Affordable affluence at Chimes Greenhills
May 20, 2014  •

MANILA, Philippines - Greenhills, with its shopping mecca, exclusive educational institutions, world-class health facilities, and gated communities, has always attracted the affluent and famous in Philippine society.

Now, the popular shopping and business district has a new entrant: major property firm Robinsons Land Corp. (RLC). Through high-rise residential project Chimes Greenhills, the Gokongwei family’s real estate arm is introducing the “affordable affluence” concept in Greenhills.

The 372-unit Chimes Greenhills, the latest in the portfolio of Robinsons Communities brand, marks the entry of RLC in Greenhills, San Juan.

“Affordability is the key component of Robinsons Communities. We offer attractive payment schemes and always indicate the entry level. Moreover, our condominium developments are located along the prime peripheries of the business districts or prime suburban areas,” said RLC senior vice-president Mybelle V. Aragon-GoBio.

Teddy Bernas, senior director for Business Development of Robinsons Communities said the 40-story development, complemented by Summit Hotel, will set the benchmark of affordable affluence in Greenhills.

“We’ve seen untapped market in that area. There are so many exclusive villages there with second generation families who would need that kind of space,” said Ferdinand Adriano, sales head of Robinsons Communities.

Bernas said that while other Greenhills developers are tapping the A class, RLC decided to address the upper middle and middle income groups.

“Our major competitors provide larger units while some have no studios. We have focused on efficient planning, allowing us to offer right-sized units at affordable prices,” Bernas said.

To date, condominium projects in Greenhills sell at P150,000 per square meter (sqm) but Chimes Greenhills is selling its units at P108,000 per sqm. Chimes Greenhills is offering 136 studio units (22-34 sqm), 102 one-bedroom units (39 sqm), 130 two-bedroom units (44-86 sqm) and four three-bedroom units (109-125 sqm).

Robinsons Communities expects around P1.6 billion in sales from Chimes Greenhills, which is targeted for young professionals, businessmen and third-generation Chinese in exclusive villages. So far, it is already 10 percent sold out, Aragon-GoBio said.

“The current prices would be prohibitive for one who wishes to live in Greenhills. Chimes is the most affordable development in that that kind of neighborhood,” Aragon-GoBio said.

Located in Annapolis St., the residential tower gives residents easy access the business and commercial centers in Quezon City, Makati and Bonifacio Global City via main thoroughfare EDSA.

It is also close to Greenhills Shopping Center, Robinsons Galleria and Robinsons Magnolia, while accessible to world-class health facilities like the Cardinal Santos Medical Center, Medical City and Belo Medical Center and a host of exclusive schools and universities.

Aragon-GoBio said Robinsons Communities efficiently laid the units while making sure the deliverables are similar to competitors. Turnover of Chimes Greenhills is scheduled in May 2019.

As an added feature, the property developer tapped on the powerful energy on the site Annapolis Street. After studying the site and the architectural plans, the feng shui master recommended the use of the name Chimes, inspired by the popular wind chimes that promote zen and well-being and attract happiness and luck.

The condominium will provide its own leisure amenities such as the game station and the private theater. Residents can keep fit with the swimming pool and the fitness gym which is equipped by Life Fitness, an American company famous for its high-performance treadmills, bicycles and exercise machines.

Aside from the residential aspect, RLC is also launching a Summit Hotel in the tower.

“Summit Hotel would definitely lend further prestige to our residential building,. We’ve had a successful model of such with the high-end residential condominium Galleria Regency, which is atop the Crowne Plaza Hotel,” Aragon-GoBio said.

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