The first Porsche Design Tower in Asia debuts in Bangkok at prices from US$15 mil to US$40 mil

Bangkok's skyline is about to change with the new 21-storey, 95m-tall Porsche Design Tower, which debuted on August 27. It marks the collaboration between Porsche Design, the lifestyle brand of Porsche AG, and Thai real estate developer Ananda Development. It is the first Porsche Design Tower in Asia with residences for sale, following the successful launch of Porsche Design Tower Miami in the US a decade earlier. The 132-unit PDTM was completed in 2017 and entirely sold at prices ranging from US$6 million to US$32.5 million. "The Porsche Design Tower Bangkok is the next big thing for Porsche in Southeast Asia," says Lutz Meschke, Porsche AG deputy CEO and member of the executive board for finance. "We want to create an engineering and architectural tour de force that also serves as a lighthouse and a unique hub for our extremely passionate community throughout Asia." Read also: Porsche Singapore Studio opens duplex showroom at Guoco Midtown Advertisement Advertisement Located at Sukhumvit 38, the even-numbered side of Sukhumvit Road in the Thonglor area, Porsche Design Tower Bangkok sits within a vibrant neighbourhood with upscale restaurants, cafes, shopping malls, and various leisure and entertainment activities. Porsche Design Tower Bangkok will have 22 exclusive apartments – from duplex to quadplex, ranging from 525 sqm (5,651 sq ft) to 1,135 sqm (12,217 sq ft). The units will be priced from US$15 million (US$2,654 psf) to US$40 million (US$3,274 psf) and are expected to set a new benchmark for luxury residences.

‘Already a waiting list’

At the official unveiling of the Porsche Design Tower Bangkok earlier today, Chanond Ruangkritya, president and CEO of Ananda Development, said there was already a waiting list of prospective local and foreign buyers. According to Ruangkritya, there is a "passionate community of Porsche car owners in Thailand, which include many high net-worth individuals who would pay a premium for the chance to own a Porsche-branded trophy asset." While owning a Porsche sportscar is not a criterion, Ruangkritya remarked that the developer will review the suitability of each potential buyer. Porsche Design Tower Bangkok will be launched for sale in several key cities in the coming months, including Singapore, Hong Kong, Taiwan, Abu Dhabi, and London, says Ananda Development's Ruangkritya. Read also: Prima Asset Management acquires Tesla-leased property in Bangkok, GDV worth $48.33 mil Advertisement Advertisement With 174 parking spaces for just 22 apartments or a ratio of 8 cars per apartment, Porsche Design Tower Bangkok caters to car aficionados. Each apartment has a "passion space" of 100 to 335 sqm (1,076 to 3606 sq ft), accessible via private lifts. "The passion spa is ideal as a 'soul garage' to store and showcase a car collection," says Meschke.

‘360-degree brand experience’

A unique feature of the building is "The Loop", a spiral access ramp at the core of the building that allows owners to drive their cars directly to their private garage or "passion space". The apartments will have fully fitted kitchens and bathrooms designed by Porsche Design's Studio F.A. Porsche. Kitchens come with customised handle-free doors. Porsche Design also offers buyers a premium selection of materials, furniture pieces, and panelling. The glass doors opening out to the balcony of each apartment are not the typical sliding doors. Instead, they are inspired by the "kinetic move" of the Porsche 911 Targa roof mechanism and are fully automated. Another architectural highlight is the exposed steel pedestal exoskeletal structure. Called the "X-Frame", it is, in turn, inspired by the design of Porsche's Mission R concept car. The crown of the tower will feature the signature lighting design of Porsche sportscars. "It's a 360-degree brand experience and a new approach to the Porsche brand," says Porsche AG’s Meschke. Read also: Thailand’s AWC to invest $40 mil to upgrade Bangkok office building Advertisement Advertisement Amenities within the apartment tower include a 25-meter swimming pool, a fitness centre, a spa, a social lounge, and a business lounge. The project is scheduled to be completed by the end of 2028.

‘Greatest concentration of luxury branded residences’

The apartments at Porsche Design Tower Bangkok will be sold with freehold tenure. In Thailand, signers can only own up to 49% of the units in a condo. That means only half of the 22 units at Porsche Design Tower Bangkok are available for sale to international buyers, making it even more coveted. "People will be curious because Porsche Design Tower Bangkok is the first of its kind in Asia," says Jacqueline Wong, executive director of Hardington Private, a niche consultancy for ultra-high-net-worth individuals and family offices. According to Ruangkritya of Ananda Development, Bangkok has the greatest concentration of luxury branded residences in Southeast Asia. "It sees strong demand from high net-worth individuals in the region for luxury branded residential projects," he adds. Examples in Bangkok include Dusit Residences, Four Seasons Residence Bangkok, The Residences Mandarin Oriental, The Ritz-Carlton Residences Bangkok and St Regis Residences. “Most people are drawn to such branded luxury residences due to the convenience of the location and the hospitality services they provide, such as concierge service, housekeeping, room service, dog-walking service, nanny service and security,” says Nicholas Keong, head of residential and private office, Knight Frank Singapore. “What makes it appealing to the well-heeled is that you can just lock up and leave. For most international buyers, such apartments are more of a holiday home or a second home, and it’s more for their own use rather than an investment.” Besides luxury hotel-branded residences, fashion brands such as Bulgari and Versace also have their own branded residences, says Wong of Hardington Private. Likewise, Porsche Design wants to plant its flag in the top-end residential market. "These are natural brand extensions, and there is a value-add to the kind of services provided," adds Wong. "If you're an avid Porsche fan and have the means, the fact that it's a Porsche Design Tower would appeal to you."