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Unveiling a New Phase in Modern Luxury for a Stronger Foothold


This article was initially featured in the Inquirer Mobile App on June 25, 2023 authored by Amy R. Remo

Shang Properties Inc. unveiled on Tuesday a refreshed brand story, signifying an exciting new phase for the company while further cementing its position as the most preferred upscale developer in the country today.

“This event is really about how Shang Properties will move forward in the coming years,” Shang Properties executive vice president Jose Juan Z. Jugo said in the press briefing.

“(Amid the pandemic), we continued moving forward by acquiring properties… We knew that the pandemic would end and it would be the time to do a restart, to reboot our operations. This year, we’ve already launched Haraya and Laya by Shang Properties. Next, we’ll launch another project in Quezon City, and just three days ago, we finally closed a property deal in Cebu,” Jugo explained.

Such an expansion is unprecedented in Shang Properties. Since 1987, the company has been launching at a rate of one project—grounded on thoughtful architecture, exquisite taste, and utmost regard for exclusivity—every two, three or four years. Today, however, that has changed especially as Shang Properties remains to be on the lookout for opportunities—a clear signal of its continued confidence in the Philippine market.

“Never in our history have we launched projects back to back to back and it is happening now… You’ll see us more present now, but that doesn’t take away the attention to detail that is part of our DNA,” Jugo said. “And this is why we are relaunching the brand—rejuvenating it in preparation for all these new projects.”

Iconic symbol

Reflecting this new phase is a new logo that pays homage to the company’s previous emblem, with elements and colors that have strong ties to the brand and its DNA.

The typeface has been updated to reflect a subtle tone of modern luxury and sophistication. The Crane, an iconic symbol that has become synonymous with Shang Properties, has been simplified to reflect a clean and streamlined look. Symbolizing longevity, strength, and perseverance, the continued use of the Crane in the Shang Properties branding further shows the company’s lasting commitment to create inspired, exemplary spaces that are meticulously designed with careful attention to details.

“This new emblem is the visual representation of our new corporate identity and our efforts in advancing the value proposition of the company and the brand,” said Shang Properties marketing director Jayme T. Uy.

New residential offering

Amid these rebranding efforts however is the same thrust for excellence, opulence and exclusivity—the hallmarks of a Shang brand and trademarks that make its developments distinct. One fine example is its latest project, Laya by Shang Properties.

Rising in Pasig City, this 67-story residential tower provides a “canvas for self-expression, a community for human connection, and a space for cultural enrichment.”

Its strategic location will give future residents a seamless connection between work, play, and rest, owing to its proximity to business hubs, essential institutions and lifestyle destinations such as shopping malls, restaurants, and open spaces. Carefully curated amenities—which include function rooms, a quiet library, workspace, fitness studio, children’s playroom, gameroom and viewing room—will meanwhile cater to the different lifestyles of the residents.

According to Rose O. Morales, head of group sales at Shang Properties, they are currently offering an initial 200 residences out of the total 1,283 units that will be made available at Laya. Prices range from a little below P10 million for a studio to P40 million for a three-bedroom cut.

Future residents of Laya, which is targeted for completion by 2028, will no doubt revel in the bespoke luxury lifestyle that the project can offer. After all, Laya is being built on the same tenets that makes the Shang brand distinct—thoughtful design, exquisite taste, attention to details, unmatched services and curated amenities.

And this is just the beginning. Shang Properties is well-poised to take on this new phase that will cement anew its already strong position as the leader in luxury properties.

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