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The Columns Ayala Avenue, Manila, Philippines

Monday 11 Jan 2010

A new brand of lifestyle

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Award Entry

Aidea completes work on Manila's hottest new address 

A typical residential condominium in the Philippines is no more than a box. Devoid of any sense of identity, it stands, it shelters and nothing more. But today’s sophisticated market composed of the young urban achievers is yearning for something that matches their drive. They want a lifestyle, an image...'The Address.' With this in mind, Ayala Land, the Philippine’s premier real estate developer, together with their design partner, Aidea, pioneered the first branding exercise for the Philippines real estate sector.

The Columns Ayala Avenue came to be the benchmark for future modern urban living. Among the many challenges Aidea faced was to conceptualize a modern, nature-inspired Asian oasis in the midst of a concrete jungle and define a unique brand for this development. In response, Aidea integrated architecture, interior design and environmental graphics from its early conceptual stage to give The Columns its distinction.

Aidea chose 'bamboo' as the primary graphic motif for this project and is used within the building premises. Its height and simple organic nature exuded a lush, elegant vertical oasis, reflecting a serene and refreshing community in the midst of bustling Metro Manila. As an element, it became a work of art and served specific functions throughout the building. They are depicted as painted murals in different hues framing the elevator lobby from the parking floor and also functions as an artistic form of signage, with individual colors assigned for each tower. Applied as a screen, it provided both natural lighting and ventilation for the carpark and visually connected the ground floor landscape with the residential towers, achieving a complete vertical language. In a faux bronze finish and cut-out steel frames, the bamboo screen is replicated in the buildings’ ground floor lobbies creating a sophisticated stamp of presence, reinforcing the brand of lifestyle and image.

At present, a new development under The Columns brand name is being constructed at a different location while still another is in the drawing board, proof of the success of The Columns brand.

Key Facts

Status Completed
Value 0(m€)
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