Piccadilly Grand
Project Details
Project Name: Piccadilly Grand
Development Company Name: Maximus Residential SG Pte Ltd & Maximus Commercial SG Pte Ltd
Joint-Venture Partnerships: CDL & MCL Land
Architect: ADDP Architects LLP
Main Contractor: China Construction (South Pacific) Development Co Pte Ltd
CONQUAS Score: 95
Location: Rest of Central Region
Total Gross Floor Area (sqft): 373281.65
Number of Residential Units: 407
Type of Area: Strata
Description of Project: Piccadilly Grand is a city fringe integrated development with direct link to Farrer Park MRT.
Integrated with Shops, F&B and Childcare Centre.
3 levels of activities from 5 curated lifestyle zones, with 3 clubhouses to suit every lifestyle.
Official Project Website: https://www.piccadilly-grand.com
URL for Virtual Tour: https://www.piccadilly-grand.com/virtual-tour.html
Completion Status: Building Under Construction
Unit Allocation
Property Category: Mixed-use with Residential components
1 Bedroom: 42
1 + Study: 43
2 Bedrooms: 40
2 + Study: 80
3 Bedrooms: 20
3 Bedrooms + Flexi: 81
4 Bedrooms + Flexi: 20
4 Bedroom Dual Key: 41
5 Bedrooms: 20
5 Bedrooms Premium: 20
Images
Video
Mixed-use with Residential components
Types of Use: Residential, Commercial
Proportion per use: Residential 95%, Commercial 5%
Integration of Components: The development has 3 nodal points. The 1st is located right in front of the Farrer Park MRT station, the main entrance to the Commercial spaces and a 4m Through Block Link that connects to the HDB housing nearby. The 2nd nodal point is located at the Residential Grand lobby fronting Race Course Road. The focus of this nodal point is the Grand lobby entrance at the 1st storey and the 2nd storey clubhouse at the 3rd storey. The 3rd Nodal point is at the vehicular entrance at the proposed new Northumberland Rd where the residents’ and commercial vehicular ingress/egress is located.
Accessibility: The development has 3 nodal points. The 1st is located right in front of the Farrer Park MRT station, the main entrance to the Commercial spaces and a 4m Through Block Link that connects to the HDB housing nearby. The 2nd nodal point is located at the Residential Grand lobby fronting Race Course Road. The focus of this nodal point is the Grand lobby entrance at the 1st storey and the 2nd storey clubhouse at the 3rd storey. The 3rd Nodal point is at the vehicular entrance at the proposed new Northumberland Rd where the residents’ and commercial vehicular ingress/egress is located.
Landscape Excellence
Landscape Aesthetic Values: As the development is situated in a distinct and vibrant district, the landscape concept is inspired by a melting pot of different cultures; mixing various heritage and influences. Like ink spilling over a blank canvas, the landscape elements within the development unfolds over the site as contours and curves, forming a tapestry of facilities that are thoughtfully zoned to provide areas of play, fitness, entertainment, and tranquillity.
Social & Cultural Values: Located towards the north of the site is the Social Zone, where a myriad of fun-filled activities await. Here, we can find amenities suited for everyone across three generations, such as the Family Pool, Children’s water playground, Children’s playground, multi-purpose court, Pet’s corner and social decks.
It is our belief that people of all ages, especially the young, should be encouraged to play, socialise and express their creativity and be inspired by nature. The overall landscape design is colourful and organically shaped, conveying the playful nature of this zone. All of the amenities within this zone are located close to one another, which fosters a greater sense of place and social interactions.
Livability & Wellness: Taking into consideration of the development’s location in a bustling neighbourhood, the landscape facilities are zoned according to their levels of activity across the site, in relation to the adjacent roads and developments. High activity elements such as Clubhouse, Play Area and Family pool are located towards the North, whereas fitness and resting amenities such as the Lap Pool and Landscape Pavilion are located in the centre. Moving towards the south, focused on relaxation such as the Spa Pools and a myriad of thematic gardens, providing quiet areas for residents seeking refuge from the hustle and bustle of city life. All these facilities and zones are then linked by the main circulation spine to provide equal access from all towers, while on the opposing end, a green spine ensures a lush landscape all around.
Green Plot Ratio: 5
Landscape Replacement Area (LRA): 40%
Biodiversity and Habitat Creation: The development promotes biodiversity and habitat creation by incorporating native species in the planting plan, such as Cratoxylum Cochinchinensis, Tristania Whitena, Garcinia Subelliptica and Gnetum Gnemon.
