal and functionality.

"They must offer spacious ground floor, provide tenants maximum exposure whatever level they may be located, impart new experience to shoppers, and people must be able to conveniently navigate inside," explained Coscolluela. The design must give equal concern for both tenants and shoppers.

Indeed, the new design provided the Pavilion. a cavernous interior so that people can see more store facade (even those located at the second and third level). An entrance feature was constructed complete with water features, planters and benches to serve as a rest stop for busy and weary customers.

For effective customer traffic circulation, escalators were provided on both ends of the Pavilion.

More than 3,000 sq m of space was provided to the Food Central at the second level.

On the second level, the Food Central occupies more than 3,000 sq m of space. It is dotted with fast-food restaurants and stalls to give mallers a pleasant dining experience.

"Those who prefer an al fresco setting can have their meal at the balcony that overlooks the entire Edsa Central or on the other side, the wb,ole stretch of the retail spaces at the. lower level," revealed Coscolluela.

Linkage to MRT station

The linkage to the MRT station was also given utmost consideration in the design of the Edsa Central Pavilion.

"The main mall's connection to the station (Edsa Central Station) must be seamless so we employed design patterns not too different to the MRT station's designs," explained Coscolluela.

Considering the tight space, curve lines were introduced in the interior space. of the Edsa Central Pavilion, which provided the spacious look.

"The curved roof with specially designed trusses gave the interior the required grandeur: an airy, expansive, illuminated feel," shared Coscolluela.

The continuous frosted glass clerestory on both sides helped provide brightness of the interior.

The air-conditioned structure was built with reinforced frosted glass as windows and a curved ultra-high ceiling to give the mall fresh, expansive look.


The new design provided the Pavilion a cavernous interior	For better traffic circulation, escalators were provided.

More developments

Aside from the Pavilion, the spruced up Edsa Central Hub (the fonner jeepney park -area), Edsa Central Square (now the value center where the fonner cinemas were located), Greenfield is also planning to build a new chapel inside the Pavilion, as well as more shopper-friendly features such as pedestrian bridge link.

Areas to be redeveloped include the Edsa Central Marketplace, the only traditional wet market at the heart "of a commercial and business district.

Greenfield gradually realizes its vision in building not only a shopping complex but a real business district -- to be called the Greenfield District -- to serve the continually evolving - populace and to assist the government in its campaign for urban renewal.

With the redevelopment, the developers hope the Edsa Central Shopping Complex will ceaselessly remain a major crossroad for shoppers and major value haven for years to come.

- - - -

Note from the Webmaster:

Soho Central will also be linked to the Edsa Central Mall and MRT via a pedestrian walkway.

The Soho Central Model Unit is located inside the Edsa Central Mall. (grand opening feature)

It rained hard in the morning of April 19, but fortunately drained mid-afternoon right in time for the Grand Opening of the Soho Central Model Unit at the EDSA Central Mall.

The affair which formally starts at 5 p.m. had guests arriving as early as 3 p.m. But with everything set and ready, the more than 500 guests were immediately treated to cocktails whilst they marvel at the showroom- a two bedroom and a studio cum one bedroom residences.

Shown at the ribbon cutting ceremony are guests-of-honor Mandaluyong Mayor Ben Abalos (second from left) with Mrs. Hilda Antonio along with Greenfield Development Corporation's EVP and Director, Jeffrey Campos (left) and Meridien Development Group's and Century Properties Inc.'s Chairman, Jose EB Antonio.

The studio cum one bedroom features a living, kitchen and dining area with toilet and bath, while the two bedroom flat unit consists of a master's bedroom with closet space, a spare bedroom, adjoining living, kitchen and dining area and a toilet and bath. All Soho Central units extend into a balcony.

Despite the unit's apparent minimalism in design and concept, both yield a distinct style and a few pleasant surprises to the rigors of urban living. It gave guests a striking impression of the chic “ New York ” style of living. The spaces with its clean lines and uncluttered openness are punctuated by a few eclectic design elements in bold and dramatic colors. Precious decorative treasures and intriguing pieces also accentuate both model residences. The bedrooms become more intimate embodying a character all its own. The master's room is sophisticated and lucid while the 2 nd bedroom designed as a kid's room is enriched in bright playful mood. Both kitchens are modern and stylish.

