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UOL Edge Gallery, Singapore, Singapore

Wednesday 31 Oct 2012

A competitive edge...

Ministry of Design 
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MOD designs a new kind of sales gallery 

UOL Group Limited commissioned MOD to design a sales gallery for Katong Regency, a 244-unit residential development. The gallery, used to sell condominium units, represents a new typology. Instead of relying on oversized billboards and formulaic architectural glass cubes to attract buyers, MOD sought to rely on the inherent branding value of an iconic architectural form to provide a more subtle and sophisticated advertisement.

This form is a museum-like structure that weaves perfectly into the restrictive site geometry yet commands a strong presence that successfully negates the visual pollution at the traffic junction. UOL and MOD both believe this challenges the current precedents and presents significant innovation in the design field for the sales gallery typology.

The project met with phenomenal sales success, selling out completely within 8 days of its launch in April 2012. Within 3 days of its launch, 214 of 244 units were sold (88%); by the 8th day, all units were sold out (100%). Other competing condominium projects similarly located on the city fringe managed to sell only 30% after 1 month. The sales gallery’s choreographed experience made it easy for potential buyers to appreciate the sophisticated value of the development and make decisive purchases.

The design moves potential buyers from a busy street through a quiet uninterrupted tunnel before entering the gallery, cleansing their senses and preparing them for the sales experience. Buyers view the building model in a generous double-height space, which feels enclosed and protected, yet open with streaks of natural light streaming in. Buyers then proceed up the grand central stairs to see the two show units, which showcase the apartments’ layout flexibility and design provisions.

Both are designed with different themes to ensure that the visitor’s imagination is not limited. One is designed to appeal to the lifestyle of a contemporary young family whilst the other is tailored for a single professional in the design industry. Both units explore the notion of contemporary luxury rather than typical elements of ostentation, providing greater relevance with understated luxury and authentic material richness.

Once the buyers comprehend the available unit sizes and provisions, they return downstairs to a sheltered and cocooned discussion / coffee corner; its intimate scale is conducive for discussions and confirmation of purchases. This systematic progression made buyers psychologically comfortable and able to confirm their purchases in record time.

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