Design Excellence
Design Concept: The design is inspired by the colour and texture of the terra cotta from the nearby shophouses. The external walls of the 3 towers consist of a rough-textured earth tone coloured palette to give an appearance that is everchanging from different viewpoints of the project.
Exterior Aesthetics: The rough external texture also heightens the sense of luxury by contrasting the rough texture of the exterior against the sleek and sophisticated finishes of the interior. The 3-4 storey podiums consist of a modular design of perforated aluminium screen and greenery. The aluminium screen provides ventilation and conceals the multi-storey carpark. It also provides an interesting building edge fronting Race Course Road and Gloucester Road.
Interior Aesthetics & Finishes: The 3 levels of facilities and different zones are able to suit different lifestyle needs of residents such as:
• Arrival clubhouse – with a welcome reception, arrival lobby and lounge with generous seatings to greet and welcome residents. Also, smart parcel features for convenience pickups when returning home.
• Tranquility zone – fully equipped private dining space for exclusivity; conducive co-working space and wellness studio for multi-activity
• Social deck – Fully equipped gym with a view out to pool deck and poolside family-friendly expandable function room dining with supporting kitchenettes when closed off individually.
Facilities: Social Zone
In an organically shaped pool with plenty of pool decks, users can choose to lounge on sofas near the pool alcoves, suntan on loungers in the open area, or recline beneath the shade of tree canopies. Regardless of where they choose to relax, residents are surrounded by swirling greens that complement the waters in providing a resort-like experience. To fully accentuate the organic curves of the Family Pool, the pool is also slightly elevated along one side to provide an infinity edge. This allows residents of the adjacent tower and pool users to enjoy the view and sound of flowing waters. Surrounded by lush greenery, the infinity-edge also allows pool users to feel close to nature.
Next to the Family Pool is the Children’s Pool, designed with colourful floor patterns; truly a space for kids to call their own. Integrated with water jets and bubblers, Children can have fun with water play, while quirky, colourful furniture allows parents to rest and chat while their children play. Surrounding the Children’s Pool are also elements of nature, such as lush planters and sculptural trees, allowing the pool to be nestled in greenery. Although the Family and Children’s Pool are located at the upper landscape deck, the play continues just a stone’s throw away.
Next to the water playground, children can enjoy a large enclosed play structure that is safe yet challenging, providing children with hours of fun and games. Complemented with other play equipment such as a slide and see-saw, children of different age groups are catered for and can enjoy the same play excitement. Located next to the children’s playground is a Pet’s corner which encourages Pet owners to bring their dogs to the lawn for a run and train with simple equipment such as stepping logs, the area is also adorned with sculptural trees making it both an area of play and an Instagram-able spot.
Fitness Zone
At the centre of the development is the Fitness Zone. Anchored at two ends by the Gourmet Pavilion and Cabanas, the Lap Pool also enjoys a long pool deck with plenty of loungers for rest and views toward the water. Lushly planted with trees, they provide a shady respite from the sun. Similar to the Family Pool, the Lap Pool is also slightly elevated at one side to provide an infinity edge, a hallmark of modern luxury.
To cool down after a good workout, residents can also choose to rest at the Gourmet Pavilion or Cabanas. The Gourmet pavilion includes a generous space for users to host pool parties and cook, decked with bar seatings and a luxurious outdoor furniture selection, one experiences a carefree lifestyle by the pool.
Wellness Zone
Mediating the difference between the upper and lower landscape decks is a curation of elevated spa pools surrounded by lush planting, pond and tree crowns. From here, one is rewarded with vantage views overlooking gardens and greenery.
Viewed from the lower landscape deck, the Spa Pools appear to cantilever from the upper deck, creating opportunities for water cascades and lush greenery spilling over the planters. Users of the Pocket Gardens at the lower landscape deck can enjoy views towards the Spa Pools that are calming and picturesque.
Garden Zone
Here, residents can find different thematic gardens such as Sensory and Contemplative Gardens that allow residents to just sit and enjoy being surrounded by nature, away from the bustling city life. With the introduction of working from home, the Garden spaces can also double as inspiring outdoor workspaces.
Maintainability: • By reducing the building heat gain and using energy-efficient MEP systems, the building can reduce its energy consumption / operational carbon footprint.
• The use of resource-optimisation products such as PUB 3-Tick water fittings or PPVC promotes the responsible use and conservation of resources while reducing wastage.