Lovely ladies in attendance were from L to R: PR lady Becky Garcia, Hilda Antonio and TV host and movie actress Dina Bonnevie

To give a more comprehensive insight on the project and its master plan, guests were also presented an impressive audio visual presentation in the viewing area of the showroom. Highlighting the affair was the ribbon-cutting ceremony which was graced by the presence of guests-of-honor Mandaluyong Mayor Ben Abalos and Mrs. Hilda R. Antonio. Also in powerhouse attendance are Greenfield Development Corporations' senior executives to include chairman Joselito “Butch” Campos , President Carlos Ejercito and EVP and Director Jeffrey Campos. On the Meridien Development Group (MDG) and Century Properties Inc. (CPI) team, present were Chairman Jose E.B. Antonio, MDG CEO Ricardo Cuerva, President Rafael Yaptinchay and CPI CEO John Victor Antonio. Other prominent guests seen at the event were top notched PR Lady Becky Garcia, T.V. host and movie actress Dina Bonnevie, character actress Jean Saburit and renowned architect Roger Villarosa.

The affair ended at pass 10 p.m. way over the mall's operational hours. But no one seemed to mind. With an outstanding 40 units closed that day on top of the notable number of pre-sold units, who wouldn't be in such high spirits. Indeed, a successful start to experience the allure of urban existence… the Soho way!

A Bit of New York in Mandaluyong
Philippine Daily Inquirer - February 13, 2004

A luxurious, 24-hectare sprawl amid lush environs with trendy shops, restaurants, bars and cafes will soon be developed at the EDSA Central, corner EDSA and Shaw Boulevard , Mandaluyong City .

In the heart of this ultra modern community will rise the the two-tower, 35-storey Soho Central, named after New York 's hippest neighborhood. For this vibrant community – a joint venture of Greenfield Development Corp. and Meridien Development Group, exclusively marketed by Century Communities Corp. – entertainment, fashion and arts will be just a heartbeat away.

Ready to meet the demands of 21st century urban living and keen on striking a balance between work and leisure, the Soho Central concept makes everything and anything within comfortable reach – and that includes transportation.

“The trend today in contemporary residential buildings is work- and transportation-oriented development,” says Century Properties Inc.'s (CPI) young managing director John Victor R. Antonio. CPI is one of the companies behind one of the country's high-end residential buildings, Essensa East Forbes at The Fort.

Indeed, the Soho Central is planned, designed and developed with urban realities in mind.

Easy access

A walkway will directly connect residents to the Shangri-La Mall and EDSA MRT station, much like the way New York buildings are connected to the subway and shopping arcades. The MRT, Antonio says, will be the preferred transport of young executives to avoid heavy traffic and the risk of being late for important meetings.

Everything will be within walking distance – whether residents want to shop, eat or work. Accessibility and connectivity are the keywords.

Soho Central alone will feature four levels of retail and commercial establishments and basement parking slots, with amenities such as first-class health, spa and gym facilities, lap pool, landscaped Zen garden and meditation area, laundry and dry cleaning services, function rooms and business center, and residents' lounge. The building is near schools, churches and the hospital, Medical City .

This is luxury living at reasonable prices. For as low as P8,000 a month, it can be anyone's dream home. Available are studio, one-bedroom and two-bedroom units at 30, 40 and 60 sq m, with floor-to-ceiling panoramic windows.

All units in Soho will have balconies. “We feel it is important,” says Antonio. “Condo living, as some people would say, is tighter than normal. The balcony is a way for our residents to connect with the outside world, to get fresh air and see greenery.”

Quality life

But are Filipinos ready to give up their lawns and homey quarters for a 30-to-60-sq-m space?

Space is at a premium in the city, and Antonio says people can readily adapt to this new trend. Besides, he adds, the alternatives are not that appealing. He says a house in the suburbs often mean distressing hours stuck in traffic every single day.

Designs are flexible, Antonio says. Buyers can, say, get two studio units and have the wall between them removed.

But even a small unit does not have to look cramped, as Soho 's model units interior designer Ricardo Cuerva Jr. proves. Antonio says Cuerva used light colors and mobile and multifunction furniture pieces to give an illusion of space.

“The idea is to make use of vertical spaces since you have a limited horizontal space,” Antonio says. For instance, folding chairs hang on one side of the wall to reduce clutter and make the limited space larger than what it really is. By going minimalist, there is less visual overload.

City Centre Living is a Growing Trend
Philippine Star - January 31, 2004

More and more people are choosing to dump the grind of the daily commute and instead live in the heart of the city alongside work and leisure locales. With a growing population of 11 million for Metro Manila alone, location is critical and urban living seems to be the best way to bring back quality in people's lives.

A case in example is the fast sell out of Bel-Air Soho which sold out all 146 units in just five months. Bel-Air Soho is a residential condominium located in Polaris Street in prime Makati Avenue . According to owner and developer Century Properties-Meridien Development Group Chief Executive Officer Ricardo Cuerva, “There seems to be growing market for affordable yet centrally located and quality homes.”

Following the success of Bel-Air Soho is Soho Central, a 35-story residential project situated in the middle of the EDSA Central redevelopment. The Soho brand showcases a unique lifestyle that comes with living in a prime city center location. Imagine enjoying all the comforts and convenience of a live, dine, shop, work and play enclave at the heart of a progressive metropolis for only P8,000 a month.

