'Residences' expert@work in naming a condo

http://www.straitstimes.com/News/Hom...ry_495980.html

Feb 28, 2010

'Residences' expert@work in naming a condo

By Goh Chin Lian


What's the name of your condo?

If you bought a unit in the 1980s, you probably live in a project with words like 'palm', 'garden' or 'park' in the name.

In more recent times, it became fashionable to incorporate auspicious numbers, like Scotts 28 and 8@Woodleigh.

Now, many developers have plumped for Residences.

Examples include Residences Botanique in Serangoon, Kovan Residences in Upper Serangoon, The Shore Residences in Katong, Vista Residences in Balestier, Holland Residences in the Holland Road area and Tembeling Residence in the East Coast area.

A spokesman for the Street and Building Names Board said that of the 25 to 30 condominium names it approved in 2008 and last year, names with terms like 'residences', 'suites' and '@' were most popular.

New property player Ferrell Asset Management opted for Ferrell Residences for its first condo in Bukit Timah, saying thatthe word 'residences' evokes 'a very personal and intimate feeling towards the development'.

Ho Bee's general manager of marketing and business development, Mr Chong Hock Chang, shares a similar view. 'The word conjures a very homely image,' he said. The firm's projects include Orange Grove Residences and Dakota Residences.

For developer TG Group, there is a more mundane reason for naming its 102-unit development in the East Coast, St Patrick's Residences.

It conforms to the residential zoning of the area, and differentiates itself from industrial or commercial zones, said its head of corporate affairs, Mr Lowell Loh.

Frasers Centrepoint Homes, which is launching Residences Botanique this weekend, also drew attention to the word Botanique.

It reflects the wide array of plants and landscaping of the resort-style condo, said a spokesman.

Far East Organization said it tries to express what makes a development unique via the condo's name.

Its The Shore Residences is so named because its 'large waterscape with mini beaches and coconut trees' aims to recapture the old Katong ambience with a long shoreline.

But do names really matter with buyers? Apparently not, it seems. Mrs Debora Neo, 44, who lives in Rivervale Crest condo in Sengkang, said price and location matter more.

Proximity to schools is also crucial, said the mother of two teenage children.

As for the use of 'residences', she said it reminded her not of a home or condominium, but of serviced apartments for foreigners here for a short stay.