Design Considerations for Unit Layouts: Flexibilities of choice from 1-5 bedroom units and flexibility of 4-bedroom dual-key units, all units are designed with a well-thought layout with functional spaces in mind. All units adopt a north-south orientation to reduce solar heat gain. Staggered placement of blocks facilitates good natural ventilation and unobstructed views.
Sustainability Excellence
Ecological & Environmental Values: • Building North-South orientation and façade design to reduce solar heat gain and improve natural ventilation.
• Use of water-efficient sanitary fittings (>90% to be PUB 3-Tick) in residential units and common areas.
• Extensive greenery and blue spaces to mitigate urban heat island and improve user comfort.
• Use of sustainable building systems (>60% PPVC) to minimise resource use and waste.
• Use of energy-efficient air-conditioning (NEA 5-Tick for residential units) and LED lighting systems.
Environmental Friendliness: • By reducing the building heat gain and using energy-efficient MEP systems, the building can reduce its energy consumption / operational carbon footprint.
• The use of resource-optimisation products such as PUB 3-Tick water fittings or PPVC promotes the responsible use and conservation of resources while reducing wastage.
Green Mark Score: Target Rating: Green Mark 2021 Gold Plus (current scoring 33.24 points)
Innovation Excellence
Use of Technology: Smart Air-Con features allow control of A/C remotely. Smart Booking system allows checking and booking of facilities with keyless access. Smart Parcel notifies the owner when a parcel is ready for collection. Smart Notification allows the owner to see who has arrived at the lobby to allow entry for visitors. Smart Invite provides visitors with a QR invite that can be scanned and verified. Smart Digital Lock allows remote access and keyless operation of the unit door.
Relevance to Community: 3 clubhouses precinct encourages community interactions among the residents. Landscape areas are grouped to allow connection within the community.
Marketing Excellence
Marketing Objectives: Jointly developed by two established luxury home developers – CDL and MCL, with a track record and reputation of developing quality homes, this is their 1st joint-venture development.
With a direct link to Farrer Park MRT, Piccadilly Grand is a new standard of integrated living with commercial conveniences on the ground level, that will be the focal point of Northumberland Road.
Primary Target Audience: Local and foreign buyers/investors looking for a home near the city, with a good transportation network and good amenities.
Marketing Strategy: To build strong interest in the project,
the Sales Gallery is prominently located opposite the actual development site. Hence it presents an excellent opportunity for prospects to relate the project to the actual location in terms of amenities and accessibility. On top of that, we also had prominent hoarding which featured the USP of the product which could appeal to passers-by walking or driving.
Other than the above, we also market through the various touchpoints to reach out to the masses via TVC, Press Ads, OOH, Radio and even digital banners on high-traffic websites.
Deployment of Marketing Technology: • Interactive microsite
• Electronic mailers
• Showflat virtual tour
• Showflat walk-through videos
• Online banner ads
• Marketing video
• Animation
• Giant LED TV at the sales gallery to showcase marketing video and animation at the sales gallery
Promotions: Media
• DPS/Full Page Full Colour ads in local newspapers
• TVC on CNA
• Radio Spot Buy on local selected stations
• Social media video post
• Online banner ads
• WeChat Post to reach out to overseas prospects
Outdoor media buy at nearby vicinity (Farrer Park) – MRT Station, City Square Mall
Value-added Services: • Designed 5 Lifestyle Zones – Arrival Zone, Tranquillity Zone, Botanical Zone, Social Zone, Vitality Zone, to appeal to different lifestyle needs
• F&B, Shops and 500sqm childcare centre on Level 1, for conveniences just below where residents stay
Showflat Excellence
Space Utilisation: Selection of custom-sized furniture to ensure minimal space wastage.
All surfaces include drawers/additional storage options to maximize the efficiency of the space used.
Usage of corner bench-seating for the dining area to maximize available space.
Practicality: All furniture layouts are designed to allow for comfortable ease of navigation around the space, with depth and height taken into consideration to allow for the most ergonomic experience.
Creativity: Usage of a mural in the living room to make space more interesting.
Added WFH component in the balcony.
The bold selection of colours and furniture in dual-key units. Dual-key units also boasts a compact and highly functional kitchenette design.
Overall Uniqueness: Bold use of colours and visual artwork to supplement the identity of the units.
Emphasis on functional designs that are compatible with average lifestyles.