Leisure facilities are mainly within walking distance or at least easily accessible by public transport, which cuts down on travel time and expenses. Soho Central will directly connect to Shangri-La Plaza and EDSA MRT Station and short distance away from EDSA Central Market, SM Megamall, the Podium, and Medical City . Also in close proximity are offices, schools, churches and hotels. “City center living does appear to promote more sustainable lifestyles and the attraction and ‘stylish appeal' of ‘work and play' on the doorstep can be very tempting especially to young urban professionals,” adds Century Properties Chairman Jose EB Antonio.

But it is not just individuals who have begun to take more of an interest in properties within the city centers. Many larger corporations have realized the potential of buying comfortable apartments as a means of accommodating visiting employees as an alternative to paying expensive hotel bills. Investors too are more aware that the rental market for prime locations is likely to remain strong.

P2.5-B Project Sets Pace for Newest Metropolis
Philippine Daily Inquirer - January 13, 2004

The EDSA Central redevelopment signals the onset of its ambitious master plan with the recent contract signing of a P2.5-billion joint-venture agreement between developers Greenfield Development Corp. and Meridien Development Group.

At the center of the 24-hectare redevelopment of EDSA corner Shaw Boulevard will rise Soho Central, a mix-use residential and commercial project of the newest and most progressive metropolis.

The 35-story development will have 30-60 square-meter units, each with its own balcony. Located near the newly built EDSA Central Bazaar, Soho Central will bring a world of convenience. It is accessible via a direct link to the MRT station.

For decades, EDSA Central has remained as a premiere commercial destination and a major converging point and link for thousands of commuters. The development of Soho Central will add to this destination a landmark for a new, modern and mobile society.

The joint-venture agreement was signed by Meridien Development Group chair Jose EB Antonio and Greenfield Development Corp. chair Joselito D. Campos. Also present during the signing are MDG President Rafael Yaptinchay, CEO Ricardo Cuerva and GDC President Carlos Ejercito and Director Jeffrey Campos.

Chic Urban Living for P8,000/month
Philippine Star - January 10, 2004

Imagine enjoying all the comforts and convenience of a live, dine, shop, work and play enclave at the heart of a progressive metropolis for only P8,000 a month. Property giants Greenfield Development Corp. and Meridien Development Group answer the dream of every Filipino by offering a dream home at affordable prices and attractive payment terms.

According to CPI Chairman Jose EB Antonio, the project Soho Central is an excellent and unique project not only because of its pricing and affordability but also for its desirable location and investment value.

Soho Central is a twin 35-story residential and commercial development located in the heart of the EDSA Central Redevelopment. An enviable address, Soho Central is located right in the middle of the 24-hectare EDSA Central redevelopment. EDSA Central is a major converging point for thousands of commuters and a premiere commercial and residential destination.

Geared towards young urban professionals (yuppies), young couples and small families, Soho Central will bring a new world of convenience as it will directly connect to Shangri-La Plaza and EDSA MRT Station and a short distance away from EDSA Central Mall, Megamall, The Podium, and Medical City . Also in close proximity are offices, schools, churches and hotels.

Soho Central caters to the needs of today's active young professionals as it is designed to provide incredible ease of access to business, shopping, dining and entertainment. It gives residents the unique and ideal pleasure of living in a vibrant, modern and mobile metropolis.

Take a leisure stroll to nearby shops and restaurants or take an easy direct access to the MRT station (or take a convenient MRT ride) and link yourself to virtually every place in Metro Manila in just a few minutes!

Features

Delight on the impressive array of facilities for the exclusive enjoyment of Soho unit owners.

Floor and Unit plans at Soho Central are skillfully designed and fits in with the dynamic lifestyles of contemporary urban dwellers. Simple yet functional and stylish, the 30 to 60 square meter units come complete with kitchen cabinetry and bathroom fittings. Each unit will also have its own balcony with full view of the environs.

Greenfield Development Corp. and Meridien Development Group, with marketing partners Century Communities Corp. and Meridien Moderne Inc., are behind the Soho Central project. The Century Group of Companies is a recognized forerunner in the real estate property. A provider of premium projects that include among others: La Maison Rada, Le Triomphe, Le Metropole, Pacific Place, Le Domaine, One Magnificent Mile, Medical Plaza Makati, Medical Plaza Ortigas, Oxford Suites, West of Ayala, The Riviera Golf and Country Club and Essensa East Forbes.

SOHO Central Project Unveiled
Philippine Star - January 3, 2004

The EDSA Central Redevelopment signals the onset of its ambitious master plan with the recent contract signing of a P2.5-Billion joint venture agreement between developers Greenfield Development Corporation and Meridien Development Group.

