SC Global to work with Hermes on luxury home

Straits Times: Tue, Oct 04
LUXURY home developer SC Global is teaming up with one of the world’s top high-fashion houses, Hermes, to cement its reputation as a builder of fine homes. The firm said the French house would fully decorate one of its homes, a 6,232 sq ft unit …

LUXURY home developer SC Global is teaming up with one of the world’s top high-fashion houses, Hermes, to cement its reputation as a builder of fine homes.

The firm said the French house would fully decorate one of its homes, a 6,232 sq ft unit at The Marq on Paterson Hill.

The apartment would be the first to be fully decorated by Hermes, said SC Global.

The five-bedroom apartment will feature furniture, fabrics, rugs, carpets, wallpaper and made-to-measure leather-upholstered Hermes items.

It is due to be ready by next March and will be kept by SC Global for private functions and Hermes exclusive events. It will not be for immediate sale.

Experts said the move will raise the profile of the firm and its projects, by associating its brand with that of a high-fashion global brand known for its exclusivity.

This may lead to more buyer interest.

SC Global chairman and chief executive Simon Cheong said the firm’s focus on ‘emotions and feeling’ had led to past partnerships with famous names such as noted cellist Yo-Yo Ma and actor Sean Connery.

‘When you do something like this, it’s for the long term. SC Global has been so focused on branding for so long… We’re in the business of selling emotions.’

The elusive nature of just what makes a luxury project helps to keep SC Global ahead of its rivals, Mr Cheong said.

‘What I love about this whole business of high-end residential is that it’s very hard to define. If it’s easy to define then everybody can do it, so that’s the space we operate in,’ he added.

The idea to collaborate with Hermes was initiated by his wife seven years ago, Mr Cheong revealed. At first, they had hoped to collaborate on The Boulevard Residence in Cuscaden Walk, but they were still ‘feeling each other out’ at the time, he said.

They decided The Marq was the right product, with the agreement inked last month after meetings with Hermes’ chief executive and chairman in the past year.

Mr Cheong said the partnership shows the firm’s commitment to offer unprecedented luxury living standards to discerning buyers from around the world.

SC Global does not wish to flood the market with high-end homes, he added. It wants to focus on and continually allow its products to evolve instead.

‘This is where the difference is. I wouldn’t use the word ‘bespoke’, which is overused. What is enjoyable for me is that I can’t describe it… If you have a road map to build a product like this, honestly, it’s more of a manufactured process.’

In August, The Marq set a record unit price of $6,394 per sq ft – or $19 million – for a 3,003 sq ft apartment.
Source: The Straits Times © Singapore Press Holdings Ltd

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