At the center of the 24-hectare redevelopment of EDSA corner Shaw Boulevard will rise SOHO Central, a landmark mix-use residential and commercial project of the newest and most progressive metropolis.

The 35-storey development will have 30-60 sq meter units, each with their own balcony. Located near the newly built EDSA Central Bazaar, SOHO Central will bring a world of convenience. EDSA Central has been a commercial destination and a major converging point and link for thousands of commuters. It is accessible via a direct link to the MRT Station. The development of SOHO Central, will add to this destination a landmark of the new, modern and mobile society.

Shown sealing the venture with a handshake are Meridien Development Group's (MDG) Chairman Jose EB Antonio (right) and Greenfield Development Corporation's (GDC) Chairman Joselito D. Campos (left). Also shown in the photo are (from left): MDG President Rafael Yaptinchay, Chief Executive Officer Ricardo Cuerva and GDC's President Carlos Ejercito and Director Jeffrey Campos.

Pinoy yuppies can live ‘Big Apple' style
Philippine Daily Inquirer - December 23, 2003

'HIP' PAD FOR P8,000 A MONTH

If you're one of those driven young and independent urban professionals like the characters in the comedy sitcom “Friends”, trying to make a mark in the metropolis and would like to own a pad near your office and hangouts, a development at the corner of EDSA and Shaw Boulevard could catch your fancy.

The builders behind upscale developments such as Essensa East Forbes, West of Ayala and the Riviera Golf and Country Club, are focused on the working class this time. They are in the middle of the development of a 35-story residential twin-tower designed with young executives in mind.

'Soho' concept

With the “ Soho ” concept of urban living at its core, the development would be right smack in the middle of a satellite city (much like the Rockwell development concept). Only this time the satellite city would be much more accessible—at the 24-hectare lot that was formerly called the EDSA Central. That residential property will soon be named Soho Central.

The Soho concept is patterned after the “hip” neighborhoods in New York and London , and started when young artists in the 1960s quietly moved into buildings in these areas that provided lofty spaces to answer the crave for authenticity, and maybe some peace and quiet, in their living environments.

John Victor R. Antonio, Managing Director and COO of Century Properties Inc. said this “quiet movement” produced areas that developed into communities and eventually metamorphosed into residential, commercial and artistic zones. He added that cities that espoused the Soho lifestyle were the liveliest and most cosmopolitan locations, where establishments encouraging social mingling such as restaurants, trendy shops, cafes and music bars and lounges were just a few steps away from the citizen's actual residences.

“The Soho lifestyle caters more for the executives. It's not a new lifestyle because a lot of developers have ventured into this. Century Properties is just branding it,” Antonio said. Antonio added that the Soho concept was a hit among the Filipino yuppies, citing the Bel-Air Soho in Makati which was sold out in just five months after his team introduced it.

Connecting walkways

The Soho Central will have connecting walkways to the EDSA Central Mall and the EDSA MRT station, which would provide a direct link to Makati , Manila or Quezon City. Connecting walkways will also be linked to the Shangri-La Plaza Mall. Soho Central will also be a stone's throw away from offices, schools, churches, the Podium in Ortigas, and the Medical City in Pasig .

The twin tower's 30 to 60 sq m units will have balconies and full views of the environs. The buildings will also offer a lap pool, business center, function rooms, residents' lounge, gym, spa, landscaped Zen garden and meditation area. Laundry and dry cleaning services would also be offered within the premises. For the security conscious, the builders are designing smoke detectors and sprinkler systems all over the buildings.

And as if pampering the residents were not enough, the builders have designed four levels of Soho Central for retail and commercial areas, especially for lifestyle-oriented establishments such as cafes and restaurants. Ample parking slots would be found at the basement floors.

The best come-on, however, would be the price. The location, the units and the lifestyle are all for about P8,000 to P10,000 a month, said Antonio.

Key to mobile society

The builders of Soho Central said balance between work and pleasure is the key to a modern and mobile society. Soho Central would not just be associated with its vibrant character but also with the small-office home-office, they add. The everyday lives of human beings and their environment would be closely linked. The work, living and public areas, therefore, must be planned and designed according to the users' way of life, they say.

Expect Soho Central to sprout and surprise everyone. Antonio boasts of the developer's track record on finishing projects ahead of time. He also told the Inquirer that the builders were selective with the projects they undertook, and that the Soho project was too good an opportunity to pass on.

Meridien Moderne Inc. and Century Communities Corp., subsidiaries of Meridien Development Group and Century Properties, Inc. introduced the Soho brand in the Philippines . For those interested, model units are available for viewing. Call Mr. Troy Parungao at Cel No.: +63919-6065100, or mail troytb@yahoo.com

You don't need a helipad to be a member of the Soho community, just binoculars and an open window to call on your friends when you need some company. Just like your heartwarming and fun friends at “Friends.”